Study Of Brand Strategic Alliance Marketing Strategy Of Sinopec's Gas Stations

Since 2015, the policy environment for state-owned enterprises underwent great changes with the government have been pushing for the diversified ownership reform for such enterprises. It issued a series of documents and measures to encourage non-state-owned enterprises to take part in the operation of state-owned enterprises to realize diversified equities and business entities. As the biggest domestic states owned enterprise, Sinopec is the forerunner of state-owned enterprises in terms of diversified operation entities reform. Viewing from the internal driving force of Sinopec, the internal oil prices have been low for a long time and the traditional oil products sale lacks impetus and the profits have been narrow, the single operation mode is confronted with serious situation. As a result it is imperative for oil enterprise to seek new business growth points and strategies.Through the introduction of private enterprises such as Tencent, S. F. express, Droma, etc. and based on its huge network, Sinopec begins to implement brand strategic alliance strategy to promote and innovate products and services of each party in the alliance, improve the ability and efficiency in communicating to consumers, employ internet, launch O2 O services to try to realize the interactions between online and offline services. However as the traditional gasoline enterprise the transformation for Sinopec encountered many problems which mainly are the constraints of payment, the need to improve staff quality, insufficient brand strategic alliance etc.This thesis takes Sinopec as the case, and uses Sinopec's implementation of brand strategic alliance strategies as the background and theme with the guidance of brand theory and strategic alliance and employs PEST, SWOT, 4C theories and analytical tools to analyze the marketing and competitive environment of Sinopec. it focuses on the requirements characteristics of target consumers and the imperatives and necessities for Sinopec to implement brand strategic alliance, based on which it comes out with corresponding suggestions on brand alliance strategy.