Research On The Optimization Of Marketing Strategy Of Guo Biao Energy Gas Station In Xingtang

With the development of China’s economy and the rapid increase of vehicle ownership,the market potential of refined oil demand is huge.With the improvement of people’s living standards,consumers’ consumption concepts also change and demand higher service.In the refined oil retail market,the competition between state-owned enterprises,foreign enterprises and private gas stations is very fierce,and the market has gradually changed from seller’s market to buyer’s market.The period of obtaining customers’ dividends solely based on geographical location has passed.How to adopt effective marketing strategies to attract customers and increase sales is an important issue for each gas station.This paper takes Guobiao energy gas station in Xingtang as the research object.Firstly,it introduces the basic situation of Guobiao energy gas station,and introduces the marketing status of Guobiao energy gas station in detail,and then summarizes the existing problems in marketing,including four problems: low sales volume instability and low profit,excessive dependence on diesel from revenue sources,poor promotional effect and low employee work efficiency.Secondly,aiming at the problems,the paper uses PEST analysis method,Porter’s five Forces model and SWOT analysis method to analyze the macro environment,industry environment and internal situation of Guobiao energy gas station.The results show that the external macro environment is good except the social and cultural environment.In terms of industry environment,existing competitors have the strongest ability and have the greatest impact on the Guobiao energy gas station.On its own side,ST strategy should be adopted to reduce external threats with its own advantages.The in-depth interview method and content analysis method are used to investigate and analyze the reasons for the marketing problems of the Guobiao energy gas station,and based on the interview survey of the customer,the interview content is second-level coding from the 7P perspective,so as to obtain the reasons for the four problems in the marketing of the above Guobiao energy gas station.Finally,based on the 7Ps theory,the marketing strategy of the Guobiao energy gas station is optimized from seven aspects: product,price,channel,promotion,personnel,service process and visible display,and the corresponding safeguard measures are put forward in three aspects: security,capital and information system.This study has practical reference value for the optimization of marketing strategy of Guobiao energy gas station in Xingtang,hoping to improve its competitiveness in the refined oil retail market.In addition,it also has certain reference significance to other private gas stations in the optimization of marketing strategy.