Study On The Marketing Strategy Optimization Of Barijat Easy Joy Convenient Store

With the increasingly fierce market competition,the sales profit of refined oil has been reduced,resulting in very low sales profit of refined oil,and even no profit in sales of refined oil.If an enterprise only relies on a single oil product business model,it is difficult to compete in the market.To survive,the structural adjustment and business transformation of the gas station are necessary measures.The key to the development of non-oil products business in Barijat Easy Joy convenience store lies in the operation of Sinopec’s "Easy Joy" brand convenience store..In this study,Barijat Express convenience store is regarded as an important object.Firstly,it conducts an in-depth analysis of its non-oil business and draws corresponding results.Then,using STP theory and 4P marketing theory,it analyzes the external environment and internal environment of non-oil marketing of Barijat Easy Joy convenience store,and uses SWOT analysis.The method analyzes the advantages,disadvantages,opportunities and threats in the non-oil marketing of Barijat Express convenience store.Then,after a comprehensive analysis of the non-oil marketing environment,advantages and disadvantages of the Barijat Express convenience store,combined with the current specific situation of the non-oil marketing of the Barijat Express convenience store,the non-oil product marketing of the Barijat Express convenience store is analyzed.The problems in oil product marketing mainly include: lack of professionalism in promotion methods,simplification of marketing channels,lack of pertinence in the implementation of pricing strategies,lack of product business,etc.On this basis,based on the sales market,combined with market demand and Target consumer characteristics,subdivide the marketing market of non-oil products,determine the target market,and position the market for non-oil products,formulate products,prices,channels and promotion optimization strategies that are consistent with the actual situation: put forward a variety of products in terms of products In terms of price,it proposes a diversified pricing mechanism;in terms of channels,it proposes to strengthen traditional major customer marketing channels and online and offline channel strategies;in terms of promotion,it proposes diversified promotion plans.Finally,in terms of organizational structure,institutional guarantee and capital guarantee,the implementation of marketing strategies for non-oil products business is proposed,which promotes the expansion of the business scope of Barijat Easy Joy convenience store,increases corporate revenue,and occupies a larger market.The optimization of marketing strategy of gas station convenience store proposed in this paper can not only improve enterprise revenue,but also have certain reference significance for other enterprises.