| For Chinese oil companies, the non-oil business is the new way of transformation of the mode of growth, quality, and the efficiency. Affected by factors of rising costs, resources and environment restriction factors such as limit, in the past by expansion of gas station network, increase product sales and other unsustainable model of development. To speed up the two fusion, to promote the traditional industry to upgrade is the important content of the current our country building industry new system. Non-oil business development in China is still in the initial exploration stage,compared with Europe and the United States developed countries, both in sales and gross profit ratio, still there is a big gap on the operation and management. In recent years, our country from the government to the industry, has realized the non-oil business strategic business development, policy support system is increasingly perfect,the increasingly rich non-oil business development theory system, good environment,market development for our country non-oil business provides a golden opportunity for rapid development. Based on this, this article through to oil in Hohhot branch sales non-oil business development study practice, expectations for Chinese oil companies non-oil business gas station business development to provide empirical evidence, an non-oil business transformation development in China.In this paper, main content and the findings are as follows: first, metasomatism non-oil business marketing background, points out the research purpose and meaning of this article, mainly through combing the literature, find out the basis of the research direction and the research of this paper as well as the technical route is proposed.Second, construct the theory of oil gas station non-oil business marketing strategy analysis frame. Basic indexes of the oil gas station non-oil business marketing strategy connotation, Hohhot in the SWOT analytic method to analyze the oil gas station sales branch non-oil business marketing environment, and USES the CCR DEA model empirical analysis the non-oil business marketing efficiency,it is found that Hohhot sales branch station non-oil business marketing comprehensive efficiency,technical efficiency and scale efficiency of overall in middle rid level; DEA invalid year all exist the problem of insufficient input redundancy and output; Oil in Hohhot branch sales non-oil gas station business marketing comprehensive efficiency and the number of input variables from personnel, there is significant positive correlation,annual total wages and output variable total annual income, sales, profit margins significantly positive correlation. Third, put forward the non-oil business STP strategy and 4 p ’S strategy application solutions. By combining the theoretical analysis and empirical analysis, to clarify the oil in Hohhot sales branch station non-oil business marketing characteristics, existing problems and reasons, combined with the empirical analysis conclusion, put forward the improvement non-oil business marketing strategy plan. Finally, based on theoretical analysis, case analysis and empirical analysis, from strengthening non-oil business marketing team construction, increasing non-oil business marketing system support, to speed up the non-oil business e-commerce development in the three aspects of optimizing Hohhot sales branch station non-oil business marketing strategy of oil security measures. |
