江汉油田加油站非油业务营销策略研究

Marketing Strategy for By-Business of Petrol Station in Jianghan Oilfield

成品油零售市场竞争的日趋激烈、客户消费观念的变化和国内外加油站非油业务的成功经验都促使江汉油田加油站开展非油业务。江汉油田加油站在开展非油业务时存在着认识不够到位、非油品业务产品较为单一、未能实施差异化的营销策略等问题。因此,要通过对不同地理位置加油站的顾客需求和消费特点进行市场细分,对城区加油站、国(省)道加油站和乡村加油站,依据各目标市场消费者的不同需求,实施恰当的非油品业务营销组合策略。

In order to solve the problems existing in by--business such as the lack of adequate awareness, the singleness of products irrelevant to oil and the absence of differentiation in marketing strategy, Jianghan Oilfield Petrol Stations should subdivide the market according to customers ＇ demand and consumption characteristics of petrol station in different positions and implement proper marketing mix strategy for by--business.