随着知识经济、信息技术和世界经济一体化的快速发展，中国经济正处于内 需扩张、结构改革和变革的重要时代，跨国公司和中国两大石油公司都在为了加 油站销售网络的争夺和布局而使出了各种大招，想从成品油零售市场获取更多利 润。 成品油市场对国民经济起着重要作用，其地位与人民生活息息相关。特别是 在当今流行的服务业，对加油站营销策略的研究遵循市场经济发展规律。中石油 盘锦分公司加油站作为成品油市场的主要经营者，加油站的营销策略既影响其经 济效益，又作为服务市场的窗口，时刻影响着消费者方面的出行生活。因此，中 石油盘锦分公司加油站营销问题的研究具有重要的实践价值，尤其是中石油盘锦 分公司加油站自身营销存在的不足以及营销竞争力的缺乏，更需要对中石油盘锦 分公司加油站的营销问题进行深入研究。 本论文采取理论与实际相结合的方法，以中石油盘锦分公司加油站作为研究 对象，通过实际走访和问卷调查的方式，了解中石油盘锦分公司加油站当前的服 务营销现实情况和面临的问题，并对存在的问题进行分析，包括主动服务意识、 商品丰富程度、促销活动吸引力等方面均低于平均水平，在查找内外原因的基础 上，有针对性地提出解决服务营销策略问题的对策建议，包括完善体制机制，增 强市场意识，注重调研，增强创新意识，丰富品牌内涵，树立品牌个性等建议。 关键词，中石油盘锦分公司；加油站便利店；昆仑好客；服务营销策略； 客户需求调研Abstract With the rapid development of knowledge economy, information technology and global economic integration, China's economy is in an important era of domestic demand expansion, structural reform and reform. Multinational companies and China's two major oil companies have made various moves for the competition and layout of gas station sales networks, and they want to obtain more profit from the refined oil retail market. The refined oil market plays an important role in the national economy, and its status is closely related to people's life，especially in today’s popular service industry,the research on the marketing strategy of gas stations follows the law of market economy development. PetroChina Panjin Branch gas stations, as the main operators of the refined oil market, the marketing strategy of gas station not only affects its economic benefit, but also serves as the window of service market, which affects the travel life of consumers all the time. Therefore, the research on the marketing problems of PetroChina Panjin Branch gas stations has important practical value, especially the deficiency of the marketing and the lack of marketing competitiveness of PetroChina Panjin Branch gas stations , and it is more necessary to make an in-depth study on the marketing problems of PetroChina Panjin Branch gas stations. This paper takes the method of combining theory with practice, takeing PetroChina Panjin Branch gas stations as the research object, with the method of actual visit and questionnaire survey ,to understand the current service marketing situation and the problems of PetroChina Panjin Branch gas stations , and to analyze the existing problems, including the active service consciousness, the commodity abundance, promotional attraction and other aspects are below the average level.On the basis of finding out the internal and external reasons, the paper puts forward some countermeasures and suggestions to solve the problems of service marketing strategy, including perfecting the system and mechanism, enhancing market awareness, paying attention to investigation and research, strengthening the market consciousness and innovation, emphasizing survey, enriching brand connotation, establishing brand personality and other suggestions.Key words: PetroChina Panjin Branch;Gas station convenience store;Kunlun Haoke;Service Marketing;Customer NeedsResearch目 录 第 1 章 绪论 ................................................................................................................- 1 - 1.1 研究背景 .........................................................................................................- 1 - 1.2 研究意义 .........................................................................................................- 2 - 1.2.1 研究的理论意义 ...................................................................................- 2 - 1.2.2 研究的现实意义 ...................................................................................- 2 - 1.3 国内外研究综述 .............................................................................................- 3 - 1.3.1 国外研究综述 .......................................................................................- 3 - 1.3.2 国内研究综述 .......................................................................................- 4 - 1.4 研究内容和方法 .............................................................................................- 7 - 1.4.1 研究内容 ...............................................................................................- 7 - 1.4.2 研究方法 ...............................................................................................- 8 - 1.4.3 研究思路 ...............................................................................................- 9 - 1.5 论文创新之处 .................................................................................................- 9 - 第 2 章 相关理论概念概述 ......................................................................................- 11 - 2.1 服务营销的基本概念 ...................................................................................- 11 - 2.1.1 服务营销的概念及特点 .....................................................................- 11 - 2.1.2 7P 服务营销组合的含义....................................................................- 14 - 2.2 加油站便利店服务营销概念 .......................................................................- 16 - 2.3 加油站服务要素界定 ...................................................................................- 16 - 2.4 加油站客户购买行为概述 ...........................................................................- 18 - 第 3 章 中石油盘锦分公司加油站服务营销环境分析 ..........................................- 19 - 3.1 中石油盘锦分公司简介 ...............................................................................- 19 - 3.2 中石油盘锦分公司加油站营销环境分析 ...................................................- 20 - 3.2.1 外部营销环境分析 .............................................................................- 20 - 3.2.2 内部营销环境分析 .............................................................................- 21 - 第 4 章 中石油盘锦分公司加油站服务营销状况的实证分析 ..............................- 24 - 4.1 调查研究对象 ...............................................................................................- 24 -4.2 调查内容.......................................................................................................- 25 - 4.3 调查方法.......................................................................................................- 26 - 4.4 调查结果.......................................................................................................- 27 - 4.5 调查结论.......................................................................................................- 30 - 第 5 章 中石油盘锦分公司加油站服务营销存在问题和原因分析......................- 31 - 5.1 中石油盘锦分公司加油站服务营销存在的问题.......................................- 31 - 5.1.1 商品提供存在安全隐患.....................................................................- 31 - 5.1.2 商品价格无竞争优势.........................................................................- 32 - 5.1.3 销售网点建设有待加强.....................................................................- 32 - 5.1.4 促销手段单一.....................................................................................- 33 - 5.1.5 主动服务意识不强.............................................................................- 34 - 5.1.6 硬件服务设施还有待全面提升.........................................................- 36 - 5.1.7 服务过程质量有待提高.....................................................................- 36 - 5.2 中石油盘锦分公司加油站服务营销存在问题的原因分析.......................- 37 - 5.2.1 盘锦地区同行竞争的激烈.................................................................- 37 - 5.2.2 公司营销管理体制不健全.................................................................- 38 - 5.2.3 客户需求调研不足.............................................................................- 39 - 5.2.4 品牌建设与维护还不够.....................................................................- 39 - 5.2.5 创新服务理念不彻底.........................................................................- 40 - 第 6 章 中石油盘锦分公司加油站服务营销问题的解决对策..............................- 42 - 6.1 提高企业营销竞争力...................................................................................- 42 - 6.1.1 完善附加服务，增加产品附加值.....................................................- 42 - 6.1.2 采用多元化的服务定价策略.............................................................- 42 - 6.2 完善营销管理体制.......................................................................................- 43 - 6.2.1 建立和完善服务管理机制.................................................................- 43 - 6.2.2 开展经常性的加油站客户满意测评制度.........................................- 44 - 6.3 加强客户需求调研.......................................................................................- 44 - 6.3.1 注重汽油市场调研.............................................................................- 44 - 6.3.2 加强柴油市场调研.............................................................................- 45 -6.3.3 偏重国省道市场调研 .........................................................................- 45 - 6.4 加强分公司品牌建设 ...................................................................................- 45 - 结 论 ..........................................................................................................................- 47 -