Research On Competitive Strategy Of Gas Station Of RY Company

Since the outbreak of COVID-19.China has taken positive measures to deal with it.The state and the people worked together to minimize the negative impact of the epidemic,and the work of all parties made steady progress.With the development of economy and society,the state has continuously launched various policies to gradually liberalize the retail market of refined oil.Various signs show that,as the terminal link of refined oil from exploitation,refining,to wholesale and sales,in the future gas station market,with the continuous liberalization of access authority by the state,the situation of competition among main businesses,private enterprises,foreign capital and other parties will become more and more intense,and the resulting market competition will also be unprecedentedly white-hot.At present,the national demand for cars is still very strong;At the same time,with the promotion of the country’s in-depth implementation of the green and low-carbon,coordinated development strategy and strengthening the development of high-quality energy,as a "major contributor" to carbon emissions,the field of passenger car gasoline has become one of the key targets of national and local attention.Gas stations are facing the urgent task of transformation and upgrading.As a company that manages multiple gas stations,before 2018,RY focused its business on the internal PT Organization,which belongs to the backend logistic department;the majority of revenue went to PT Organization.As PT continued its structural changes,since 2018 RY has gradually transitioned to become a self-financing company that services the community and fully embraces market competitions.So far,in Jinan RY owns 5 gas stations.RY has always held PT’s vision to "put customers first and provide top-notch services".RY continues to serve the consumers with reasonable pricing and high quality products.Nevertheless,throughout the years RY has faced issues such as lacking clear development strategies,losing competitive edges.Unreasonable staff structure,low brand awareness,low level of technology application and informatization.To tackle these challenges,it is crucial that RY comes up with clear strategies.This thesis will take RY company’s gas station business as the research object,analyze its external competitive environment from the aspects of macro development environment,industry environment and main competitors,list the opportunities and threats of RY company’s gas station,establish EFE matrix,and judge the current operation situation of RY company’s gas station and its response ability to opportunities and threats.By analyzing the value chain of RY company’s gas station business,listing resources and capabilities,strengths and weaknesses,establishing IFE matrix,and judging the response ability of RY company’s gas station operation status to strengths and weaknesses.On the basis of SWOT analysis,the characteristics of three basic competitive strategies are compared,the QSPM matrix is established,and the differentiated competitive strategy is selected according to the matrix results.Aiming at the differentiation strategy,combing the results of customer satisfaction questionnaire,this thesis delineates the strategic implementation path for the gas station business of RY company from three aspects:diversified supply,competitive model marketing,Maas platform service;It also puts forward some safeguard measures,such as security system,corporate culture,organizational transformation,digital information,human resource,so as to ensure the effective implementation of the established strategy and the smooth realization of the goal;At the same time,it provides a certain reference value for enterprises with similar background and development planning as ry company.