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  本文關鍵詞：大連中石化加油站開展新興業(yè)務的營銷策略研究　出處：《大連理工大學》2015年碩士論文　論文類型：學位論文

  更多相關文章： 自助加油 非油品銷售 環(huán)境分析 目標市場 營銷策略

【摘要】：大連中石化成立于2002年,現(xiàn)有加油站42座,分布于大連市內(nèi)、開發(fā)區(qū)、旅順、莊河、瓦房店及普灣地區(qū),為了節(jié)約人工成本,提高效率,增加油品銷量和新的利潤點,在中石化總部的號召下,加油站于近年開始拓展新興業(yè)務,2008年開始非油品銷售業(yè)務,2012年開始自助加油業(yè)務,現(xiàn)有便利店40座,半自助加油站4座。通過近幾年銷售數(shù)據(jù)的比對發(fā)現(xiàn),公司油品銷售沒有隨著自助加油站數(shù)量的增多呈相應比例的增長,非油品的銷售額逐年增加,毛利卻止步不前。新興業(yè)務發(fā)展受多方面原因的制約,發(fā)展緩慢,沒有達到預期效果。本文以大連中石化加油站為依托,通過具體的分析,進行有針對性的研究,總結制約新興業(yè)務發(fā)展的問題,即開展新業(yè)務目標市場不明確、新業(yè)務產(chǎn)品品種單一、未有效執(zhí)行價格營銷策略、未進行分渠道差異化營銷、促銷活動不到位,未利用所有資源廣泛地開展關系營銷。為了解決以上這些問題,本文從市場營銷理論出發(fā),在總結歸納現(xiàn)有研究成果的基礎上,綜合運用多種研究方法對加油站新興業(yè)務的營銷進行研究,利用PEST方法分析加油站的宏觀環(huán)境、通過SWOT分析剖析公司的優(yōu)勢、劣勢、機會和威脅,依據(jù)STP理論對市場細分要素的特征進行分析,進而選擇目標市場,對市場進行定位,最后利用4P理論及關系營銷理論提出適合大連中石化加油站發(fā)展新興業(yè)務的產(chǎn)品、價格、渠道、促銷策略。
[Abstract]:Dalian Sinopec was founded in 2002, there are 42 gas stations in Dalian, development zone, Lushun, Zhuanghe, Wafangdian and Puwan area, in order to save labor costs and improve efficiency. With the call of Sinopec headquarters, gas stations began expanding their new business in recent years, starting non-oil sales in 2008 and self-refueling in 2012. There are 40 convenience stores and 4 semi-self-service gas stations. Through the comparison of sales data in recent years, it is found that the company's oil sales did not increase in proportion with the increase in the number of self-service gas stations. The sales of non-oil products are increasing year by year, but the gross profit is stagnant. The development of new business is restricted by many reasons, the development is slow and does not reach the expected effect. This paper is based on Dalian Sinopec gas station. Through specific analysis and targeted research, this paper summarizes the problems that restrict the development of new business, that is, the target market of new business is not clear, the new business product is single, and the price marketing strategy has not been effectively implemented. In order to solve these problems, this paper starts from the marketing theory, which does not carry out the differentiated marketing, the promotion activities are not in place, and all the resources are not used to carry out the relationship marketing widely. On the basis of summing up the existing research results, this paper synthetically uses a variety of research methods to study the marketing of gas station emerging business, and analyzes the macro environment of gas station by using PEST method. Through the SWOT analysis to analyze the company's strengths, weaknesses, opportunities and threats, according to the STP theory to analyze the characteristics of market segmentation elements, and then select the target market, market positioning. Finally, the 4P theory and the relationship marketing theory are used to put forward the products, prices, channels and promotion strategies suitable for developing the new business of Dalian Sinopec gas station.
【學位授予單位】：大連理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.72;F274

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