The Research Of Promoting The Loyalty Of Gas Station Consumers

Thedomesticoilretailindustryisfacingachangingsituation,concluding the rising Consumer demand for marketing and consumingexperience,thedeclineofloyaltyandtoleranceofpoor experience.And thereisno authoritativeresearch abouthow to promotecustomerloyaltyandgasstations' turnoverandprofitforthe owners.Thisthesisanalyzed thebasiccircumstance,difficultiesand threatens ofthe domestic oilretailindustry first.Secondly the researcherputforward research hypothesis based on the Philip Kotler's Theory of Customer Behaviorand Hawkins Consumer Behavior Modelsoastousetheconsumerbehaviortheoriesinthe fieldofgasstationconsumerresearch.Nexttheresearcherchosethe gasstations' individualconsumersofonesalecompanyasthetarget objectandanalyzedtheirconsumingbehavior,consumptiondecision chain and the influence factors ofbehaviorvia qualitative and quantities research.Then the researcherbuiltup the Consumer behaviordatabaseofgasstationconsumersandtheloyaltyinfluence factormodelofgas station consumers via a large numberof consumerquestionnaire.Theresearcherconcludedfiveproposalsof branding,classified management of gas stations,customer management,marketingandexperiencepromotion.Finally,theresearcherchoseonecitysitetolaunchapilotproject ofholdingcommunityactivities,marketing,experiencepromotionand surpriseserviceproviding.Throughamonthofpilotwegainedgood effectsonattractingnewcustomers,promotingtheloyaltyofregular customers,promotingtheturnoverandexperience.Thisreflectsthe resultsoftheresearchisusefultopromotecustomerloyaltyandgas stations' turnoverandprofitfortheowners.