Gas station convenience store sales strategy
|School||Kunming University of Science and Technology|
|Keywords||Non-oil sales， convenience stores marketing strategy|
With China’s accession to WTO in 2001, and the deepening of reform and opening up, people’s living standard continues to improve, the popularity of the family car more and more widely, while the demand for oil increasing. According to National Bureau of Statistics, as of the end of 2010, the national annual demand for refined oil products reached 439 million tons, an increase of 43% five years, demand in this 439 million tons to be imported in 53.8%,46.2% rely on only their own domestic production, international oil prices so high a continuous operation in the form of domestic refined oil prices continue on high. At the same time as the 2009 implementation of the new oil pricing mechanism, a substantial decline in profits as oil retailers, wholesale and retail price differences remained at 300 yuan/ton, the traditional mode of oil sales alone can not meet the goal of corporate profits, so need to develop new profit growth point to compensate for the loss of oil profits.Learn from foreign experience in the industry, at gas stations to carry out non-oil business, its profits may reach 40% of the total profits of gas stations around. This shows that the gas station in the country to carry out non-oil sales trend is already required. Especially in recent years, large domestic oil product sales companies have recognized this and actively played the business, but suffer no sales management experience, many companies conduct business in convenience stores are at a loss or profit status, reference business model abroad, but also there is lack of acclimatization. As a result, sales of non-oil companies are actively exploring, research, search for non-oil sales experience and methods. Therefore, non-oil businesses of Oil Products sales strategies, to enhance the business effectiveness of non-oil sales has extremely important practical significance.This paper is in the context of this study, the author first learned of the marketing is the use of relevant theories to HN Company for the study, from the industry background, market environment, facing the problems of working with the company’s macro and micro environment SWOT major competitors and a more systematic analysis of the situation, based on the use of relevant marketing theory and tools, learn from advanced foreign experience, analysis of the selected company’s target markets; Finally, the problems start HN companies, the brand value realization, selected types of goods, the price of the development, promotion means the use of several aspects of the Oil Products business increased sales of non-oil solution to the economic views for the HN companies and other related companies for references.