Researching The Marketing Strategy Of FY Company’s Gas Station Convenience Store

In order to achieve the largest commodity sales and optimization,both large supermarket,or small city supermarket convenience stores and department stores,gas stations villages and towns and village convenience stores,etc.,by selecting suitable salesman,sales promotion,decorating beautiful storefront way so as to obtain higher sales revenue.With the rapid development of China’s retail market economy and the increase of the innovation ability,accumulating in the gas station convenience store development problems exposed gradually,especially the traditional sales mode is difficult to adapt to the demand for new retail formats,commodity and service quality can’t meet the needs of the people,The mode of enterprise management and method of prominent problems such as insufficient innovation,.The gas station convenience store sales for the main revenue of FY company also face the same problem.This article introduces domestic situation of the gas station convenience store,by macro and micro environmental analysis,SWOT analysis of the FY company’s gas station convenience store.then proposing the solution strategy.With 7p service marketing combination theory of FY company gas station convenience store marketing has detailed analysis,puting forward the FY company’s convenience store business service marketing strategy.Through verifying the accuracy of the service marketing strategy choice,to improve market competitiveness of FY company belongs to the gas station convenience store.The study found that gas station convenience store has FY company products category,higher commodity prices,service promotion and service personnel quality is not strong,the distribution channel is not perfect,lack of tangible demonstration,service process needs improvement.According to this research,it is necessary to use the service marketing mix effectively to obtain the sustainable and steady development of gas station convenience stores.So making the product selection and precise product category in the service product.Optimizing commodity category and improving commodity value;Implementing differential service for different categories;Carrying out brand management and build a self-owned brand system;Adopting "main + non" combination marketing product package,precising product mix.Adopt product combination pricing and discount strategy on service pricing;Building a professional purchasing team to reducing procurement costs;Optimizing logistics distribution,reduce distribution cost;Saving human resources,material resources,reducing expenditure cost.Special promotion;Advertising promotion to enhance the promotion atmosphere;Personnel promotion,optimization of promotion speech;Classified promotion to ensure the effectiveness of sales promotion;Following up the promotional results and evaluating the results.Paying attention to personnel training in service personnel and building non-oil professional team;Fully trusting employees and empowering employees;Implementing the salary system and motivating employees;Broaden staff motivation and improving employee motivation.Expanding the outside store on the distribution channel;Expanding online sales channels;strengthening cooperation in related fields and expand distribution channels.Developing storefront promotion goals and goals in tangible display;Regional design commodity placement area;Individuating highlights the sales area;Storing type to create display area.Optimizing the payment process in the service process;Improving the complaint handling process;Providing value-added services.Through the above factors,the convenience store business of FY company is promoted "to remedy the disease",and realized the healthy and leap-forward development of the convenience store.