The Research On Non-oil Business Marketing Strategy Of Petrol China In Changsha Market

As the development of the car industry,and the number of gas station is increasing.The development of the private gas stations also make the oil industry competition enhanced gradually.In the face of the oil quality and operation mode become more and more similar,the profitability is also gradually reduced.So relying on the gas stations network and customer resources,providing convenience store goods,car wash service,fast food,tick ets and other services become the gas industry new selling points and the pursuit of profit point.This paper put the Petrol China of Changsha Marketing Company as the research object,and do the research of the non-oil business strategy.In this article,introduced the research background,significance,situation and research content of this article firstly.Then,pointed out the non-oil business' s existing problems of the Petrol China of Changsha Marketing Company by PEST analysis,Porter Five Model analysis and SWOT analysis,and analyses the causes of problems : Profitability and construction is not strong,single business composition and simple marketing mode,then analyzed the causes of the problem.According to the existing problems,and through analyzing the STP strategy,positioning the non-oil business market in "people-car-life” ecosphere,and put forward four specific strategies of products,pricing,channels,promotion.Recommend interested products targeted to different customer groups,pricing flatly with the ordinary supermarket and eliminate price disadvantage,combined with the current internet and cross-border marketing channels,to broaden the customer groups,not only to the customers who enter the gas station to refuel,promote publicity through various promotions at the same time.The marketing power of is further promoted through the mode of theme promotion,hot publicity and public welfare.At the end of the paper put forward the implementation of marketing strategy,organizational structure,staff team construction and corporate culture construction,and give conclusion and prospect of the future.This essay puts forward the non-oil business in Changsha Marketing strategy.How to break through the development bottleneck and sales difficulties in the severe operating conditions,and out of a road to success.This article also has a certain reference role to the similar enterprise.