Study Of Non-oil Business Development Strategy Of Gas Station

The first window of oil products retail enterprise is gas station. In the past, the oil products market was mainly shared by China National Petroleum Corporation (CNPC) and China Petrochemical Corporation (SINOPEC GROUP). Nevertheless, with the opening process of Chinese market, more and more competitors were involved in Chinese oil products retail market. The profit of oil products became lower and lower due to market fierce competition. According to successful experience of overseas gas stations, confronting cut-throat competition and slipping sales profit, the main oil products retail enterprises induced non-oil business such as convenience stores, auto beauty services, and fast food for promoting diverse development of gas station, boosting profit and strengthening competitive position of enterprise in market. Therefore, developing convenience store will become the key point for non-oil business.This research took Petrochina Marketing Company in Gansu as an example. At first, the domestic and abroad developments of non-oil business in gas station were compared. We focused on the critical point of non-oil business in new era and find some problems of the present non-oil business by analyzing the present situation of non-oil business in CNPC Gansu Branch. Subsequently, based on the real situation in Gansu Province, it was analyzed the micro-environment and macro-environment of Gansu gas stations by using PEST Analysis, Michael Porter's Five Forces Model and Target Market Custom Demand Analysis. Meanwhile, it was raised that the critical point of developing the non-oil business was to strengthen the construction of convenience store. The non-oil business developing plan was made and the development strategy, sales model, location and market positioning of convenience store were analyzed in details as well. Finally, it is meaningful to make out the specific implement and evaluation system.