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MBA论文_场域理论视角下SP公司非油业务品牌生态圈建设研究

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摘要
近年来,随着成品油市场的日益开放,互联网的兴起,对零售实体店等行业形成强
烈冲击,石油资源枯竭和新能源汽车的扩张以及中国经济的持续快速发展,国民的消费
能力有所上升,购买的习惯也随之有所变动,现如今大有趋近国外发达国家的现象出现。
成品油的消费市场正在不断缩水,单纯的成品油销售业务早就无法满足企业长远发展和
效益追求的需要,大力发展非油业务已成为国内外加油站的发展趋势,这一举动不但可
以提高国内企业的市场竞争力,还可以提供更多的就业机会,为企业提供了新的利润增
长点的同时也扩大了社会的需求,具有非常重要的意义。
本论文以 SP公司非油业务为研究对象,采用文献法、案例分析法、问卷调查法等
理论结合实际的研究方法,对国内外加油站非油业务的发展历程以及现状进行了简单回
顾和分析。通过分析不同区域的消费者喜好以及对消费习惯的调查,剖析了 SP加油站
非油业务存在的主要问题,通过场域理论的主体、位置、惯习三要素对存在问题进行具
体分析研究。在场域理论的主体方面,要根据客户需求增加品牌主体经营范围,提炼品
牌核心丰富品牌内涵。在场域理论的位置方面,结合不同地域的加油站非油业务消费人
群进行市场细分,需要细分品牌商圈精准品牌定位。在场域理论惯习方面,需要紧跟现
代消费者新的购物方式,开展多渠道销售模式提升品牌策略。提出建设非油业务品牌生
态圈的对策建议。加强生态圈建设,构建产业联盟,提升自身的发展与竞争实力。通过
场域理论打造共生和寄生的品牌生态圈。通过品牌生态圈的建设实现和谐发展、多方共
赢,为 SP公司非油业务的发展战略提供借鉴意义。同时,希望对国内油品零售企业在
经营非油业务方面提供理性思维和操作借鉴。
关键词:品牌生态圈;场域理论;非油业务
I

ABSTRACT
In recent years, with the increasing opening of the refined oil market, the rise of the Internet, a strong
impact on retail stores and other industries, the depletion of oil resources, the expansion of new energy
vehicles, and the continuous and rapid development of China’s economy, the material conditions of residents
have improved. , Which directly improves the purchasing power of residents, which means that the original
structure of residents’ consumption habits has been broken, and the consumption habits of developed
countries are still being moved closer. The consumer market for refined oil products is shrinking. Refined oil
sales business has long been unable to meet the needs of long-term development and benefit pursuit of
enterprises. Vigorously developing non-oil business has become the development trend of gas stations at
home and abroad. This has not only become a new way for China to increase economic benefits, but also in
employment and market competition. Many other aspects have also brought positive effects.
In this paper, the non-oil business of SP Company as the research object, using literature method,case
study method, questionnaire method and other theories combined with the actual research methods, the
development process and status quo of the domestic and foreign non-oil business of gas stations are briefly
reviewed and analyzed. By organizing a questionnaire survey, the characteristics and demand preferences of
consumers in different regions are understood, and the main problems existing in non-oil business of SP gas
stations are analyzed. Through the three elements of the field theory, subject, position and habitus, the
existing problems are analyzed and studied concretely.In terms of the subject of the field theory, it is
necessary to increase the business scope of the brand subject, refine the core of the brand and enrich the
connotation of the brand according to the needs of customers. In terms of the location of the field theory,
market segmentation is carried out by combining non-oil business consumers of gas stations in different
regions, and precise brand positioning needs to be carried out in brand business circles. In terms of habitus of
field theory, it is necessary tokeep up with the new shopping mode of modern consumers and carry out
multi-channel sales model to enhance brand strategy. Put forward the countermeasures and suggestions on
the construction of non-oil business brand ecosphere. Strengthen the construction of ecological circle, build
industrial alliance,enhance their own development and competitive strength. Create symbiotic and parasitic
III
。。。以下略