Research On XXX Gas Station Convenience Store Marketing Strategy Based On4R Theory

Gas station convenience store business in China started in the ninety’s. All the time since, due to oil sales has been the main business of gas station, is the main source of profits, sales of non oil as an additional business, no attention, so come on the development of convenience stores station is very slow. China’s refined oil market comprehensive opening to the outside world, facing the foreign oil giants challenge and impact, market competition will be more intense, gas station profit space will be greatly compressed, the oil sale itself will gradually into the low profit era. The operator of petroleum sales enterprises have already realized this point, and has started to expand the gas station service function, to change the current gas station service single state.ZYBP company as a domestic strong oil company, in order to cope with the increasingly fierce market competition, ZYBP company actively expand non oil business, through the formation of the convenience store chain gas station mode, actively seeking transverse development, expand the ZYBP company’s operating profit. Based on modern marketing theory as the theoretical basis, starting from the basic theories of4R, through the collection of domestic and foreign gas station convenience store the successful case of marketing, and combined with ZYBP company’s gas station convenience stores the actual situation of ZYBP company marketing, gas station, convenience store macro environment of marketing analyze the industry environment, and combining with the SWOT analysis method to analyze the existing gas station convenience store business advantages and disadvantages, opportunities and challenges of ZYBP company, and summarizes the problems and reasons of ZYBP company gas station convenience store market marketing existence, thus forming a scheme to optimize the marketing strategy of ZYBP company, and put forward the implementation of safeguard measures.In this paper, as an application of research results to solve the enterprise marketing strategy, for the optimization of the convenience store marketing strategy of ZYBP company have certain theoretical guidance meaning, for the same industry related enterprises also have some reference value.