本文在第一、二章以加油站发展历史过程中的市场定位和行业竞争策略为背
景，通过大量阅读借鉴文献书籍、学位论文、网络资料，对国外加油站发展历程，
国内加油站市场化进程进行梳理和回顾，分析了加油站业态发展、竞争策略的规
律性和特殊性。对零售业态、商业生态系统、生态圈、7Ps 服务营销及顾客满意
相关理论进行了研读和综述。利用 PEST、波特五力模型和 SWOT 工具分析得出行
业竞争将更加激烈，主要竞争主体依然在两大集团之间，中石油应发挥优势，在
城区加油站汽油和非油品创效能力上下功夫。鉴于不同加油站其市场环境和目标
客户群体差异较大，以营销为导向遵循行业规则，把加油站分成四类和“现代驿
站”、“人·车服务站”及“车辆加油站三种定位

从第三章开始，把论证分析对象范围缩至中石油城区加油站，通过数据分析，
指出中石油在区外市场中城区加油站的竞争地位。在人车需求分析中提出客户主
动需求和被动需求的营销差异，以及潜在需求的扩展和创造。通过对中石油城区
加油站竞争策略着力点的现状分析，并与中石化竞争策略的对比，归纳了现有竞
争策略五个方面的问题，提出以加油站为综合服务平台，构建“人·车·生活生
态圈，作为解决问题的方案

本文第四章引用相关理论对生态圈概念内涵进行了释义，依据城区加油站
“人·车服务站”定位，研究了生态圈功能布局，增强客户粘性的途径。综合商
业模式一般要素和成品油行业竞争战略，提出建立城区加油站人·车·生活生态
圈价值主张、创客思维、利益相关者、核心能力、盈利模式及营销模式六要素模
型，并对六要素进行了逻辑说明和内容阐述。本章小结指出生态圈构建是解决现
有竞争策略问题的关键一步，问题最终解决还需通过向客户的服务营销才能实现

本文第五章以坚持服务理念，建设服务体系，在生态圈平台上解决营销策略
问题为出发点，提出了产品品牌化策略，价格一致化策略，渠道入口化策略，促摘要
II
销层级化策略，人员亲情化策略，过程标准化策略及物质环境场景化策略的服务
营销建议。论文最后第六章给出关于中石油城区加油站“人·车服务站”定位，
人·车·生活生态圈六要素模型，7Ps 服务营销组合策略的三点结论和两点创新
之处。指出生态圈概念内涵释义，实体企业构建生态圈缺乏成熟理论指导和成功
实践案例的局限性，以及城区加油站升级为生态圈竞争情况下，各要素不同程度
受制于体制机制约束下的后续研究方向

关键词：加油站 营销策略 人·车·生活生态圈 竞争 服务营销Abstract
III
Abstract
Since 2013, China&39;s economy has entered a new normal. International oil prices
continue to fall, resources growexcessive, demand of refined oil
productsrecedesyearafter yearwithintensely competitive domestic markets, petroleum
sales enterprisesexplorein succession practicing new competing models and marketing
strategies to curb the downward trend of sales.
In ChapterOne and Chapter Two, in the context of the market positioning and
industrial competition strategy in the history of gas station development,through
extensive reading, literature reference, dissertation, and network data, theresearcher
intends to sort out and review the developmentalprocess of foreign gas stations and
the marketing process of domestic gas stations,and then The article analyses the
regularity and particularity of the gas station business development and the
competition strategy.The retail industry, business ecosystem, ecosphere 7Ps service
marketing, customer satisfaction standards and theories have been studied and
reviewed.PEST, Porter&39;s five-force model and SWOT toolsare utilized to analyze The
competition in the industry will be more intense, The main competition is still
between the two groups, Petrochina should play an advantage, In urban gas station
petrol and non-oil creative ability to work up and down. In view of the difference
between the market environment and target customer groups of different gas
stations,where marketing is oriented, industrial rulesobserved, and the gas station
divided into four categories and three positions of modern post station, driverand
car service station and vehicle service station.
Starting from ChapterThree, the scope of the argument and analysis objectis
reduced to downtown gas stations of petrochina. Through the analysis of data, it
points out thatthe competitive position of Sinopecdowntown gas stationsoutside the
regional market. In analysis of driver-and-cardemand, the marketing difference of
customer&39;s active and passive demand is put forward as well as the expansion andAbstract
IV
creation of potential demand. By analyzing the current situation of the competitive
strategy of the gas station in petrochina city, Compared with the competition strategy
of sinopec, This paper summarizes the five problems of existing competition strategy.
In this paper, a comprehensive service platform is proposed to construct peoplecar
life ecosphere as the solution to the problem.
In Chapter Four of this thesis, the concept of ecosphere is paraphrased with
relevant theories. On the basis of downtown gas stationpeople-and-car service
station positioning, This paper studies the function layout of ecosphere and enhances
the way of customer stickiness.Integratingbusiness model general elements and
product oil industry competition strategy, the researcher also proposes the six-factor
model with logic instructions and content description. The model comprisesurban gas
station construction proposal with man-and--life ecosphere value proposition, maker
mindset, stakeholder, core competence, profit model, and marketing model.Taking the
six-factor model of life and ecoshphere This chapter points out that ecosphere
construction is a key step to solve the existing competition strategy problem. The
problem is ultimately solved by customer service marketing.
The fifth chapter is to uphold the concept of service and build a service system.
To solve the marketing strategy problem on the ecosystem platform,Put forward the
product brand strategy, Price consistency strategy, channel entry strategy, promotional
hierarchical strategy, personnel strategy, affection process standardization strategy and
physical environment scene strategy of marketing strategy recommendations. In the
last chapter of the thesis, the author gives three conclusions and two innovations about
the positioning of the peoplecar service station, theThe six-factor model of life
ecosphere,, the six elements model of life ecosphere and the 7Ps service marketing
mix strategy. The paper points out the connotation of ecological circle concept, and
the limitation of the practice cases of real enterprises in constructing ecological circles
without mature theoretical guidance and successful practice cases. In the case of the
upgrading of the urban gas station to the ecological circle competition, the various
factors are subject to the following research direction under the constraints of
institutional mechanism.Abstract
V
Keywords: gas station; marketing strategy; driver& car life biosphere;
competition; service marketing目录
VI
目 录
第一章 绪论1
第一节 选题背景及研究意义........1
一、选题背景.....1
二、研究意义.....2
第二节 国内外相关研究动态及文献综述3
一、国外加油站发展历程、竞争策略与文献综述.... 3
二、国内加油站市场化进程、竞争策略与文献综述 4
三、相关标准与理论综述.........7
第三节 研究方法与研究思路..........
。。。以上简介无排版格式，详细内容请下载查看