【摘要】：本論文在顧客忠誠理論等有關理論的基礎上,主要研究了以下四大方面的問題:一是從理論及實踐研究背景出發,認為有必要針對中石化廣東H分公司加油站客戶忠誠戰略相關問題開展系統性研究。在當前中國加油站市場準入的逐漸放松,跨國公司開始大量進入中國進行加油站建設,這使得成品油終端銷售市場面臨著嚴峻的挑戰,中石化廣東H分公司加油站的實際業務經營能力和跨國公司有著一些差距,存在著用戶忠誠度不足的問題。其次,明確了加油站開展營銷活動的核心就是提高用戶忠誠。這一理論是針對加油站市場的實際環境提出的,用戶的實際需求有了一定的變化,而當前的加油站業務存在局限問題,因此需要向國外加油站學習,提升用戶忠誠度。第三,以中石化廣東H分公司加油站的油品與非油品業務研究為例,通過中石化H分公司加油站客戶結構與消費特征分析,以及國內外加油站主要客群及消費特點對比,從中發現公司當前面臨的影響客戶忠誠的有關問題。對該公司面臨的競爭優劣勢及發展機遇等進行分析,并通過客戶問卷調查數據對其所面對的顧客需求進行研究,在綜合各項影響因素及現有條件的情況下,針對中石化H分公司加油站目前經營中存在的顧客忠誠有關問題,提出中石化H分公司加油站下一步經營發展的具體措施與策略,從而使本論文研究成果的可行性得到驗證—即中石化H分公司要進一步做好經營發展的前提是必須要在顧客忠誠度上實施較大程度的改變。最后,綜合油品及非油品業務共同發展的思路,制定了中石化廣東H分公司加油站業客戶忠誠戰略,通過油品及其他商品,制定了對應的措施,以進一步增加加油站的用戶忠誠度。
[Abstract]:On the basis of customer loyalty theory and other related theories, this paper mainly studies the following four major problems: first, from the theoretical and practical research background, It is necessary to carry out systematic research on customer loyalty strategy of gas station in Guangdong H Branch of Sinopec. At present, with the gradual relaxation of market access for gas stations in China, multinational companies begin to enter China in large numbers to carry out gas station construction, which makes the market for the end sales of refined oil products face severe challenges. There is a gap between the actual operation ability of the gas station of Guangdong H Branch of Sinopec and that of multinational companies, and the problem of insufficient customer loyalty exists. Secondly, it is clear that the core of gas station marketing activities is to improve customer loyalty. This theory is based on the actual environment of the gas station market. The actual demand of the users has changed to a certain extent, but the current gas station business is limited, so it is necessary to learn from foreign gas stations to enhance the loyalty of users. Thirdly, taking the study of the oil products and non-oil products business of the gas station of Guangdong H Branch of Sinopec as an example, through the analysis of the customer structure and consumption characteristics of the gas station of Sinopec H Branch, as well as the comparison of the main customers and consumption characteristics of the domestic and foreign gas stations. Find out the problems the company is currently facing that affect customer loyalty. This paper analyzes the competitive advantages and disadvantages and the development opportunities faced by the company, and through the data of customer questionnaire survey, studies the customer needs it faces, under the condition of synthesizing all the influencing factors and existing conditions. In view of the problems of customer loyalty existing in the current operation of the gas station of Sinopec H Branch, this paper puts forward the concrete measures and strategies for the next operation and development of the gas station of Sinopec H Branch. Thus, the feasibility of the research results of this paper is verified-that is, the premise of Sinopec H Company's further operation and development is that the customer loyalty must be changed to a large extent. Finally, by synthesizing the ideas of the common development of oil products and non-oil products business, the customer loyalty strategy of the gas station industry of Guangdong H Branch of Sinopec has been formulated, and the corresponding measures have been drawn up through oil products and other commodities. To further increase customer loyalty at the gas station.
【學位授予單位】：廣東財經大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.22;F274

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本文編號：2298654