中石化xx加油站营销策略研究

摘　要
近几年随着终端销售网络建设的发展，加油站布点基本饱和。小型农村加油站具有多方面的经营和管理劣势：从地域分布看是分散、偏僻；从拥有数量看是点多面广；小型农村加油站虽然具有上述种种劣势，但它同时也是中国石化与中国石油、当地其他油品经营企业及个体油品经营户的市场争夺对象，从总量上说它是一块不小的零售市场份额。　
本文主要以中石化小亮寺加油站作为研究对象，根据问卷调查结果和亲身实际工作经验，结合所学营销知识，分析中石化小亮寺加油站在运作模式、成品油业务、非成品油业务（包括便利店、餐饮、洗车、修车、换油、汽配销售等）、产品组合、产品定价、产品促销等方面的营销策略存在的一些问题。最后，依据分析总结，并针对中石化小亮寺加油站营销策略存在的问题提出一些建议及改进措施，希望能为中国石化小亮寺加油站或存在类似问题的加油站提供一些有价值的建议，以提高加油站销售额，达到提升加油站整体盈利水平的目的。

关键词：中石化小亮寺加油站；消费者行为分析；营销策略

Abstract
In recent years, with the development of Terminal sales building, gas station layouts basically come into saturation. Small rural gas station has many operation and management disadvantage, such as dispersed and remote distribution in, geography; much spot and wide range from the point of number. Small rural gas station has above all disadvantages; however, it is still the competitive object of China petrochemical, China oil, other local oil bus enterprises and the individual oil households. In terms of quantum, it is not a small of retail market share.
This paper mainly takes the small rural gas station xiaoliangsi as a research object in Sinopec, according to survey results and first-hand practical experience, combining with the marketing knowledge that I have learned,  analyze the marketing strategy problems existing in the operation model , refined oil product and non refined oil products business (including convenience stores, restaurants, car-washing, repairing, oil change, auto sales, and so on), product assortment, product pricing, product promotions etc. In the end, according to the analysis and summary this paper will provide some advice and the improvement measures to the problems of marketing strategy in xiaoliangsi. Hoping that can give some valuable suggestions to xiaoliangsi gas station and the others stations with the same problems as xiaoliangsi, thus we can achieve the purpose of increasing the sales and upgrading the profit level of the gas stations. 

Key words: the small rural gas station xiaoliangsi,analysis of consumers , marketing                                                                                  
        strategy       

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