【摘要】：加油卡是適應(yīng)成品油市場(chǎng)形勢(shì)發(fā)展的必然產(chǎn)物,是用來為汽車加油的儲(chǔ)值卡,有極高的便利性,并且針對(duì)不同品牌的加油卡有不同的優(yōu)惠措施和增值服務(wù)。加油卡可以為客戶提供更優(yōu)質(zhì)的服務(wù)的特性得到了廣大消費(fèi)者的普遍認(rèn)同,“刷卡加油”已成為引領(lǐng)成品油零售市場(chǎng)的新潮流。加油卡業(yè)務(wù)已經(jīng)發(fā)展成為當(dāng)今成品油銷售企業(yè)競(jìng)爭(zhēng)的一種有效營(yíng)銷手段,它可以鎖定優(yōu)質(zhì)高效客戶,為銷售企業(yè)的擴(kuò)銷增量,擴(kuò)大市場(chǎng)份額,取得競(jìng)爭(zhēng)優(yōu)勢(shì)提供重要支撐。目前,國(guó)內(nèi)外各大石油公司都推出本企業(yè)的加油卡,并實(shí)施一系列加油卡營(yíng)銷策略,起到較好的實(shí)施效果。 加油卡對(duì)客戶而言,除了“支付”功能之外,還可以獲得一定增值服務(wù)；對(duì)企業(yè)而言,加油卡是記錄客戶數(shù)據(jù),研究消費(fèi)需求和行為的有效手段：對(duì)一線零售員工來說,加油卡減少了現(xiàn)金收取的風(fēng)險(xiǎn),降低企業(yè)開發(fā)客戶的成本。因此,本文從中國(guó)石油H銷售分公司加油卡營(yíng)銷現(xiàn)狀及存在問題著手,依據(jù)市場(chǎng)營(yíng)銷的相關(guān)理論,分析了加油卡的市場(chǎng)需求和市場(chǎng)競(jìng)爭(zhēng)狀況,明確了中國(guó)石油H銷售分公司加油卡的市場(chǎng)定位,在此基礎(chǔ)上,提出了該公司加油卡的產(chǎn)品策略、推廣策略、渠道策略、價(jià)格策略、促銷策略及客戶忠誠(chéng)度策略,形成了該公司加油卡的營(yíng)銷策略組合。
[Abstract]:Refueling card is an inevitable product to adapt to the development of the market of refined oil, is a stored value card used to fuel the automobile, has extremely high convenience, and has different preferential measures and value-added services for different brands of refueling cards. The characteristic that refueling card can provide customers with better service has been generally accepted by consumers. "swiping card refueling" has become a new trend in leading the retail market of refined oil. Refueling card business has developed into an effective marketing method in the competition of oil products sales enterprises. It can lock in high quality and efficient customers and provide important support for sales enterprises to expand sales increment, expand market share and obtain competitive advantage. At present, oil companies at home and abroad have launched their own refueling cards, and implemented a series of refueling card marketing strategies, which play a better implementation effect. In addition to the "pay" function, refueling cards can also provide certain value-added services. For enterprises, refueling cards are an effective means to record customer data and study consumer demand and behavior: for front-line retail employees, Refueling cards reduce the risk of cash collection and reduce the cost of developing customers. Therefore, starting from the current situation and existing problems of refueling card marketing in CNPC H sales Branch, according to the relevant theory of marketing, this paper analyzes the market demand and market competition of refueling card. The market orientation of refueling card in CNPC H sales Branch is clarified. On this basis, the product strategy, promotion strategy, channel strategy, price strategy, promotion strategy and customer loyalty strategy of CNPC are put forward. Formed the company refueling card marketing strategy combination.
【學(xué)位授予單位】：南昌大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.22

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本文編號(hào)：2291125