Research On Brand Strategy Planning On Gas Station Of Z Company

According to statistics,by the end of 2017,the number of motor vehicles in China is as high as 310 million.Under the circumstances in which car ownership in most countries is declining to varying degrees,China's auto market will maintain a steady growth trend in the medium and long term,and is expected to break through 275 million by 2030.As a result,refined oil products have become more and more closely related to the national economy and life.Oil products,both energy consumer goods,strategic resources dual identity,has been the focus of national control of the energy sector.In 2007,the state formally opened up the qualification of wholesale operation of refined oil products to private enterprises,and the number of private enterprises increased rapidly,and the number of oil wholesale enterprises in China has increased to 2899.The proportion of newly approved oil wholesale qualification enterprises is gradually increasing.Nevertheless,due to the early entry of "four barrels of oil" into the industry,it has completed a deep and wide network layout,forming a certain brand loyalty,reputation and economies of scale effect.At the same time,customers have higher conversion costs and brand awareness threshold,so the national private nature of gas stations occupy only 40% of the market share.Z company is the leader of private enterprises to participate in the oil products market.Based on the literature research method,case analysis method and summary method,the author has carried out the brand strategy planning and implementation research of private gas station enterprises.The purpose of this study is to establish Z company gas station brand strategy through scientific management theory and method,and to carry out implementation research.The article is divided into six chapters,the first chapter is an introduction,the second chapter is a theoretical review,including strategic management,brand strategy,strategic planning tools,etc.The fourth chapter is the main part of this study.This chapter firstly analyzes the external environment of Z company gas station from the four dimensions of politics,economy,society and culture based on the PEST model,and analyzes the competitive environment according to the five-force model.Then from the business scope,organizational structure and personnel composition,financial strength,corporate culture level to carry out the internal environment analysis.Based on the results of internal and external environment analysis,this paper determines the strategic types of the brand of Z company Gas Station in four strategic types.Chapter five,based on the results of SWOT brand strategy analysis,formulates the strategic objectives of the brand.And carried out brand positioning,brand image shaping,brand strategy model selection and implementation;the sixth chapter for the implementation of strategic protection measures;finally,research conclusions and prospects.This paper is based on the theory of system management theory on the basis of universal practice research.The research tools,research ideas,research conclusions have strong expansibility and replicability,which can be used as a reference for enterprises to carry out brand optimization management,but also for domestic gas station enterprises to carry out internal business optimization reference.