Marketing Strategy Of Liaoning Branch Of Sinopec Service Stations

Conventional wisdom holds that the refined oil market has long been controlled by Sinopec and CNPC,but the reality is not so.With China's entry into the WTO,the competition in the refined oil market has become increasingly fierce.Though Sinopec enjoys technology and brand superiority in the industry,its gas stations are confronted with a lot of pressure:? Having entered the Liaoning market late,Sinopec Liaoning holds a small market share and suffers a low degree of customer recognition in Liaoning.? The marketing capacity of private gas stations is improving gradually,which have been expanding their market share by flexible mechanisms,high business sensitivity and preferential prices.?Sinopec Liaoning's gas station business is enlarging gradually,but staff quality,business capacity and number are far from sufficient.All these have led to weak basic management,unprofessional management and heavy pressure on grass-roots staff.Sinopec has realized the importance of service marketing to gas station development.The service economy has been critical to the enhancement of comprehensive economic strength and competitiveness.The competition among gas stations of Sinopec's branches is no longer product competition but service competition.Facing such an adverse situation,quality service marketing is not only a weapon with which gas stations gain competitive edge,but also the power of survival for gas stations.On February 19,2014,Sinopec first initiated oil product sales,and introduced social and private capital for mixed operation,thereby vitalizing the state-owned economy,and further building a vehicle,logistics,retail and home appliance kingdom exclusive to Sinopec;on August 25,Sinopec Chairman Fu Chengyu noted that gas stations should transform from oil product suppliers into general service providers.This marks Sinopec's gas stations have moved into the service era,and will enhance their market competitiveness through services to establish more solid relations with customers and satisfy customersIn this paper,the actual situation of Liaoning petroleum gas stations,through PEST,SWOT model analysis,Liaoning petroleum gas stations in the oil market advantages,disadvantages.From how to improve customer loyalty fundamentally start to find oil filling stations in Liaoning existing marketing model problem,and then put forward for Liaoning petroleum gas station service marketing mix strategy.By product,price,promotion,channels,personnel,physical evidence,seven aspects of service stations running the process of solving the problems.