Research On The Service Marketing Strategy Of Sinopec Gas Station In Liaoning

At present,China's refined oil market is increasingly open.In the refined oil market in Liaoning Province,the number of gas stations opened by foreign and private enterprises has exceeded 50%,breaking the previous pattern of monopolizing the refined oil market by two large SOEs,PetroChina and Sinopec.Sinopec Liaoning Gas Station is facing increasingly severe market competition.The paper adopts the literature research method and the combination of theory and practice,according to service marketing combination theory and other relevant theories,as well as PEST analysis method,Porter five force analysis model,SWOT analysis method and other analysis tools,and carries out the marketing status of Sinopec Liaoning Gas Station.Analysis,and put forward the problems in the marketing of Sinopec Liaoning gas station.At the same time,it analyzed the macro and micro-marketing market environment of Sinopec Liaoning Gas Station and put forward a corresponding service marketing optimization strategy.The purpose is to provide a reference for Sinopec Liaoning Gas Station to better respond to the rapid changes in the market and enhance market competitiveness.The paper analyzed the marketing status of Sinopec Liaoning Gas Station,including the general situation of Sinopec Liaoning Branch,the marketing status of Sinopec Liaoning Gas Station,and the problems existing in the marketing of Sinopec Liaoning Gas Station.And the marketing environment of the gas station in Liaoning Petrochemical,including PEST analysis,Sinopec Liaoning gas station five force analysis,Sinopec Liaoning gas station SWOT analysis.On this basis,the service marketing strategy and safeguard measures for the gas station in Liaoning Petrochemicals were designed.The service marketing strategy includes target market segmentation,selection and positioning,service marketing strategy design ideas,Sinopec Liaoning Gas Station service marketing strategy product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,tangible display strategy,process service strategy.The implementation of safeguard measures for the service marketing strategy includes optimizing the organizational structure,standardizing the management system,building corporate culture,and ensuring the protection of innovative information systems.