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论文编号：	4721
作者编号：	2120102619
上传时间：	2012/12/11 2:43:43
中文题目：	中国石化易捷便利店竞争战略研究
英文题目：	Research on Competitive Strategy for SINOPEC Easy Joy Convenience Store
指导老师：	赵伟
中文关键字：	中国石化;易捷便利店;竞争战略
英文关键字：	Sinopec;Easyjoy Convenience Store;Competitive Strategy
中文摘要：	迅猛发展的中国经济，使国内成品油零售领域和连锁零售业发生了深刻的变化，在创造巨大市场机会的同时，也催生了愈演愈烈的竞争和挑战。在国内以便利店为代表的加油站非油品业务随着近几年汽车产业的蓬勃发展，已经步入高速发展阶段。“易捷”加油站便利店作为中国石化非油品业务的实现终端和利润源泉，在经历了低起点起步和快速扩张后，逐渐进入以做强和做精为重点的新发展轨道。因此，在成品油零售领域占有垄断优势的中国石化必须在已经高度市场化的连锁便利店行业认清自身的不足和劣势，通过选择正确的竞争战略和实施措施，在日益激烈的竞争环境中扬长避短、做大做强。本文以中国石化易捷便利店为研究对象，以易捷便利店竞争战略研究为重点，运用战略分析的PEST以及SWOT等相关理论和工具，系统的分析和总结了易捷便利店的竞争环境、发展现状以及存在的问题，并为竞争战略的选择和实施提出了具体的建议和措施。本文首先介绍了易捷便利店的发展现状并对其竞争作了具体分析，通过分析确定了易捷便利店在日益激烈的行业竞争中所面临的机会与威胁以及优势和劣势，确定了扩张性的发展战略。在竞争环境分析的基础上，结合加油站便利店的主要竞争对象和具体特点确定了其细分市场和定位。重点论述了易捷便利店选择低成本战略和差异化战略的理由及利用这两种战略获取竞争优势的手段和方法，最后提出了保证其竞争战略实施的具体策略和措施。本文的创新之处在于通过论证，确定了中国石化易捷便利店应选择通过发挥品牌竞争力、利用规模化优势、完善物流配送体系获取低成本带来的优势，通过商品管理差异化、营销手段差异化、顾客服务差异化获取差异化带来的优势，并通过进一步加大市场开拓力度、拓展门店网络规模、完善信息技术及物流配送体系、提高专业化运营水平、防范各种经营风险等一系列措施保证竞争战略的实施。
英文摘要：	There is profound changing between domestic refined oil retail sector and chain retail industry with development of rapid China’s economy. Non oil business on behalf of convenience store has stepped into a fast development with growing of automobile industry. After low starting point and fast expansion, Easy Joy which is achieving terminal and the source of profits of Sinopec’s non oil business is going on the track of sound progress. Sinopec which take advantage of monopoly in the field of retail sales of refined oil need to clarify own weaknesses and threats in highly mercerization of chain retail industry and choose competitive strategy and implement measures in the future. This thesis analyses and summarizes Easy Joy's competitive environment, developing situation, existing problem and puts forward concrete proposals and measures for selecting and implementing competitive strategy by focusing on Easy Joy's competitive strategy research, applying PEST and SWOT on analysis. This thesis firstly introduces the development status of Easy Joy and makes a specific analysis of its competition and determines the opportunities and threats in facing increasingly competition as well as advantages and disadvantages of the expansionary development strategy. On the basis of analyzing competitive environment, combined with main competition object and the specific characteristics of the gas station convenience stores to determine its market segments and positioning. This thesis discusses the reason for overall cost leadership strategy and differentiation strategy reason for Easy Joy and the means and methods of using these two strategies to gain competitive advantage and proposes specific strategies and measures to ensure the implementation of its competitive strategy finally. The innovation of this thesis is that Easy Joy should choose play a brand competitiveness, make use of the advantages of large-scale, improve logistics and distribution system to obtain the benefits of overall cost leadership, differentiate through commodity management, marketing differentiation, customer service differentiation for differences of benefits and a series of measures to ensure the implementation of competitive strategy through increased marketing efforts to expand the size of the store network, improve IT and logistics and distribution system, improve the professional level of operations, the prevention of a variety of operational risks by demonstration.
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