Research On Marketing Strategy Of CNPC's Own Brand In Ningxia Under The Background Of New Retail

At present,the competition in the domestic oil sales market is becoming increasingly fierce.With the slowing down of domestic oil demand,the space for oil enterprises is also gradually narrowing.In order to give full play to its resources,CNPC has expanded the efficiency space of gas stations,vigorously expanded the business of its own brand,and realized the rapid expansion of the sales of non-oil products.In recent years,with the rapid growth of domestic automobiles,gas stations have become more and more important in the daily life of automobiles,and the global demand for gas stations has increasingly become a common demand,which provides opportunities for CNPC to expand brand activities and create new profit growth points.Relying on the strong advantages of Ningxia gas station network,CNPC's independent brand expands its own brand business and presents a good momentum of rapid development.However,as this business is still in the market cultivation stage and has not yet formed a professional marketing and operation mode,it is difficult for enterprises to create rich returns,which has become a major problem urgently needed to be studied and solved in the business expansion of PetroChina Ningxia.This paper analyzes the development status and trend of non-oil service of gas stations at home and abroad,and summarizes the experience.On this basis,the SWOT analysis tool is used to analyze the marketing environment of CNPC's own brand in Ningxia market,and the STP theory is used to study the market positioning and business expansion scope.This paper puts forward the marketing strategy of CNPC's own brand in Ningxia market from the aspects of commodity strategy,pricing strategy,channel strategy and promotion strategy.At the same time,it puts forward some suggestions on the construction of its own brand.