The Research Of H Petroleum Company’s Gas Station Retail Business Marketing Strategy

With the opening of refined oil market in succession,capital forces from all sides have gradually intervened in the retail industry of gas stations.Many foreign-funded veteran oil companies have orderly market layout with the steady growing of market share.Their advanced management ideas and marketing strategies undoubtedly bring about changes and improvements in the traditional retail market of refined oil products.In the future,competition within the industry will be further intensified,which will also lead to the continuous upgrading of the industry as a whole.Through the study and research of company strategy analysis and marketing strategy theory,this paper combs the research status at home and abroad in detail.Taking H Petroleum Company as an example,this paper uses PEST method to analyze the macro-environment and industry environment of the company’s gas station retail business,evaluates its industry competitiveness and internal resource capacity with Porter’s Five Forces Model,and concludes that the company’s current gas station retail business has the advantages of industry integration,brand and management,disadvantages of network expansion and competitive pressures,opportunities for steadily rising market demand and improving customer service experience,threats of shrinking profit margins and terminal scarcity,etc.The SWOT-AHP analysis model is used to evaluate and calculate the strength of various environmental impact factors.According to S,W,O,T and their calculated values,the strategic selection coordinate system model is constructed,and the strategic quadrilateral and strategic vector are drawn.Thus,the strategic positioning and selection of retail business of gas stations are positive ST strategies,i.e.making full use of enterprise’s strong internal advantages,relying on their own advantages,ac-tively promote and improve business competitiveness to eliminate the impact of external threats.The overall marketing strategy of gas station retail business adapted to the development of H Petroleum Company is put forward,and the strategic vision,objectives and principles are defined.Through STP theory,the market is subdivided and the target market is selected and positioned.Based on 7P marketing theory,the product strategy,price strategy,channel strategy,promotion strategy,people strategy,physical evidence strategy,process management strategy are carefully planned.Finally,from the four aspects of human resources,cost management,safe operation and information construction,the safeguard measures are put forward to ensure the smooth implementation of H Petroleum Company’s retail business marketing strategy.