Study On The Marketing Mode Of Gas Station Of X Oil Enterprise,Based On Crossover Marketing

Currently, the oil market competition is intense.In oil retail area,Petrochina and Sinopec,the two big groups are in fierce competition. The oil company X, as a municipal oil products sales enterprise, belongs to one of the groups. Compared with the main competitors, restricted by the company X’s current management mode, the oil price is higher, sales promotion is insufficient, the dominant position of the market is under threat. Relying on the traditional marketing mode has been difficult to stabilize and increase market share, innovative ideas and improvement of marketing mode is urgently necessary. Crossover marketing, being as a useful complement to the traditional means of marketing, is based on the common consumer groups of more than two enterprises, using for reference each other, integration, customer resource sharing and exchange.In the field of product, place, promotion, brand promotion, providing consumers with the brand new experience, so as to achieve win-win objective. Crossover marketing effectively avoids the traditional marketing way of market segmentation and saturated, new products are difficult to enter the market,and the market competition fall into the homogenization.It can promote the X oil company gas station oil and non-oil business, to gain competitive advantage, to stabilize and improve the purpose of market share.After reading a large number of available literature, the author in view of the traditional marketing mode gas station marketing difficulties and problems, based on the crossover marketing theory, design a suitable X oil company gas station marketing mode, and discusses how to carry out a preliminary discussion. At present, the author designed crossover marketing mode is not applied in oil sales enterprises yet, which is the innovation of this paper.This paper is divided into six parts. The first part is the introduction, introducing the research background and significance, define the crossover marketing conception. The second part is the theory summary, the marketing mix theory and the promotional mix theory. The third part is the X oil company gas station’s present marketing situation, to X oil company management mode, marketing survey are analyzed, on the pros and cons of crossover marketing analysis, the paper discusses the reasons of not ideal. The fourth part is the X oil company gas station marketing mode design, based on the crossover marketing of gas station. marketing mode design basis, to reach the goal, framework is introduced. The fifth part is the crossover marketing pattern implementation, on the implementation of the guarantee condition undertook preliminary discuss. The sixth part is the conclusion and prospect. Conclusion:Based on the crossover marketing of gas station is the present stage X Oil Company to defeat solution predicament, improve the efficiency of the important way.