A Study On Refueling Card Marketing Strategy Of PetroChina H Sales Branch Company

Refueling card, just as its name implies, is a prepay card for gas filling with great convenience. As a natural outcome of the development of oil market, it has a variety of brands with different incentives and value-added services. That it offers higher quality services has been widely recognized by consumers and makes "credit card refueling" a new leading trend in refined oil retail market. Refueling card business has grown to become an effective marketing tool in today’s refined oil sales enterprises competition as it can lock in customers with high quality and efficiency, help increase the sales volume, expand market share and gain competitive advantages as an important support. Currently, major oil companies home and abroad have issued refueling cards of their own and implemented a series of marketing strategies which have led to a sound effect. For customers, refueling card can offer them some value-added services apart from its pay function; for enterprises, it can record customer’s data and is an effective means of making research of consumer demands and behaviors; for staff on the front line retail, it helps reduce both the risk of the cash received and costs for developing customers. Therefore, according to market demand and some relevant marketing strategy theories, this paper analyzed refueling card marketing of PetroChina H sales branch company and some remaining problems. This helps to get a clear market position of refueling card marketing of PetroChina H sales branch company. Based on these facts, this paper attempts to put forward some requirements and relevant suggestions on refueling card of this company such as product strategy, marketing strategy, channel strategy, pricing strategy, promotion strategy and customer loyalty strategy, all of which lead to the combination of marketing strategies.