A Study On Marketing Tactics Of Non-oil Business For Domestic Fuel Stations

With the full liberalization of the refined oil market, many foreign oil giants such asShell, Mobil, BP’s have settled in, forcing the domestic oil market increasingly fiercecompetitive. In the retail fuel stations, oil sales margins and profit are graduallycompressed. Domestic oil marketing companies, China Petroleum, Sinopec, have tensof thousands of fuel stations in large networks. To develop non-oil business andactively integrated service area to change the image, not only the needs of the times,but also the needs of business development. Development of non-oil business is toimprove services to satisfy customers’ needs and demands. Development of non-oilbusiness is to deal with market competition, to enhance the brand image.Development of non-oil business is to express the advantage of resources and toenhance revenues.In this thesis, the writer standing on the large domestic oil companies’ point ofview, attempted to use the business administration knowledge, including marketingmanagement, strategy management, supply chain management and so on, to study onthe marketing tactics of non-oil business. First, with the use of surveys data and theactual collections of work, describe the development of non-oil business in domesticand international fuel stations, with the big oil companies’ successful experience toanalysis the gaps. Second, with the use of PEST, Porter’s five forces model, SWOTand other analysis tools, analyze the fuel stations’ non-oil business macro environment,industry environment and resource capabilities. Third, focusing on customer needsand consumer behaviors from the perspective of domestic fuel stations segment tostudy the different types of stations can be involved in non-oil areas of businessdevelopment and scope. Finally, take XinFeng fuel station as an example to study andanalysis the marketing tactics of the non-oil business.