Research On The Improvement Of Marketing Strategy For Non-Oil Business Of S Sales Branch Of Petrochina

In recent years,the domestic oil product retail market competition is more and more fierce,the thin profit has pushed the oil product sales into the era of low profit.In the face of the diversified consumer demands of the market,car owners and drivers,the non-oil business has emerged and gradually developed,covering convenience stores,catering,automobile services,agricultural materials and other services and business forms.After more than ten years of development,non-oil business has become the main business and an important profit growth point of most refined oil products selling enterprises.However,due to the fact that domestic non-oil business started several decades later than foreign business,the marketing process is faced with problems such as single business model,serious product homogeneity,lack of incentive measures for employees,high commodity price and insufficient store investment,which restrict its development.This paper takes Petrochina S Sales Branch as the research object,and summarizes the research status at home and abroad as well as relevant theories and tools in marketing.From the surface to point analysis of domestic and foreign,S company's non-oil business development and marketing status;With the help of the network questionnaire survey,the problems of the company's non-oil business,such as inaccurate target market positioning,unreasonable product structure,inflexible pricing mechanism,traditional promotion means,and lack of professional personnel,are comprehensively analyzed.Oil products in the company through the business external environment and the marketing environment analysis,proposed the petrochina S towards the direction of the lean retail sales branch and improved target market positioning,product strategy,pricing strategy,promotion strategy,personnel policies and measures such as improving customer satisfaction,expand the company S of oil business marketing connotation,help the company in the existing competitive environment exert their own advantages and potential,and gain more market competitiveness,and to the marketing business with the level of oil sales companies to provide reference and reference.