我国加油站交叉销售策略实证研究

An Empirical Research on Cross Selling Strategy of Petrol Stations

面对来自国外石油巨头的挑战和冲击,国内消费者日益青睐的快捷、便利需求,我国加油站着力发展非油业务是必然趋势。实施交叉销售能够增强客户忠诚度,降低企业边际销售成本,提高利润率。通过访谈,确定了产品组合、整合促销、数据库分析为我国加油站交叉销售成功关键因素。文章提出以全方位营销为导向,以"优化产品组合、整合促销、数据库营销"为加油站非油业务的重心,以平台建设和组织建设为保障的战略方向。最后在战略方向的指导下探讨了交叉销售产品策略、品牌策略、价格策略、渠道策略、促销策略、组织策略方向。

Petrol stations in China don＇t give enough attention to the non-oil sales as an additional service all along. Facing the challenges from foreign oil giants and the impact of increasing speed and convenience needs of consumers, national petrol stations have inevitably to broaden their business to non-oil business, as a typical application of the cross-selling theory. Implementation of cross-selling will increase customer loyalty, reduce marginal sales costs and increase profit margins. The article determineds ＂product mix, integration of promotion, database analysis＂ as the critical success factors of petrol stations＇ cross-selling through interviews. It puts forward that the petrol stations should focus on ＂product mix optimization, integrated promotion, database marketing＂ at the direction of full range of marketing,with platform and organizations construction as marketing support. The article also probes into cross-selling product strategy, brand strategy, pricing strategy, channel strategy, promotion strategy, and organizational strategy under the strategic direction of cross-selling.