Research On Optimization Of Non-oil Products Marketing Strategy Of SY Gas Station

With the process of modernization drive,the pace of building a well-off society,car ownership has improved constantly these years.The main contradiction which gas station with most concern has changed from oil quality or the difficulty of refueling to the demands of providing the single gas station business.Moreover,foreign oil giants have entered the market.The international crude oil price is not stable and Chinese government pays more and more attention on the environmental protection issues.The traditional oil business has not to support the long-term development of the enterprise.Economic growth point in the future should focus on in the non-oil business to realize the transformation of state-owned enterprises under the backgrournd of new era.Vigorously developing the non-oil business is the choice for gas stations to keep profits.Since 2008,SY Company has changed its single mode of oil business,groping for the new road,opened up to the non-oil business,representative of gas station convenience stores.As a wholly-owned subsidiaries of Sinopec,SY company N branch actively start to expand its non-oil business in order to cope with the increasingly heated market competition.SY Company,through the chain operation mode,actively create the brand concept of "car station of life",following the business philosophy of one gas station,one,convenience store.Based on modern marketing theories,STP,4Ps,4Cs,4Rs,service marketing combined with the present situation of S Y Company,author thus has summarized problems and reasons of non-oil marketing.Moreover,4Cs based optimization strategy and the implementations of safeguard measures have been formed.This article as a solution to the enterprise marketing strategy has a certain theoretical guiding significance of SY Company marketing and a a certain reference value of the same industry related enterprise.