Research On Marketing Strategy Of Non-oil Business Of Chinese Gas Stations

Facing the policy of the refined oil wholesale and retail market is gradually open,foreign oil companies is going to enter the domestic refined oil retail market one by one, andmake use of their advantages such as product quality, high quality service and so on tocompete with the domestic oil retail enterprise. On the other hand, with China’s sustainedrapid economic development, the purchasing power of residents is improving and thespending habits is changing continuously, and the consumers convergence trend is the sameas foreign developed countries. It is the change of oil retail business market environment andthe diversification of customer demand that force oil companies from business to strategicpositioning to start the new adjustment, the demand for profit forces the oil business becomethe new profit growth point. Expand the business scope of service station, it also means thatincreasing the oil business is the profit source, it is an important measure that maintain andpromote the development of gas station forward.Based on the studied summary of related marketing theory, firstly,my paper analysisChina’s gas station non oil business marketing present situation; Secondly, I sum up theforeign non oil business development history, the examples are the United States, Europe andJapan which shows its non-oil business development experience. Then, using PEST analysis,porter five competitive model and SWOT analysis to analysis our country in gas stationnon-oil business of the macro environment, industry competition environment, the internalenvironment, in order to find the existent problem and deficiency; Finally, based on themarketing related theories, this paper proposes the gas station in our country in developingthe oil business should take the concrete marketing strategy, hope that it can provide rationalthinking and operation reference to domestic oil retail enterprise in business than oilbusiness.