互联网时代成品油营销策略思考

Thinking on the marketing strategy of oil products in the Internet era

成品油营销与互联网结合产生了新的业务形态,移动支付提升加油站效率,手机加油软件日渐兴起,非油品业务线上线下融合发展,成品油在线销售平台创新油品交易模式。加油站线上线下业务结合需因地制宜,线上销售平台优势未能充分发挥,加油软件盈利模式需要探索,这些是与互联网结合过程中加油站、成品油批发和非油品营销等业务存在的问题和挑战。未来的成品油营销将基于业务现状嫁接互联网技术,通过互联网提高流通效率,降低物流成本,提供多元服务,推动成品油销售模式的变革,实现非油品业务与互联网的创新融合,利用互联网创新营销宣传,发展线上交易平台,为炼厂、销售企业和终端客户创造价值。

The combination of refined oil marketing and Internet has produced new business forms, including the mobile payment with high efficiency, the surging software of fueling, integration between online and offline development of non-oil business, refined oil products online sales platform with the oil trading model innovation. Moreover, the paper discusses the problem and challenge of gas stations, oil products wholesale and non-oil marketing in the process of internet connection, for example, how to adjust measures to local conditions under the combination of online and offline business of gas stations, fully develop the advantages of online sales platform, and explore the profit model of the refueling software. Refined oil marketing in the future will be based on the business status of grafting internet technology, through the internet to improve circulation efficiency, reduce logistics cost, provide diversified services, promote product sales model changes, realize innovative integration of non-oil business and the Internet, use the Internet to innovate marketing, develop online trading platform, and create value for refinery, sales enterprises and end customers.