Research On The Marketing Strategy Of Developing New Business In Sinopec Gas Stations Of Dalian

Dalian Sinopec was founded in 2002, the existing gas station 42, located in Dalian city, development zone, Lushun, Zhuanghe, Wafangdian and cove area, in order to save labor costs, improve efficiency, increase product sales and new profit point, under the call of the Sinopec headquarters, in recent years began to expand new business. Gas stations began to product sales business in 2008. Self-serve gas station started in 2012. There are 40 convenience stores,4 half a self-service gas stations now.Through the sales figures than found in recent years, the company product sales did not increase in the number of self-service gas stations in the corresponding percentage of growth, the product sales increased year by year, gross margin has stalled. It can be seen by the economic environment, government policies and regulations, management system, operational mechanism, customer spending habits and factors such as market maturity, emerging business development actual effect is not satisfactory. In this paper, based on Dalian Sinopec gas stations, through the analysis of the specific, targeted research, summarizes the problems which restrict the development of the emerging business, namely, to develop new business target market is not clear, new business single product variety, not effective executive price, not for differential marketing channels, marketing strategy promotion does not reach the designated position, not using their own resources to carry out relationship marketing.To above these solve the problem, based on the theory of marketing, on the basis of summarizing predecessors' research results, the integrated use of a variety of methods for gas marketing environment, the macro environment of using the PEST method to analyze the gas station, using Boston matrix analysis of oil products, through the SWOT analysis analyzes the strengths, weaknesses, opportunities and threats of the company, based on the STP theory to analysis the characteristic of the elements of the market segmentation, and then select the target market, the market localization, the use of 4 p theory and relationship marketing theory emerging business service station in Dalian region is suitable for the product, price, channel, promotion strategy.