Research On Marketing Strategy Of Gas Station Convenience Store Of Sinopec Henan XX Branch

Based on intense competition of oil market and the consumers’ demand for diversification and convenience,domestic oil enterprises actively exploit new benefit field for better development.Gas station convenience store business emerges at the right moment.As the subordinate enterprise of Sinopec,relying on its clients and network advantage,the convenience store business of XX company achieved good results,with a turnover of 557 million yuan in 2018.Along with the achievements,however,problems start to appear,such as the reduction of gross profit rate and the failure of products and services to meet customers’ demands.So how to adapt to the change of guests demand and increase the gross profit rate,become an essential problem for XX company.By organizing questionnaire investigation,this dissertation describes the characteristics and demand preference of consumers in different regions,conducts marketing orientation for convenience stores in different areas combining STP theory.Under the guidance of 7Ps marketing theory,this dissertation also gives some suggestions to optimizing the marketing strategy for gas station convenience store of XX company,such as optimizing current product structure,using flexible price strategy,building efficient marketing channels,strengthening classified promotion advertising,building high competent staff team,improving clients’ service experience and brightening vivid demonstration.It is expected to enhance the profitability of XX company gas station convenience store and keep the pace to a way of continuous healthy development.