Research On The Construction Of SP Company's Non-oil Business Brand Ecosystem From The Perspective Of Field Theory

In recent years,with the increasing opening of the refined oil market,the rise of the Internet,a strong impact on retail stores and other industries,the depletion of oil resources,the expansion of new energy vehicles,and the continuous and rapid development of China's economy,the material conditions of residents have improved.,Which directly improves the purchasing power of residents,which means that the original structure of residents' consumption habits has been broken,and the consumption habits of developed countries are still being moved closer.The consumer market for refined oil products is shrinking.Refined oil sales business has long been unable to meet the needs of long-term development and benefit pursuit of enterprises.Vigorously developing non-oil business has become the development trend of gas stations at home and abroad.This has not only become a new way for China to increase economic benefits,but also in employment and market competition.Many other aspects have also brought positive effects.In this paper,the non-oil business of SP Company as the research object,using literature method,case study method,questionnaire method and other theories combined with the actual research methods,the development process and status quo of the domestic and foreign non-oil business of gas stations are briefly reviewed and analyzed.By organizing a questionnaire survey,the characteristics and demand preferences of consumers in different regions are understood,and the main problems existing in non-oil business of SP gas stations are analyzed.Through the three elements of the field theory,subject,position and habitus,the existing problems are analyzed and studied concretely.In terms of the subject of the field theory,it is necessary to increase the business scope of the brand subject,refine the core of the brand and enrich the connotation of the brand according to the needs of customers.In terms of the location of the field theory,market segmentation is carried out by combining non-oil business consumers of gas stations in different regions,and precise brand positioning needs to be carried out in brand business circles.In terms of habitus of field theory,it is necessary tokeep up with the new shopping mode of modern consumers and carry out multi-channel sales model to enhance brand strategy.Put forward the countermeasures and suggestions on the construction of non-oil business brand ecosphere.Strengthen the construction of ecological circle,build industrial alliance,enhance their own development and competitive strength.Create symbiotic and parasitic brand ecosphere through field theory.To achieve harmonious development and win-win situation through the construction of brand ecosystem,and provide reference significance for the development strategy of non-oil business of SP Company.At the same time,it is hoped to provide rational thinking and operation reference for domestic oil retail enterprises in non-oil business.