Research On Non-Fuel Business New Offer Of Guangdong BPPC

Accompany with the policy change of processed oil, foreign petrol companies are entering local retail market of processed oil, which severely enhances the competition of retail market. The changes of marketing environment and the customer needs force the petrol companies starting the adjustment of both service scope and the strategy position, which makes non-fuels service become new point of profit growth. In the other hand, the consuming habits of consumers are great changing because of the rapid growth of income and the steady increase of automobile market."Convenient life"is more and more important to the consumers, which brings both the opportunities and the challenges to the processed oil retail giant like China Sinopec and Petro China.Enterprise strategy, Consumer needs, and the Competition make the non-fuel service becoming the strategic priority of processed oil retail industry. How can they develop the non-fuel service in the heavy competition environment, how can they improve the advantages by creative marketing strategy, this is the serious question to the traditional processed oil retail industry.This paper is focusing on a new business mode to gas station, fast food service, proposing the marketing strategy based on the detail analysis to target market; and the study is based on the practice of BP-Petro China in Guangzhou district.This paper is composed of seven chapters: First chapter is the preface of this paper, which introduces the background information, explains the importance of the research, and outlines methods used for this research. Generally, the structure of this paper is presented as an overview in this part. In the second chapter, the paper illustrates the fundamental theory of the paper, classic marketing theory and the theory related to non-fuel serive. In the third chapter, it is the analysis of the current situation of the non-fuel service of BP-Petro China. Based on the market environment and the company needs, the paper illustrates the situation and the existing problems of the non-fuel service of BP-Petro China. In the fourth chapter, it is the segmentation analysis of the targeted market of BP-Petro China and then determines the targeted consumers after the evaluation to the segment market, which followed by the positioning and the solution to the fast food service. The marketing mix strategy outcome of the paper is revealed in Chapter 5, including the product, price, layout planning and the communications strategy. In the chapter 6, author discusses the MBO mode in the execution of the marketing strategy, evaluate and control in the fields of consumer satisfaction, finance and the operation. The final chapter is the summary to the paper.The dissertation gives out the analysis of the strategy of the non-fuel service in gas station. The research findings will offer useful reference for further development of the non-fuel service.