| Gas station, as the front in Product oil distribution, is becoming the competitive focus of oil sell enterprise. With China's successful entry into WTO and domestic market further openness, more and more transnational giant oil enterprises entered into china by opening gas station, which have greatly caused impact on domestic oil market. At present, business is unitary and management status is not satisfied in domestic gas stations, which make a wide gap with those in foreign countries, So it is highly necessary to innovate it's marketing strategy so as to meet the market changes.This paper bases on the relevant theories of customer demand, customer delivery value and diversification. Firstly it analyzes the changing market environment gas stations are facing, which is shown in the following aspects: customer demand has changed significantly; current situation of business has much limitation. Meanwhile, it takes successful experience of foreign gas stations as reference. Finally it comes to a conclusion that gas stations in our country must innovate market strategy, that is, developing non-oil business.Secondly, through using analytical tools such as Porter's five competitive models and STP, this paper make an analysis of the general environment, industry competitive circumstances, customer demand as well as the gas station itself in our country, and indicates the feasibility for gas stations developing non-oil business.Thirdly, according to related theory of marketing, the paper puts forward some concrete measures for domestic gas stations developing non-oil business, and analyzes difficulties in the implementation of these measures, then proposes correspondant countermeasures and suggestions.Finally, the paper takes gas stations attached Qingdao HuaFu oil company as an example, analyzes the current situation and the existing problems using SWOT method, then points out concrete measures and strategies as solutions to prove that research done in this paper is effective. |
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