Convenience Store Marketing Strategy Research Of Petrochina Shenyang Company

The current domestic gas industry development has entered the stage of free competition, gas station in order to open up new profit space has been actively expand the gas station convenience store business, Shenyang Petroleum Branch under the new international and domestic gas station industry competitive situation, in the subordinate gas station to carry out a comprehensive convenience store business, however China Petroleum Shenyang branch company’s main business is oil sales, convenience store planning is insufficient, there are still many gas station convenience stores in the non-profit stage.This article from the Shenyang branch of the actual situation, introduced in the Shenyang branch and basic situation of gas station convenience stores, analyzed the development of convenience stores in the marketing environment, in-depth analysis of industry competition structure and the main competitors combined with Michael Potter of five-force model. Through the method of SWOT analysis, combining theory with practice is analyzed in petro china company in Shenyang station faces competition advantages and disadvantages, opportunities and threats. Then, formulated the marketing strategies, and according to the geographical factors on the gas station convenience store make market segments, and in the corresponding target market for different product positioning. Finally, to ensure the implementation of the marketing strategy, and puts forward the supplier channel, differential operation, perfect incentive mechanism, deepen the convenience store brand, and other aspects of the measures, and, in order to achieve the purpose of complete marketing strategy, Shenyang branch in the sales plan, profitability and strategy, direction try to control...