Research On Non-oil Business Marketing Strategy Of Petro China J Company Gas Station

In recent years,competition in the refined oil consumer market has intensified,and sales of new energy vehicles have improved.The oil product business has faced severe challenges in both growth and profitability.In order to find new profit growth points,in 2008,Petro China J Company launched the non-oil business of gas stations.After more than ten years of development,the non-oil after-tax revenue of 270 million yuan in 2020.Although the business has begun to take shape,The competitive environment of non-oil business is more complex and changeable.After COVID-19,the consumption pattern has changed,and the rise of live e-commerce and community group buying have brought many challenges and pressures to the non-oil business of gas stations.Formulating effective marketing strategies will help improve the overall competitiveness of gas stations and increase overall profitability.This article takes the non-oil business of Petro China J company gas station as the research object.Through the use of PESTE analysis method and Porter’s five forces model to analyze the external marketing environment faced by J company gas station non-oil business;from the four aspects of product,price,place,and promotion to study its marketing strategy problems;Target customers issue questionnaires and conduct questionnaire data processing to understand the consumer behavior preferences of non-oil customers at company J’s gas station and the reasons that affect consumption.Combining with the problems of consumption research and marketing,using 4P and new retail related theories to put forward marketing strategy optimization suggestions.The details are as follows: In terms of product strategy optimization,focus on consumers,deepen product optimization,accelerate the update frequency of products,keep up with new consumer demands brought about by new changes in the market,and grasp customers’ demands for high-quality,healthy,and national-fashioned products;Targeted development of private-label products to form product differentiation;strengthen the full life cycle management from product demand,product development,product sales to product withdrawal.In terms of price strategy,sensitive products are priced at low prices every day,forming a consumer mental positioning of high quality and better price,and differentiated pricing of products of different types and categories,which not only retains customers but also increases gross profit;self-owned products use the skimming pricing method,and the early stage Oil Non-Interactive conducts brand promotion and realizes profitability of its own brand products in the later period;on the purchasing side,different settlement methods and settlement cycles should be adopted according to the turnover of commodities to reduce procurement costs.In terms of place strategy optimization,it is necessary to grasp the current live broadcast market opportunity to accelerate the deployment of live broadcasts;carry out cross-industry cooperation to achieve resource exchange;try brand franchise,increase brand exposure,help brands go out of the circle,and integrate supply chain through brand franchise;integration The characteristics of rural revitalization and the high proportion of rural outlets,in-depth study of market sinking.In terms of sales promotion channels,we must not only seize holiday consumption but also actively "make festivals",focus on increasing promotion efforts in publicity and operation,create a full membership system for online and offline,oil and non-oil products,and gradually promote paid members system.In terms of new retail,it is necessary to accelerate the digital upgrade of "people","goods" and "fields",and ultimately drive the growth of non-oil performance of gas stations.