【摘要】：本論文在顧客忠誠(chéng)理論等有關(guān)理論的基礎(chǔ)上,主要研究了以下四大方面的問(wèn)題:一是從理論及實(shí)踐研究背景出發(fā),認(rèn)為有必要針對(duì)中石化廣東H分公司加油站客戶忠誠(chéng)戰(zhàn)略相關(guān)問(wèn)題開(kāi)展系統(tǒng)性研究。在當(dāng)前中國(guó)加油站市場(chǎng)準(zhǔn)入的逐漸放松,跨國(guó)公司開(kāi)始大量進(jìn)入中國(guó)進(jìn)行加油站建設(shè),這使得成品油終端銷(xiāo)售市場(chǎng)面臨著嚴(yán)峻的挑戰(zhàn),中石化廣東H分公司加油站的實(shí)際業(yè)務(wù)經(jīng)營(yíng)能力和跨國(guó)公司有著一些差距,存在著用戶忠誠(chéng)度不足的問(wèn)題。其次,明確了加油站開(kāi)展?fàn)I銷(xiāo)活動(dòng)的核心就是提高用戶忠誠(chéng)。這一理論是針對(duì)加油站市場(chǎng)的實(shí)際環(huán)境提出的,用戶的實(shí)際需求有了一定的變化,而當(dāng)前的加油站業(yè)務(wù)存在局限問(wèn)題,因此需要向國(guó)外加油站學(xué)習(xí),提升用戶忠誠(chéng)度。第三,以中石化廣東H分公司加油站的油品與非油品業(yè)務(wù)研究為例,通過(guò)中石化H分公司加油站客戶結(jié)構(gòu)與消費(fèi)特征分析,以及國(guó)內(nèi)外加油站主要客群及消費(fèi)特點(diǎn)對(duì)比,從中發(fā)現(xiàn)公司當(dāng)前面臨的影響客戶忠誠(chéng)的有關(guān)問(wèn)題。對(duì)該公司面臨的競(jìng)爭(zhēng)優(yōu)劣勢(shì)及發(fā)展機(jī)遇等進(jìn)行分析,并通過(guò)客戶問(wèn)卷調(diào)查數(shù)據(jù)對(duì)其所面對(duì)的顧客需求進(jìn)行研究,在綜合各項(xiàng)影響因素及現(xiàn)有條件的情況下,針對(duì)中石化H分公司加油站目前經(jīng)營(yíng)中存在的顧客忠誠(chéng)有關(guān)問(wèn)題,提出中石化H分公司加油站下一步經(jīng)營(yíng)發(fā)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(yàn)證—即中石化H分公司要進(jìn)一步做好經(jīng)營(yíng)發(fā)展的前提是必須要在顧客忠誠(chéng)度上實(shí)施較大程度的改變。最后,綜合油品及非油品業(yè)務(wù)共同發(fā)展的思路,制定了中石化廣東H分公司加油站業(yè)客戶忠誠(chéng)戰(zhàn)略,通過(guò)油品及其他商品,制定了對(duì)應(yīng)的措施,以進(jìn)一步增加加油站的用戶忠誠(chéng)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(xué)位授予單位】：廣東財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F426.22;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前5條

1 曹陽(yáng)龍;史本山;;基于主成分分析的DEA復(fù)合評(píng)價(jià)模式及其應(yīng)用研究[J];現(xiàn)代管理科學(xué);2006年09期

2 馬力行,蔣馥;客戶忠誠(chéng)的影響因素及其相互作用[J];商業(yè)研究;2004年15期

3 陳明亮;客戶忠誠(chéng)決定因素實(shí)證研究[J];管理科學(xué)學(xué)報(bào);2003年05期

4 汪純孝,韓小蕓,溫碧燕;顧客滿意感與忠誠(chéng)感關(guān)系的實(shí)證研究[J];南開(kāi)管理評(píng)論;2003年04期

5 黃堅(jiān)平,李晉明;淺談?lì)櫩蜐M意度與顧客忠誠(chéng)度[J];北京工商大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2003年04期

，

本文編號(hào)：2298654