A Study On Enhancing Brand Competence Of Convenience Stores "uSmile Kunlun Hospitality" Of CNPC

Gas station is a vital part in the entire oil industry value chain. While the retail market of petroleum products is expanding, non-fuel service is also growing rapidly, which gradually becomes an important source of the profits of oil companies, and convenience store service is the most typical one. Along with the increasing market demand, state-owned oil enterprises, foreign oil companies and private oil enterprises have joined the competition in convenience store service, building and expanding their retail network.Competition caused by world economic globalization appears as the competition between enterprises and between brands. As the constant power of the development of a company, brand determines its overall competitiveness. To win in the competition, for a company it is extremely necessary to establish its excellent brand, and constantly promote the competitiveness of its brand.Competition between brands of convenience stores is also quietly proceeding."YiJie", the convenience stores brand of Sinopec has built up a good business over the years, and foreign companies such as Exxon Mobil, Shell and BP Amoco etc, with their advanced management and business philosophy, have been extending gas station network in China's coastal developed areas through various channels, and also developing their profit space in non-fuel service. In this above context, CNPC builds its brand of convenience stores: "uSmile Kunlun hospitality", which is also an important strategy of CNPC.This essay tries to provide some countermeasures and suggestions on enhancing brand competence of convenience stores"uSmile Kunlun hospitality"of CNPC by analyzing the management status of the brand and using the experience of enhancing brand competence at home and abroad for reference.