Study On The Marketing Strategy Of Gas Station Convenience Store Of D Company Of China National Petroleum Corporation

In recent years,the profit of refined oil has been gradually thin,and China National Petroleum Corporation,the largest oil and gas producer in China,has achieved its worst performance since 1999 as early as 2015.The reason is that many factors,such as the opening of refined oil market,the price impact of imported crude oil and the gradual increase of market competitors,have led to the decline of profits of oil enterprises.At the same time,with the progress of science and technology,the popularization of new alternative energy sources has also caused irreversible damage to the refined oil market.In the long run,the continuous intensification of market competition and the promotion of energy conservation and environmental protection will have a huge impact on China’s petroleum enterprises.In this severe situation,as the main source of profit for petroleum enterprises,how to make use of its resource advantages to create new profit growth points for enterprises has become the focus of attention of major petroleum enterprises,which makes the diversification development of petroleum stations inevitable.In the process of diversified development of gas stations,convenience store business is a new type of business which can make full use of resources and has a very good development prospects.Discovered in the Study of the Diversified Development of Gas Stations,because of its excellent geographical location and huge customer base,CNPC’s Gas Station has a good reputation and high quality service.Overseas,the development of convenience stores in gas stations has a long history.Many oil companies can make up more than half of their total profits,which shows that their profitability can not be underestimated.On the contrary,most gas stations in China still mainly sell oil products.Although most of them have convenience stores,convenience stores account for a small proportion of sales,which is far from balancing the declining trend of oil product sales.D Company of CNPC,which has more than 70 gas stations,has many problems in convenience store business,such as poor operating conditions,single sales mode and so on.Compared with foreign development experience,these are both challenges and opportunities.In order to seek further development,D Company of CNPC urgently needs to formulate a reasonable convenience store marketing strategy to strengthen the viability of the company.