Analysis Of SINOPEC "Easy Joy" Brand Recognition Advancement Strategy

According to the article published by Commerce Department in 2010:"the guidelines of promoting the development of non-oil products in gas stations",it pointed out that during the "twelve-five" period,all branches should be actively developing the non-oil products business in order to provide more integrated and convenient services to the customers.The article has provided guidelines to the development of a new business which is non-oil product.Although the profit and growth of oil product sales in every major oil company has hit the ceiling with not much room for further development according to the currently situation of the whole oil product market,the sales of non-oil products is becoming the new force and energy for the oil companies to maintain our business scale and growth of profit.Since the convenience stores are always as an attachment to gas stations,it allows them to develop add-on sales to the purchases of oil products.However,many problems are still ahead and unsolved as the business of non-oil products is still new to the market.One of the focuses in this thesis will be on the research and discussion of possible solutions to rise up the popularity and recognition of the EASY JOY brand name.As SINOPEC is seeking opportunities to be listed,the sales of non-oil products which are lead by EASY JOY convenience stores must achieve high quality standard to greatly improve total sales.In order for the brand name EASY JOY to be more competitive in the market and better accepted by the consumers,the competitiveness of the brand must be constantly improved.Since improving the brand recognition level of the product is a major strategy to gain competitive advantage for the products,it is important to discuss and come out with visional and practical solutions to rise up the brand popularity and market recognition for EASY JOY convenience stores.This paper by means of questionnaire,scientific analysis is to discuss EASY JOY brand awareness.Combining with the consumer shopping experience and brand perceptions,the paper brings up suggestions to improve EASY JOY brand cognitive.There are six parts in the paper:Chapter 1 is the introduction;Chapter 2 is literature review;Chapter 3 is the analysis of EASY JOY brand recognition;Chapter 4 is countermeasures to improve the EASY JOY brand recognition;Chapter 5 is the implement to build awareness;Chapter6 is conclusions and prospects for the study.On the basis of related theory and practice research,this paper also learns from foreign gas station's convenience store successful experiences.The paper finally puts forward three suggestions for the strategic countermeasure which are adjusting and establishing market segmentation,brand spreading,and a brand personality.This paper is to help EASY JOY brand to achieve the brand position by quality assurance,service express and specialty goods.