Study On Non Oil Business Development Strategy Of Gas Station

Petro China Shandong sales company has a large number of gas stations, the formation of the retail network to improve. Rich network resources, has a huge potential for value added. Therefore, based on the sales of refined oil, do a good job in the non oil business, to expand the retail business increment can enhance Petro China Shandong marketing company’s profitability, terminal sales site to increase market share, to do strong,big state-owned enterprises, and sustainable development has very important theoretical and practical significance.In this paper, the development of strategic theory as a guide, combined with the regional characteristics of Shandong Province, to study the gas station convenience store non oil business development. Using strategy management theory and modeling tools,attempts to tease out the orientation and development strategy of oil in Petro China Shandong marketing company, and combined with the situation of the competition of the non oil business trend and Petro China Shandong marketing company gas station, and put forward the way to implement the development strategy of non oil business.Based on the actual situation of Shandong Province, this paper analyzes the macro environment and micro environment of the development of Shandong gas station convenience store. Sinopec Shandong sales of non oil as a gas station and convenience store complex commercial form, will be affected by the retail industry and the traditional retail industry, but still based on the refined oil retail industry. According to the survey results, the demand of non oil products business and consumers’ demand for non oil products are investigated, and the countermeasures are put forward to improve the development of non oil products in the future. Through the SWOT matrix summary, in the formulation of specific non oil business development strategy, according to Petro China Shandong marketing company’s market share is high, large scale, abundant resources and other advantages, and actively pursuing cost leadership, strengthen internal management,continue to reduce costs and improve service means, rely on the brand, price, quality,marketing advantage, access to long-term development. Draw lessons from the management of the convenience store of the United States and enlightenment, according to the full text analysis; put forward the strategic position of the oil business development in Shandong, and the choice of the non oil products. Specifically has the gas stationconvenience store development strategy, the development strategy of the automobile service, the development strategy of the food and beverage, the development strategy of the advertisement propaganda and other business development strategy. To achieve in the non oil development strategy of Petro China Shandong marketing company, to take to strengthen the key business processes, devoting significant resources, steadily enhance the convenience store quality management and retail management system reform of safeguards.