Research On Non - Oil Business Development Strategy Of W Company

After China’s accession to the WTO, the domestic refined oil market has been fully liberalized, foreign oil giant shell, Mobil, BP have be settled down, the domestic refined oil retail market competition becomes increasingly fierce, the finished oil sales profit margins and market decreases gradually. W is in the A region of the oil supply to land reclamation land reclamation enterprises mainly in the sales process, the profit has been less, in the non oil business 10 years of development process, transformation of non oil business from the convenience store business to the integrated service area image, improving the service function, to meet the needs of customers. This paper mainly uses operation management theory of knowledge strategy for W company according to the non oil business strategy of oil station is located in different geographical positions, types of customers, consumer characteristics, and marketable commodities research for W company, the non oil business strategic positioning and strategic objectives of research, analysis of three kinds of oil station store location scale, varieties of sales of goods the standard of service, provide three kinds of oil station, determine the most appropriate sales strategy. The fifth part puts forward the strategic choice for the development of W company. Finally, according to the strategic choice to determine the W company’s business strategy implementation.