Research On The Service Marketing Strategy For ZH Company Gas Stations

With the rapid development of knowledge economy, information technology and global economic integration, China economy is in the "expanding domestic demand, adjusting structure, promoting transformation" of the critical period, the Multi-National Corporation and the domestic giants compete for and the layout of gas station sales network, uses various tricks to share of refined oil retail market this big cake. Due to the sale of the homogenization of the product, the product competition is more and more weak, on the contrary, oil station service competition is becoming more and more important. As the market after entering the ZH, to speed up the network layout and a profound understanding of the importance of service, service marketing as one of the strategic focus, service and product comparison, it has the characteristics of intangibility, perishability, difference, it is precisely because of these characteristics of services, improve service usually take the service marketing mix the theory of portfolio theory,7P is usually said. It is the core content of modern service marketing theory, including:product, price, channel, promotion, personnel physical display, service process. The key point of service marketing is customer service marketing, so the emphasis is to the customer as a constant theme in a given time and market segments to select an optimal combination of 7P theory.In order to improve the gas station marketing management and service level, to increase market share, this paper takes the ZH company as the research object, mainly uses the method of thematic research, a systematic study of the theory of service marketing based on reading a lot of literature, the actual situation and on the basis of the ZH gas station, station in ZH the operation Department of the company’s point of view, the use of SWOT analysis, a detailed analysis of the ZH company gas station competition situation and their own advantages and disadvantages, and the current marketing situation and existing problems are analyzed, and then focus on the ZH gas station 7P service marketing strategy, and guarantee the implementation of the strategy of preliminary discussion.The research conclusion, that is in the current competitive market environment, ZH company achieved rapid growth in sales of single station, enhance the level of profitability, steadily enhance the brand influence and achieve corporate vision,7P services marketing mix strategy is the only way. Through the implementation of 7P service marketing strategy, increase customer’s satisfaction and loyalty, and then expanding oil station customer group, increase in oil and non oil sales, in the homogenization of the product sales has more adaptability and operability. If the actual work to make use of the ZH company, ZH company will be on the gas station marketing and has a strong practical value and the guiding sense, the ZH gas station through the service can effectively enhance the visibility and enhance the performance, to achieve a win-win situation of ZH company and customers.