加油站创新管理实施途径探析

Ways to implement innovative management at gas stations.

简要介绍了加油站业务的发展历程和现代加油站的定位,分析了对加油站实施创新管理的必要性和具体途径。指出加油站已从简单地满足汽车加油的需求,发展到以油品销售为主业,便利店销售、车辆维护服务及餐饮住宿为延伸的综合性车—人服务中心;面对加入WTO、国内成品油零售市场逐步放开的严峻形势和激烈竞争的格局,必须实施管理创新;实施管理创新可从服务对象的角度,进行市场区域分析、顾客需求和偏好调查及客户关系管理,对车辆、人员服务延伸来寻找创新点和创新方向,同时,从加油站的物流加服务的业务构成出发,按业务细分编制营销计划、组织营业,实施卖场和物流管理,通过内部流程诊断与分析评估来寻找创新点和创新方向。

Gas station service extends from filling oil to providing integrated service which covering selling oil, store, car maintenance, catering and accommodation service. Innovative management can begin from both internal and external points. From the external point, innovative management is focused on the service objects, cars and their owners. From the internal point, innovative management is differentiated by various services.