Research On The Car Service Marketing Strategy Of Gas Station Liaoning Branch Of Sinopec

With the opening of retailing market of refined oil product,foreign-invested petroleum companies enter successively into domestic petroleum retailing market,leading to increasingly fierce competition in domestic retailing market of refined oil product.The changes in petroleum product retailing market and the development of consumers' demands force petroleum product sales enterprises to make brand new adjustment on main business as well as strategic positioning.At the meantime,with rapid Chinese economic development,the car ownership increases rapidly and there is great change arising in consumption habits of clients in gas station,which brings about brand new opportunity and challenge to retailing industry of petroleum products.In Feb,19th,2014,Sinopec firstly promoted to introduce social and privately owned capital into sales of petroleum products to realize mixed management.In Mar,6th,2015,Sinopec issued announcement that 25 investors have paid 105.044 billion RMB of corresponding capital increase,with percentage complete being 98.1%.According to plan made by Fu Chengyu former president of Sinopec,the gas station of Sinopec will become gathering place of consumer service,and insurance company,automobile maintenance company,car washing company will gather in gas station to provide extended service for consumers.The thesis combines practical situation in Liaoning Branch of Sinopec,and concludes advantages,disadvantages,opportunities and threats of the company in Liaoning petroleum product market through PEST model,Porter's Five Forces Model and SWOT model.The thesis also divides the target market of the company in detail,confirms target market and consumption cluster,thus proposes marketing combined strategy of automobile service appropriate to the company and proposes corresponding marketing strategy and emphasis in control from four aspects including product,price,channel,and promotion.