發(fā)布時間：2019-04-26 19:11

【摘要】：隨著我國成品油市場的開放,市場競爭加劇,加油站多元化經營在我國得到了一定的發(fā)展。本文針對非油品業(yè)務在國內外發(fā)展的現狀,基于市場營銷中的相關理論,結合國內外加油站便利店的促銷策略及實踐,對中國石油四川銷售分公司的促銷策略進行了系統(tǒng)的研究。 首先分析了中國石油天然氣集團公司旗下的四川銷售分公司加油站便利店的發(fā)展現狀及促銷現狀,并總結了促銷現狀中存在的問題。其次探討了促銷策略的影響因素,根據四川銷售公司的特殊情況,分別從內部影響因素和外部影響因素兩個方面展開了討論。其中內部影響因素包括促銷觀念、企業(yè)經營管理、人員、促銷手段、促銷方式和促銷效果,而外部影響因素則包括顧客類型及消費群體、購買行為、社會消費心理、便利店位置和營銷政策等。并在此基礎上比較了不同的促銷策略,討論了如人員推銷、廣告、公共關系、銷售促進的優(yōu)缺點及適用范圍。同時,基于不同位置的加油站便利店、不同類型加油站便利店、不同類型消費者的加油站便利店對有關促銷策略及促銷組合進行了選擇。得出加油站便利店應該根據所處地理位置的不同、加油站自身類型的不同和目標顧客的差異,采用不同促銷策略及促銷組合的結論。最后探討、分析制定出適合四川銷售公司加油站便利店發(fā)展的最優(yōu)促銷策略方案,包括加油站便利店的促銷活動程序、組織框架、方案形成和加油站便利店促銷策略的實施,并以此指導四川銷售分公司加油站非油品業(yè)務的開展,從而為同類企業(yè)開展加油站非油品業(yè)務,推進便利店的發(fā)展提供一定的參考,有效地拓展我國加油站的利潤空間,提高我國加油站在市場上的競爭力。
[Abstract]:With the opening up of China's oil products market and the intensification of market competition, the diversified operation of gas stations has been developed to a certain extent in China. In view of the development of non-oil business at home and abroad, based on the relevant theory of marketing, combined with the promotion strategy and practice of convenience stores at gas stations at home and abroad, The promotion strategy of PetroChina Sichuan sales Branch is studied systematically. This paper first analyzes the present situation of development and promotion of convenience stores of gas stations in Sichuan sales branch of China National Petroleum Corporation (CNPC), and summarizes the problems existing in the present situation of sales promotion. Secondly, the influence factors of promotion strategy are discussed. According to the special situation of Sichuan sales Company, the internal factors and external factors are discussed respectively. The internal influencing factors include promotion concept, enterprise management, personnel, promotion means, promotion method and promotion effect, while external factors include customer type and consumer group, purchase behavior, social consumption psychology, and so on. Convenience store location and marketing policy, etc. On this basis, the different promotion strategies are compared, and the advantages and disadvantages of personnel promotion, advertising, public relations, sales promotion and the scope of application are discussed. At the same time, based on different locations of gas station convenience stores and different types of consumers' gas station convenience stores, the promotion strategy and promotion combination are selected. It is concluded that the convenience stores of gas stations should adopt different promotion strategies and combination according to the different geographical location, the different types of gas stations and the difference of target customers. Finally, the optimal promotion strategy scheme suitable for the development of gas station convenience store in Sichuan sales Company is analyzed, including the promotion activity procedure, the organization framework, the scheme formation and the implementation of the gas station convenience store promotion strategy, which is suitable for the development of gas station convenience store in Sichuan Province. And this guide Sichuan sales branch gas station non-oil business development, thus for similar enterprises to carry out gas station non-oil business, promote the development of convenience stores to provide a certain reference, effectively expand the profit space of gas stations in China. Improve the competitiveness of gas stations in the market.
【學位授予單位】：西南石油大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.22

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