Research On Petrochina Panjin Gasoline Service Marketing Problems And Suggestions

With the rapid development of knowledge economy,information technology and global economic integration,China’s economy is in an important era of domestic demand expansion,structural reform and reform.Multinational companies and China’s two major oil companies have made various moves for the competition and layout of gas station sales networks,and they want to obtain more profit from the refined oil retail market.The refined oil market plays an important role in the national economy,and its status is closely related to people’s life,especially in today’s popular service industry,the research on the marketing strategy of gas stations follows the law of market economy development.PetroChina Panjin Branch gas stations,as the main operators of the refined oil market,the marketing strategy of gas station not only affects its economic benefit,but also serves as the window of service market,which affects the travel life of consumers all the time.Therefore,the research on the marketing problems of PetroChina Panjin Branch gas stations has important practical value,especially the deficiency of the marketing and the lack of marketing competitiveness of PetroChina Panjin Branch gas stations,and it is more necessary to make an in-depth study on the marketing problems of PetroChina Panjin Branch gas stations.This paper takes the method of combining theory with practice,takeing PetroChina Panjin Branch gas stations as the research object,with the method of actual visit and questionnaire survey,to understand the current service marketing situation and the problems of PetroChina Panjin Branch gas stations,and to analyze the existing problems,including the active service consciousness,the commodity abundance,promotional attraction and other aspects are below the average level.On the basis of finding out the internal and external reasons,the paper puts forward some countermeasures and suggestions to solve the problems of service marketing strategy,including perfecting the system and mechanism,enhancing market awareness,paying attention to investigation and research,strengthening the market consciousness and innovation,emphasizing survey,enriching brand connotation,establishing brand personality and other suggestions.