Research On Service Marketing Strategies Of CNPC Dalian Gas Station Convenience Store

On the period of low oil price and the rise of new energy vehicles,the demand for oil products is decreasing,and the competition in oil products business gets more and more fierce.Meanwhile,people’s consumption demand is becoming increasingly diversified.Therefore,the oil sales business is not enough to support the development strategy of oil sales enterprises.In order to improve new profit point,to change the single gas station mode of operation,oil sales enterprise is given priority to "gas station+convenience store"business mode,car wash,fast food service of non-oil products business.On the one hand,it can satisfy the increasingly diversified and personalized demand,on the other hand,which can enhance the enterprises competitive advantage.CNPC Dalian branch has been committed to the development of its non-oil business,which is mainly concentrated in 277 U-smile convenience stores in Dalian.The paper analyzed the current situation and existing problems of CNPC Dalian U-smile convenience stores.By understanding the business dynamics of gas station convenience stores and studying the marketing status and development trend of oil product sales enterprises in domestic and overseas,I gained some experience and inspiration.With the theory of service marketing,the advantages and disadvantages,opportunities and threats of CNPC Dalian convenience stores were analyzed,by using Five Force Model to analyze the current and potential competitors.I carried out consumer demand investigation questionnaire analysis,through the market segmentation,market selection,positioning to provide support for the establishment of the follow-up service marketing.I hope that the research can help CNPC Dalian to formulate effective service marketing strategies and provide guidance,so as to improve its market competitiveness and profit growth point,steadily moving forward to the road of sustainable and healthy development.