The Operation Study On Gas Station Convenience Store Of CNPC Shanxi Sales Branch

With the rapid development of the gas station industry and the market opening, China’s oil market competition will be rising, oil profits will gradually decrease, so that oil sales itself marches into a small profit era. From the development experience of the foreign gas station, the non-oil business becomes a new profit growth point of the gas station, such as the convenience store, the car service business and so on. Under the temptation of such an interests, in order to achieve the diversified development of the gas stations in the new context and to earn greater profits, oil retailers have started to pay attention to refueling convenience stores and gradually playing a core point of sale of gas stations, making great efforts to strengthen and expand the non-oil business. The CNPC has carried out the convenience store business overall around the gas stations of the country, but at present the whole management of the domestic gas station convenience store is not good, mostly in the nonprofit stages. Therefore, it’s urgent to make the reasonable analysis for the marketing strategy of the gas station convenience store and explore the marketing strategy for gas station convenience store.In this paper, the main line was business development of the China Petroleum Shanxi gas station convenience store sales branch. Firstly, the origin, the development and the present situation of the gas station convenience stores and the basic situation of Shanxi gas station are introduced. Meanwhile, the existing problems in the marketing strategies are analyzed, such as the process of operation in the operation mode, the convenience store image, commodity combination, commodity pricing and so on.Secondly, this paper reviewed the Shanxi gas sales branch development course of the gas station convenience stores of CNPC and explored the research the next stage of its development trend. This paper made a systematic analysis of the external macro environment facing the oil of Shanxi gas sales branch.Through SWOT method, this paper analyzed its advantages and disadvantages in the competition theory and actually.Finally, aiming at the specific problems such as Ideological problems system personnel licensure issues shop to prepare about the Operration and management study of the Shanxi gas station convenience store, corresponding suggestions and specific measures are proposed, which can change the single business model into the business diversification development in order to realize the transformation from the traditional gas station to the comprehensive service station.