Research On The Operating Status And Marketing Strategy Of Non-oil Products Business At Sinopec Gas Stations

In recent years,with the opening refined oil market,increasingly more market-oriented pricing mechanism,as well as the impacts on bricks-and-mortar stores from booming internet commerce,refined oil business is confronted with unprecedented critical test,merely relying on selling oil products cannot fully meet the needs of the enterprises' long-term development and the pursuit of profit.Facing the new situation,Sinopec have fully recognized the significance,necessity and urgency of developing non-fuel business at gas stations.At present,Sinopec accelerates expansion of its non-fuel business at full speed so as to achieve the upgrade and transformation from a refined oil product distributor to an integrated services provider with various measures simultaneously.In this paper,focused on non-fuel business in Sinopec,the writer briefly reviews and analyzes the present situation of domestic and foreign non-fuel business at gas stations,on the basis of having looked through quantities of reference sources.The methodology proposed in this paper includes linking theory with practice,comparative study,case analysis and other research methods.Then,by combining the theory of diversification and the 4p marketing theory,the writer focuses on analysis of existing problems of non-fuel business at Sinopec gas stations,which are as follows:operational performance at stores needs to be improved,the lagging marketing conception,brand awareness should be enhanced,assessment lacks of motivation and so on.Furthermore,the threats,strengths,weaknesses,opportunities and potentials of Sinopec's non-fuel business are also thoroughly studied by SWOT analysis.In the end,based on research and analysis,the writer provides Sinopec's non-fuel business with specific suggestions about marketing strategies:implement multi-pronged and interconnected measures to boost operational performance at bricks-and-mortar stores,adopt brand marketing tactic to realize the full potential of non-fuel business,take marketing mix strategy to establish value identity among customers,apply strategy of diversification to sustainably expand scope of the commercial format,employ marketing strategy of motivation to stimulate vitality in staff.For domestic enterprises similar to Sinopec and other traditional companies in sales industry,this paper can be considered as valuable reference for facilitating the upgrade and transformation of traditional marketing business.