| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第7-8页 |
| LIST OF ABBREVIATIONS | 第8-19页 |
| Chapter 1 Introduction | 第19-22页 |
| 1.1 Research Background | 第19页 |
| 1.2 Purpose and Significance of Research | 第19-20页 |
| 1.3 Research Methods | 第20页 |
| 1.3.1 Literature Review | 第20页 |
| 1.3.2 Statistical Analysis | 第20页 |
| 1.3.3 Case Study | 第20页 |
| 1.4 Structure of Papers | 第20-22页 |
| Chapter 2 Literature Review | 第22-31页 |
| 2.1 Literature on Retail Marketing | 第22-25页 |
| 2.1.1 Literature on the Evolution and Development of Retail | 第22-23页 |
| 2.1.2 Literature on Retail format | 第23-24页 |
| 2.1.3 Literature on Retail Brand | 第24页 |
| 2.1.4 Literature on Refined Oil Retail | 第24-25页 |
| 2.2 Literature on Marketing Strategy | 第25-28页 |
| 2.2.1 Literature on STP Strategy | 第26-27页 |
| 2.2.2 Literature on Marketing Strategies of Refined Oil Products | 第27-28页 |
| 2.3 Literature on Consumer Behaviour | 第28-29页 |
| 2.4 Literature on Customer Relationship Management | 第29-30页 |
| 2.5 Summary | 第30-31页 |
| Chapter 3 Case Description | 第31-41页 |
| 3.1 Introduction to Guangdong Petroleum Branch | 第31-32页 |
| 3.2 Retail Marketing Status of Guangdong Petroleum Product Oil | 第32-37页 |
| 3.2.1 Retail Patterns of Gas station | 第32-34页 |
| 3.2.2 Retail Marketing Strategy and main Strategies of refined Oil | 第34-37页 |
| 3.3 The Retail Marketing Strategy of Refined Oil and the Problems in ItsImplementation | 第37-40页 |
| 3.3.1 On the Strategic level of Retail Marketing | 第37-38页 |
| 3.3.2 Combination Marketing Tactic Problem | 第38-39页 |
| 3.3.3 Customer Service Problem | 第39-40页 |
| 3.4 Summary | 第40-41页 |
| Chapter 4 Case Analysis | 第41-56页 |
| 4.1 Macroscopic Environment Analysis | 第41-45页 |
| 4.1.1 Political and Legal Environment | 第41-42页 |
| 4.1.2 Economic Environment | 第42-44页 |
| 4.1.3 Socio-cultural Environment | 第44页 |
| 4.1.4 Technological Innovation Environment | 第44-45页 |
| 4.2 Industry Competitive Environment Analysis | 第45-49页 |
| 4.2.1 Potential Entry Threat | 第45-46页 |
| 4.2.2 Alternative Threat | 第46-47页 |
| 4.2.3 Supplier Bargaining Power | 第47-48页 |
| 4.2.4 Buyer's Bargaining Power | 第48页 |
| 4.2.5 Competition of Existing Enterprises in the Industry | 第48-49页 |
| 4.3 SWOT Analysis of Guangdong Petroleum Product Oil Retail Marketing | 第49-55页 |
| 4.3.1 Advantages of Guangdong Petroleum Branch | 第50-52页 |
| 4.3.2 Disadvantages of Guangdong Petroleum Branch | 第52页 |
| 4.3.3 Opportunities for Guangdong Petroleum Branch | 第52-53页 |
| 4.3.4 Threat from Guangdong Petroleum Branch | 第53-55页 |
| 4.4 Summary | 第55-56页 |
| Chapter 5 Case Countermeasure Discussion | 第56-73页 |
| 5.1 Marketing Strategy Formulation | 第56-61页 |
| 5.1.1 Marketing Segmentation of Product Oil | 第56-59页 |
| 5.1.2 Target Market Selection of Product Oil | 第59页 |
| 5.1.3 Marketing Orientation of Product Oil | 第59-61页 |
| 5.2 Marketing Strategy Implementation Measures | 第61-70页 |
| 5.2.1 Marketing Strategy Optimization | 第61-62页 |
| 5.2.2 Combination Marketing Tactic Optimization | 第62-68页 |
| 5.2.3 Customer Service Tactic Optimization | 第68-70页 |
| 5.3 Marketing Strategy Guarantee | 第70-71页 |
| 5.3.1 Human Resource Supporting | 第70-71页 |
| 5.3.2 Marketing Management Guarantee | 第71页 |
| 5.4 Summary | 第71-73页 |
| Chapter 6 Conclusion and Research Prospects | 第73-74页 |
| REFERENCE | 第74-76页 |
