On The Mechanism Of Value Co-creation For Non-oil Products Business In Gas Stations Of Sinopec

In recent years,with the deepening of the socialization process and the rapid development of the economy,the continuous upgrading of consumption has reconstructed the relationship between "people and goods yard",giving birth to new consumption forms and business models.The existing research on enterprise customers to create value and specific practice and the lack of theoretical discussion,and a case study on a few only stay in the main business sales company,to other business especially attached to a main body and the convenience store has not been touched.As refined oil consumption growth had dipped,the international crude oil prices remain low,the industry competition has redoubled,practise more and more companies will operate in the utmost customer provide goods or services outside of fuel gas,this is referred to as "the oil business" gross profit contribution can reach more than 70%,has become oil companies to promote the comprehensive competition profitability important direction.With 2.7,among them convenience store at the top of the country’s Easy Joy China Petroleum and Chemical Corporation(Referred to as "Sinopec"),the oil business facing the changeable market environment in the process of management still exist many difficulties and problems,mainly displays in the target position is not clear,customer needs to grasp the poor effect of inaccurate,interact with customers.This paper takes Sinopec’s non-oil service station business as an example,applies the method of rooted theory research,and tries to explore the best effect of non-oil business using value co-creation mechanism innovation marketing strategy through interviews and surveys.The research structure is as follows:The first chapter puts forward the concepts of non-oil business,value co-creation and customer loyalty,conceies the research framework,and points out the innovation points and subsequent improvement.The second chapter combs the phased evolution of the value co-creation theory at home and abroad,summarizes the current research dimensions and relevant achievements,and excavates the areas that need to be improved to preliminarily construct a theoretical model for this paper.The third chapter adopts literature research,grounded theory,semi-structured interview and case study method to enhance the scientific nature,systematization and reliability of this paper.The fourth chapter obtains basic research data by interviewing gas station customers,and sublimates the mechanism outline of value co-creation into a theoretical model according to the three core steps of the rooted theory method.The fifth chapter explains from the aspects of utility value to experience value deepening,the driving factorsof customer participation value co-creation,the behavioral path of enterprise and customer co-creation,and the effect of customer participation value co-creation,and puts forward important findings.Chapter six,based on the perspective of enterprise and customer value co-creation,puts forward the basic steps of resource development,influencing factors of customer participation,core tasks of value co-creation and other management strategies centering on Sinopec’s non-oil business in Gas Stations.The main findings of this study include:(1)economic benefit efficiency,psychological perception efficiency,self-actualization efficiency and social relationship efficiency constitute important driving factors for customers to participate in value co-creation actively.(2)Enterprises and customers promote co-creation behavior through resource interaction,brand innovation and interpersonal interaction;(3)The experience value deepens,the customer loyalty enhances,and the enterprise grows to become the value co-creation remarkable effect,the perceived enterprise support influences the customer participation value co-creation degree as the intermediary variable.