Research On The Non-oil Marketing Strategy Of Gas Stations In The Main Urban Area Of Company D

With the transformation of domestic energy demand,oil sales enterprises are also seeking ways to accelerate transformation and upgrading.As a continuous growth point of profits,non-oil business is the focus of future development of oil sales enterprises.Sinopec and Petro China have already owned sub-brands related to non-oil business.In the more than ten years since its establishment,the domestic non-oil business has developed rapidly,but compared with the foreign non-oil business,it is still in the initial stage,and there are still many problems worth studying and exploring.In the wake of the outbreak of COVID-19 in2020,non-oil commodities can maintain stable prices and sufficient supplies even when supplies are tight,which gradually increases the demand and awareness of non-oil commodities among gas station consumers.In addition,the rapid development of new energy resources has a great impact on the traditional energy industry.It is the trend of the development of oil sales enterprises to gradually shift their business focus to non-oil products.Company D is the main supplier of Dalian refined oil market and the prefecture-level sales company whose profitability ranks the second in the group.The company is strategically located in a city with good potential for development and economic dynamism,and D has a large network layout in the region with sufficient sample capacity of stations.This thesis takes downtown gas station of Company D as an example.Through layer upon layer analysis,it finds the existing problems in its operation.The problems of unreasonable product structure,single sales channel,unadvantageous price and poor promotion degree hinder the development of non-oil products business.Firstly,this thesis reviews and summarizes domestic and foreign researches,and summarizes the modern marketing theories and analysis tools to be used in this thesis.Secondly,it expounds the marketing status and problem analysis of the business.Thirdly,it uses PEST and Porter’s five forces model to analyse the macro environment and the competitive environment of the industry respectively,and collects data through field surveys and questionnaires.The thesis uses 5W tool to analyze the data and summarizes the market demand and consumer demand,analyzes the internal marketing environment of the enterprise from the aspects of resources and capabilities,and uses SWOT analysis to synthesize the above analysis to get the strategic direction of business development.Finally,STP theory is used to make customer segmentation for non-oil products business,and identify the target market and market positioning.Through the use of 4P marketing strategy combined with the relationship marketing theory,the specific marketing solutions are given.The development of safeguards helps to make marketing strategies more operational.The research results of this thesis can not only provide guidance for the non-oil business strategy of Company D,but also provide reference for similar gas stations in other areas of China.Based on this thesis,further research can promote the development of the industry.