Research On The Construction And Marketing Strategy Of The Gas Station Of The Petrol City In China

Since 2013,China's economy has entered a new normal.International oil prices continue to fall,resources growexcessive,demand of refined oil productsrecedesyearafter yearwithintensely competitive domestic markets,petroleum sales enterprisesexplorein succession practicing new competing models and marketing strategies to curb the downward trend of sales.In Chapter One and Chapter Two,in the context of the market positioning and industrial competition strategy in the history of gas station development,through extensive reading,literature reference,dissertation,and network data,theresearcher intends to sort out and review the developmentalprocess of foreign gas stations and the marketing process of domestic gas stations,and then The article analyses the regularity and particularity of the gas station business development and the competition strategy.The retail industry,business ecosystem,ecosphere 7Ps service marketing,customer satisfaction standards and theories have been studied and reviewed.PEST,Porter's five-force model and SWOT toolsare utilized to analyze The competition in the industry will be more intense,The main competition is still between the two groups,Petrochina should play an advantage,In urban gas station petrol and non-oil creative ability to work up and down.In view of the difference between the market environment and target customer groups of different gas stations,where marketing is oriented,industrial rulesobserved,and the gas station divided into four categories and three positions of "modern post station","driverand car service station" and "vehicle service station".Starting from ChapterThree,the scope of the argument and analysis objectis reduced to downtown gas stations of petrochina.Through the analysis of data,it points out thatthe competitive position of Sinopecdowntown gas stationsoutside the regional market.In analysis of driver-and-cardemand,the marketing difference of customer's active and passive demand is put forward as well as the expansion andcreation of potential demand.By analyzing the current situation of the competitive strategy of the gas station in petrochina city,Compared with the competition strategy of sinopec,This paper summarizes the five problems of existing competition strategy.In this paper,a comprehensive service platform is proposed to construct "people · car life ecosphere" as the solution to the problem.In Chapter Four of this thesis,the concept of ecosphere is paraphrased with relevant theories.On the basis of downtown gas station "people-and-car service station" positioning,This paper studies the function layout of ecosphere and enhances the way of customer stickiness.Integratingbusiness model general elements and product oil industry competition strategy,the researcher also proposes the six-factor model with logic instructions and content description.The model comprisesurban gas station construction proposal with man-and--life ecosphere value proposition,maker mindset,stakeholder,core competence,profit model,and marketing model.Taking the six-factor model of life and ecoshphere This chapter points out that ecosphere construction is a key step to solve the existing competition strategy problem.The problem is ultimately solved by customer service marketing.The fifth chapter is to uphold the concept of service and build a service system.To solve the marketing strategy problem on the ecosystem platform,Put forward the product brand strategy,Price consistency strategy,channel entry strategy,promotional hierarchical strategy,personnel strategy,affection process standardization strategy and physical environment scene strategy of marketing strategy recommendations.In the last chapter of the thesis,the author gives three conclusions and two innovations about the positioning of the "people · car service station",the " The six-factor model of life ecosphere,",the six elements model of life ecosphere and the 7Ps service marketing mix strategy.The paper points out the connotation of ecological circle concept,and the limitation of the practice cases of real enterprises in constructing ecological circles without mature theoretical guidance and successful practice cases.In the case of the upgrading of the urban gas station to the ecological circle competition,the various factors are subject to the following research direction under the constraints of institutional mechanism.