Sinopec Self-service Gas Market Research And Marketing Strategy Research

The emergence of the full self-service stations symbolizes that the development of self-service is on a new platform. The application of self-service fuel dispensers reflects the important impact of modern technology on enhancement of convenient and fast refueling service. And new opportunities for enterprises’ future will emerge with the growth of self-service refueling. The popularity of self-service refueling is the inevitable outcome of the continual progress of the oil industry and self-service gas stations, the combination of non-oil products, swiping fuel card and in cash consumption, is a new direction of the growth of the refined oil retail business.It can be seen from foreign countries’development that the openness and competition of the oil industry and the innovation of commercial retail are the determinant elements of the progress of self-service refueling business. Gas stations in developed countries basically all experienced the process from simply providing refueling services to providing diversified services. To China Sinopec, self-service refueling will improve the efficiency of gas station services, reduce labor costs and enhance competitiveness which is worthy of our efforts to explore and try. It has been put on the agenda of China Sinopec.In2005, China’s first self-service gas station of Sinopec appeared in Xiangfan, Hubei Province. In2007, China Sinopec began to promote the full self-service gas stations aggressively. Restricted by economic development, market maturity, customer spending habits, as well as policies of the government, management system and operational mechanism, the actual promotion effect is not satisfying. Under this situation, it is essential to develop strategic planning and marketing strategies for China Sinopec.This paper will treat China Sinopec as the research object and is based on the review of Marketing Theory, Marketing Environment Analysis Theory and the Positioning as well as7Ps Marketing Portfolio Theory. Firstly it will focus on market consumer demand and its influencing factors to research customer refueling habits and regular patterns based on comprehensive market researches and a large number of valid data. Secondly this paper will analyses China Sinopec’s marketing environment and use PEST, SWOT and other analysis methods of corporate strategies to research the advantages, weaknesses and opportunities of launching self-service refueling business as well as threats in depth. At last it will define China Sinopec’s strategic planning of carrying out self-service refueling business. Then on the basis of summarizing mature experience from abroad, recommendations on marketing strategies and implementing measures, which are suitable for the development of China Sinopec’s self-service refueling business, will be proposed around seven aspects-Product, Price, Place, Promotion, People, Physical Evidence, Process Management. These proposals will play a certain reference to other petroleum companies.