Research On The Service Marketing Strategy In Sinopec EasyJoy Convenience Store

In recent years,the Sinopec had strengthened its traditional non-oil business of EasyJoy convenience store,and also accelerated other service programs as car services,insurance,advertising,fast food,etc.Thus,the whole business of EasyJoy had maintained a promising momentum of growth.But now the development of EasyJoy is facing with the pressure that resulted by the domestic refined oil retail market competition,professional operation level of convenience stores,and business expansion mode relied on the convenience store network.Because there was complementary and mutual promotion of the characteristics between oil business and non-oil business,main domestic rivals,including Petro China,CNOOC,foreign companies and social private gas station,had made non-oil business as the focus of operations,and increased continuously investment in non-oil marketing,service development,etc.In order to accomplish a further development of non-oil business of Easyjoy convenience store,in this article,we take the Sinopec SD Company as an example to discuss how to adapt to an ever-changing marketing environment and to set out a Marketing Mixed Strategies in accordance with EasyJoy convenience store,to enhance its market competitiveness and sustainable development ability.In this article,we studied on the macro and micro marketing environment situation of SD convenience store,used some marketing theories to summarize its marketing status and problems.Identified the strength and weakness;opportunities and threats of EasyJoy convenience store business via SWOT analysis,which as a basis to research on target market strategy,thus,a target market segmentation and positioning of EasyJoy convenience store has been achieved.Based on the research of target market strategy,combined with the 7Ps service marketing mixed strategy theory,considering some factors that included the prices of goods,channel,promotion,staff,service progress,circumstances,etc.,there was proposed new marketing strategy and discussed how to ensure the implementation of marketing strategy which could solve the current development dilemmas of EasyJoy convenience store and achieve the sustainable development of the company's non-oil business.With the deepening reform of refined oil and the rapid development of Internet tech,the domestic refined oil sales enterprises will be also facing the same problem in the development of non-oil business.It was an important reference for refined oil sales enterprises to implement effective marketing strategy for gas station convenience store and to improve their service ability and to build an advanced service organization.