Research On Marketing Strategy Of Non Oil Products Of China National Petroleum Company Guangdong Sales Company

In recent years,the product oil sales industry has entered an ear of narrow margin and the simple oil operation has been unable to meet the requirement of the company`s development with the increasing competition in oil retail industry and the falling oil price,it still has a long way to go for innovation and development,transformation and upgrading of the sales business of gasoline station.To break through the constraints of single operation oil,major oil product companies expand their operations and attract consumers through stretching the product and service at gasoline station,in order to enlarge and become stronger,it is necessary to energetically develop non-oil business.The article analyzes the strengths,weaknesses,opportunities and threats for China national petroleum corporation Guangdong sales company to develop non-oil business by applying SWOT analysis.And based on sales market,thoroughly analyzes the market demand and consumers feature through market investigation.And subdivides the target market of non-oil business by using the attributes of vehicles and relevant consumers as standard of division.And determines the non-oil business target market of gasoline stations in expressway,urban center and other different locations according to the differentiation in operating vehicle in different regions and non-oil consumption ratio of all kinds of vehicles.And carries out corresponding target market position according to the differentiation of demanding in different target market.Based on 4P marketing theory,combining with the strengths,weaknesses,opportunities and threats of non-oil business,formulates the corresponding product,price,channel and promotion strategy,and presents marketing strategy suggestions for the other non-oil business to enable China national petroleum corporation Guangdong salescompany to expand their business scope,increase profitability,and enhance market competitiveness.