| In recent years,while insisting on strengthening and expanding the retail business of EasyJoy convenience store,Sinopec has also further accelerated the development and promotion of various new service projects,such as car services,township complex,insurance,advertising,fast food,etc.,and has always maintained a good growth momentum.However,the fierce market competition in the convenience store retail industry,the low level of specialization and operation management of the convenience store,and the rough expansion mode of the convenience store will directly affect the long-term operation and development of the convenience store.Due to the company’s oil business and non-oil business have the basic characteristics of complementary advantages and mutual promotion.The main domestic competitors,including PetroChina,CNOOC,Sinochem,foreign oil brands and other private gas station enterprises,have taken the business expansion of non-oil business as their business direction and focus,and constantly increased the investment in the marketing and service expansion of non-oil convenience stores.Based on the strategic purpose of further expansion and promotion of Sinopec’s non-oil business,We takes Sinopec YC company as the main research object to explore how EasyJoy convenience store can effectively adapt to teverchanging marketing environment of the retail industry,develop a set of combination and strategy of retail service marketing in line with the company’s gas station and convenience store formats,and improve its ability of competitiveness and sustainable development.This paper mainly analyzes the current situation of the development of EasyJoy convenience stores of YC company,including macro and micro aspects,and relevant scientific theories of marketing were used to elaborate,disadvantages and threats of EasyJoy convenience stores.Based on this combination strategy,a series of analysis on EasyJoy convenience store with the background of new retail are carried out.Through further investigation and analysis,combined with the theory of 4P marketing mix strategy,this paper puts forward to the optimization method and construction of marketing mix strategy,focusing on the five aspects of goods,channel,promotion,staff,service progress,circumstances,etc.This paper discusses how to effectively ensure the formulation and implementation effect of marketing mix strategy,in order to solve many problems that have been bothering the further healthy development of EasyJoy convenience store of YC company,and realize the healthy and sustainable development of relevant businesses.With the rapid development and active application of Internet technology,this paper has certain reference and guidance significance for how to implement effective marketing strategy,constantly improve comprehensive service level and strive to create advanced comprehensive service organization. |
