Research On The Improvement Of Non-oil Product Marketing Strategy Of Shanxi XX Petroleum Group

Nowadays,domestic non-oil business marketing companies with good marketing efforts include China National Petroleum Corporation,China Petroleum,Chemical Corporation and Shell.These three companies attach great importance to non-oil product marketing and they have been handling these products at their gas stations early on.Among them,Sinopec "Easy Joy" has been listed and become the largest convenience store chain brand in China.Although some achievements have been made in non-oil products marketing at home,it is still in the initial stage compared with foreign oil companies.Moreover,the non-oil marketing business of private gas stations in our country is also in its infancy.The main reason is that the sales profits of domestic oil companies are mainly from those of refined oil,while the profits from non-oil products sales only account for a lower proportion in the overall sales profits of oil companies.Therefore,it can be predicted that the marketing of non-oil products will probably become the top priority of the future development for oil companies in China as a new business growth point.This paper analyzes and studies the non-oil product strategy of Shanxi XX Petroleum Group,makes full use of the resources of oil company refueling stations,and it aims to provide references for the development of non-oil products of domestic oil companies.This paper takes the non-oil business of Shanxi XX Petroleum Group as the research object.The main research contents include six aspects as the following:Firstly,the non-oil marketing research background and significance are introduced,along which are brief introductions of researches at home and abroad,research contents and methods adopted in the paper;secondly,the overview of marketing theory is introduced,especially the STP theory and 7Ps marketing combination strategy;the third is to analyze the non-oil marketing environment of Shanxi XX Petroleum Group by applying the STP theory and SWOT methods;the fourth is to collect and analyze the non-oil marketing problems of Shanxi XX Petroleum Group with the help of the questionnaire survey.the fifth is to put forward the suggestions to improve the non-oil marketing strategy of Shanxi XX Petroleum Group;the sixth is to propose the safeguard measures for the improvement of the non-oil marketing strategy of Shanxi XX Petroleum Group;finally,the paper is summarized.The improvement plan of Shanxi XX Petroleum Group’s non-oil marketing strategy put forward in the paper,provides not only a new idea for the business transformation and development of Shanxi XX Petroleum Group,references for other domestic oil companies in non-oil marketing.