Research On The Service Marketing Strategy Of Henan X Company’s Gas Station Convenience Store

At present,as the enterprise strategy of many gas stations in China has changed from "selling oil" to "comprehensive service sales",how to improve and develop the sales volume of non-oil business of gas stations has become a problem that gas stations need to face.Secondly,with the increasing innovation of China’s retail market,many problems accumulated over time in the development process of gas station convenience stores have also been exposed,especially in the new retail state,the traditional marketing mode is relatively passive,the goods and services can not keep up with the pace of people’s demand,and the management mode of gas stations is lack of innovation.In the above context,this study is based on the 7P marketing theory,using SWOT analysis and the Five Forces Model analysis tools.The research object is the convenience store of X Company’s gas station in Henan Province.Measurement indicators are determined through literature review,customer interviews,and other aspects.A customer satisfaction evaluation system is established.Based on this,relevant survey questionnaires are designed to survey X Company’s gas station convenience store customers,and the survey results are analyzed,Based on the analysis of its internal environment,identify the problems that exist in the marketing process of gas station convenience stores,and identify key factors to improve existing problems.Through the investigation and result analysis,this paper puts forward strategic suggestions for the convenience store of the gas station of Henan X Company from three aspects: the business positioning of the convenience store of the gas station,the7 P marketing mix,the advantages and threats,and the advantages and opportunities combination,combined with the basic guarantee required for the implementation of the strategy,in order to achieve the goal of improving the market competitiveness of the convenience store of the gas station of X Company.