The Marketing Strategy Study On Gas Station Convenience Store Of The Sinopec And Shell

In recent years,convenience store has become an important artifice that balances the refining losses and make up the of oil sales weak for Sinopec.The soil margins have eroded over the years due to a more open and more ripe market.In contrast,it offers a large number of customers as car ownership take off,the major oil sales companies in striving for more market share.Therefore,in order to talent showing itself in the fierce competition,the Sinopec and Shell convenience store as the represent of non-oil products become a new profit growth point of Sinopec,playing an important role in expanding sales channels and improving its competitiveness.This paper takes the JiangSu area gas station as the research object.Based on the actual situation of 354 operating gas station convenience store in JiangSu Region,by using some analytical methods like SWOT,STP and so on to make a detailed study on the market environment,customers and competitors,regional site comparison,and the advantages and disadvantages of the opportunity,threat for the Sinopec and Shell convenience store in JiangSu Region.Then according to the analysis results,identified the target market and then make a correct market positioning.Finally,according to the framework of 4Ps marketing theory,formulate the corresponding marketing strategy and safeguard measures from some aspects of product,price,place,promotion for the Sinopec and Shell convenience store in JiangSu Region to meet the future development of gas station convenience store.