Marketing Analysis Of Service Station For Sinopec S Company

With the gradual opening of the domestic refined oil market by the Chinese government,the transnational refined oil sales enterprises trying to participate Chinese domestic refined oil market deeply,which makes refined oil become normal product gradually.The gas station which sales oil only has been difficult to meet the growing needs of consumers.The refined oil sales enterprises need to expand non-oil business such as convenience stores,auto mall,fast food restaurant and motel to create a one-stop service platform for vehicle travel consumers with oil business urgently.This research can fill in the blanks of refined oil sales enterprise's service stations' marketing research,provide rich realistic foundation for service stations' linking marketing.In the meantime,service stations' marketing research will help refined oil sales enterprise meet the needs of the market,improving market competitiveness,and finally raise the market share.Taking the refined oil sales enterprise service station's marketing strategy as the starting point,this paper use documentary research method analysis the advanced theoretical research in the world,compares the differences of the service station between Chinese refined oil sales enterprises and other developed countries' refined oil sales enterprises and predict the future of service station.Use case study method chooses Sinopec S company's service station as the research object,supplemented with questionnaire survey to acquire customer need in YJ area,use data analysis method research economic development of YJ area,district competitive situation,customers' needs and development situation of Sinopec S company.This paper use STP analysis method to segment the market and find out the main consumer groups of Sinopec S company,so that company can centralize marketing resources to break the critical point of the market share growth.By using SWOT analysis method,this paper analyzes the four factors of Sinopec S company —strengths,weaknesses,opportunities and threats to find out how it reflects service station's marketing activities.We should take advantage of market potential to stimulate Sinopec S company optimizing management structure,improving marketing efficiency,and therefore raise the market share.By using 4Rs marketing analysis method to find out the relationship between enterprises and consumers,makes the enterprise establish a close tie with consumers,so that the enterprise can revise the marketing method according to consumer's needs to make reasonable marketing strategy,promote enterprises development.Summary all the analysis result,the market strategy of Sinopec S company should center on customer,under the support of Sinopec IC card and “Easy joy” system,focus to doing different consumers' maintenance,and do precision marketing based on consumer's needs.According to this paper,Sinopec S company can use the reasonable marketing strategies to improve service station sales,the enterprise-customer relationship will more and more rapport,which lay the foundation for company's further development.This paper also has some reference for other refined oil sales enterprise making marketing strategy.