自助加油站經營模式之探討

A Study of business model of self-service gas stations

蕭詠瀅(Hsiao,Yungying)

指導教授 ： 廖則竣

國立中正大學/管理學院/高階主管管理碩士在職專班/碩士(2012年)

摘要

國內加油站產業競爭激烈，傳統人工加油站之數量已漸趨飽和，在這樣激烈競爭的環境之下，經營加油站的獲利已不如往昔，因此，各加油業者無不思考更進一步的經營模式，希望能從傳統加油站的紅海中脫穎而出。
近年來，國內興起自助加油站的經營模式，然而國內加油站業者雖然眾多，競爭也相當激烈，但自助加油站的經營據點仍佔少數，因此，本研究利用個案研究的方式，針對資深經營者做深度訪談，探討自助加油站所面臨之競爭環境與行銷策略和過去的差異性，並且加入消費者對業者行銷策略的感受，再以此為基準，找出最適合自助加油之經營模式。
透過訪談內容和文獻資料的整理，針對自助加油的經營模式，本研究提出多角化策略與同業聯盟的方式來應對，由於國內加油站的經營環境無論是在法規或是消費習慣上，都還無法允許完全的無人化設置，為此，應利用多角化的經營模式來妥善運用人力以及增加消費者使用自助加油之興趣，其實際做法為設置便利商店或是快速保養中心來達成人力配置與增加服務提供，另一方面，透過聯合同業來共同出資經營，除了有助於增加自助加油站的據點數外，還可建立起一致性的自助加油品牌，這樣可快速拓展市場，同時也能改善與教育消費者對於使用自助加油之看法與習慣。

關鍵字

自助加油站

並列摘要

The domestic gas industry is highly competitive, traditional gas station is getting saturated, under such intense competitive environment, the profit of operating gas stations are not as good as ever, so all the industry professions are thinking the further business model, hoping to stand out from the competitive environment of traditional gas stations.
In recent years, the rise of business model of self-service gas station, although the number of domestic gas stations is many and which is plenty of competition, the self-service gas stations are still in a few. Therefore, this study uses the way of case study, and use in-depth interview to CEO for understanding the different between traditional gas stations and self-service gas stations about competitive environment and marketing strategy, in addition, this study also discuss the consumer’s opinions, base on the above, this study try to find the suitable business model of self-service gas station.
Through the contents of interview and the literature collation, this study proposes the diversification strategy and league for business model of self-service gas stations. Because the operating environment of the domestic gas stations, either in regulations nor consumer habits are not allow unattended settings. Using diversification strategy to proper use of human resources and crease the interesting of user about self-service. Using the practice to set up a convenience store or fast maintenance check center. On the other hand, the way of league can build the system of self-service gas stations, in addition to helping to increase operation office, establish the consistency of self-service brand that it can expanding the market quickly and improve the consumers’ view of self-service.

並列關鍵字

self-service gas stations

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