The Study On The Non-Oil Marketing Strategies Of SH Oil Sale Company

Since China officially joined the WTO in 2001, the oil market has been opened to the public. Consequently, increasingly more competitors entered into China's refined oil retail market, leading to fiercer competition in the market. Meanwhile, with the rapid development of domestic economy, the households' living standard has been significantly improved, followed by people's increasing purchasing capacity, which has contributed to the consumers' diverse and unique needs. For instance, private cars have never been so common.Gas stations' uni vocal sales model could no longer manage to meet clients' demands. The two aspects mentioned above account for why oil companies have been propelled to re-position their business strategy, expand the scope of the operation, strengthen their competitiveness as well as the profitable resources. Accordingly, gas stations have gradually evolved from exclusively selling oil to expanding into other business, including convenience stores, car beauty, fast food chains, etc. This thesis mainly focused on the marketing strategies of SH oil sales company, aiming to enhance its non-oil business development.Based on the marketing-related theories, the thesis firstly analyzed the present situations concerning the non-oil business and experience both home and abroad through read and collecting related documents and files, via data collection, summarizing and analyze the non-oil's sales data of SH Oil Sales company and consumption data of different types of vehicles in each district's gas station in the past few years, to find out the gap regarding non-oil business of gas station between SH Oil Sales company and other outstanding companies both home and abroad. Furthermore, the thesis made detailed analysis of macroscopic and microscopic environment of SH Oil company's gas station's non-oil business by means of SPT, 4Ps and SWOT, leading to the conclusion of SH's advantages, disadvantages, chances and threats. What's more, the thesis conducted a survey on customers' needs to carry out market-targeting from the following aspects, namely different car models' consuming times, their non-oil consuming proportions and gas stations' non-oil consuming profits in different locations. Based on this, the thesis suggested SH choose several profitable non-oil business types, thus figuring out how different gas stations in different locations target and position their markets. Lastly, concrete marketing strategies concerning products, prices, promotions and services were exhibited to run stores and car-maintaining services catering for various customer needs, attempting to help SH to seize the opportunities, take on challenges and achieve the targets of scale-selling and promising profits.