The Analysis Of Sales And Marketing Strategy Of Non-oil Service In DL Area, China National Petroleum Corporation [Petro China]

At present, domestic refined oil products have become increasingly competitive.With the decreased demands of markets, the profitability space for petroleum products has gradually narrowed. Two major domestic petroleum product sales cooperations, Petro China and Sinopec, have adequately explored the benefit-making space of gas stations, strongly explored non-oil businesses and made non-oil businesses develop in a fast speed towards realization. However, compared to those developed countries, the non-oil businesses still make very low contributions to the income of gas stations. In recent years, with rapid development of the domestic car ownerships, gas station could not separate from people’s daily life. It has become a common demands of its comprehend sivenesses,conveniences and efficiencies, and this has provided opportunity for the petroleum product sales company to develop non-oil businesses, create new profit growth points and reach transformational development.In Region DL, Petro China has significantly developed non-oil businesses based on its status as the main supplier of petroleum products and the strong gas station network, and its non-oil businesses present great momentum of fast development. However, due to it still in initial scale development and market cultivation phrase without professional marketing and operation mode construction, it cannot generate profitable return for company which has become one of the major issues should be studied and studied for Petro China in this area. No professional marketing and operation model has been built yet, which cannot generate profitable return to the company, and this has become a major issue that should be studied and solved for Petro China to develop businesses in this area. Through analysis and research of the development status quo and trend of non-oil businesses in domestic and foreign gas stations, this paper has summarized related experiences. Based on which, the SWOT(strength, weakness, opportunity and threat) analysis tool is employed to analyze the marketing environment of non-oil businesses in Region DL for Petro China. The STP theory is used to segment the market, and study the market positioning and the field where the business can be developed. And the marketing strategy of non-oil businesses in Region DL for Petro China is proposed on the aspects of product strategy, pricing strategy, channel strategy, promotion strategy and marketing. In the meantime, related protection suggestions are also proposed from the perspectives of the system and mechanism construction fornon-oil businesses, the construction the institution and the supervision system.