Research On Marketing Strategy Optimization Of YJ Gas Station Convenience Store In City

As the future of Sinopec's corporate strategy converts from "selling oil" to "integrated service providers",how to develop non-oil business has become a problem that must be solved well.As a brand having the largest number of domestic convenience stores,YJ convenience store's actual operating performance is not ideal.Compared with other brands of convenience stores,there is still a gap and much is to be desired for the strategic transformation of the enterprise.In order to improve the operating performance of stores,narrow the gap with the same industry,and complete the strategic transformation of enterprises,it is necessary to optimize the current marketing strategies.This article takes Hangzhou YJ convenience store as the research object.First of all,proceed from the actual operation of the store,investigate,research and analyze the problem existing in the current Hangzhou YJ convenience store marketing strategy.Secondly,in order to make the new strategy more targeted,more in line with the needs of consumers,this paper investigates and analyzes the purchasing behavior of Hangzhou YJ convenience store consumer groups,and,based on the consumer survey,identify the key consumer groups of Hangzhou YJ convenience store,understand the actual needs of consumers and their satisfaction with Hangzhou YJ convenience store.On the basis of interviews and questionnaires,this paper proposes to optimize the marketing strategy of Hangzhou YJ convenience store,and forms a strategic optimization plan from the aspects of products,services,shopping channels,promotional means and so on.In the light of the problems of commodity management existing in the existing product strategy,the blindness of commodity sales and the fact that commodity has no characteristic,this paper puts forward that firstly,we should rationally plan the category of existing commodities;secondly,we should provide targeted commodities according to the consumption trend of consumer groups to cater to the new consumption trend;thirdly,we should do a good job in the sale of characteristic commodities so as to strengthen the difference.In the aspect of service strategy,aiming at the problems of YJ convenience store and the feedback of consumers to YJ convenience store service,it is proposed to enhance service awareness,improve service level,improve the shopping environment of stores,do a good job of customer relationship management to create more value for consumers,in order to improve consumer satisfaction.In the aspect of shopping channel,aiming at the problem of narrow shopping channels and the demand of consumers for shopping channel and shopping scene under the modern life style,this paper puts forward: firstly,to create diversified shopping channel and shopping scene to meet the demand of consumers for shopping channel in the new retail era;secondly,to intelligently improve consumers' shopping experience through shopping channel;thirdly,to manage channels with data so as to better understand consumers through mastering consumers' shopping information and provide basis for precise promotion.In the aspect of promotion strategy,aiming at the traditional and lack of pertinence of the current promotion methods,the problem of low participation of consumers in promotion activities is put forward: first,personalized commodity information,and carry out targeted promotion to improve the success rate of promotion;second,use diversified and flexible means of promotion,and promote sales with the help of new media in a more modern marketing way to cater to the trend of consumer behavior;third,establish a social platform with the theme of cars and organize community activities.Through community activities,we can strengthen the interaction with consumers,enhance the “stickiness” of consumers to the platform,and expand the scale effect of group consumption so as to achieve the goal of promoting sales.Through the above strategy formulation and optimization,solve the current YJ convenience store in the marketing strategy problems and meet the needs of consumers in the new retail era.This paper optimizes the marketing strategy of Hangzhou YJ convenience store from the four aspects of product,service,channel and promotion,hoping to provide optimization ideas for the marketing strategy of Hangzhou YJ convenience store,and provide reference opinions for Hangzhou YJ convenience store on how to better serve consumers,how to achieve the goal of enterprise strategic transformation,how to improve business performance and enhance the competitiveness of enterprises.