加油站中非油品营销策略浅析摘要目前，为适应新的市场竞争，国内加油站积极发展非油品多元化经营，而多元化经营也成了各加油站的未来发展趋势。针对国内加油站当前非油品业务的经营现状综合分析后，发现加油站非油品业务尚处于过渡阶段，发展中存在诸多问题，缺乏竞争力和系统的管理能力。本文以中石油、中石化等国内大型国企公司为研究对象，对我国加油站非油品业务的经营现状进行简述，并对非油品经营中存在的问题进行剖析，提出非油品业务未来发展的科学规划，为今后的工作提供一定的技术支持。关键词：非油品；加油站；经营现状AbstractAtpresent,inordertoadapttothenewmarketcompetition,domesticgasstationsactivelydevelopnon-oildiversification,anddiversificationhasbecomethefuturedevelopmenttrendofvariousgasstations.Aftercomprehensiveanalysisofthecurrentnon-oilbusinessoperationsofdomesticgasstations,itisfoundthatthenon-oilbusinessofgasstationsisstillinatransitionalstage.Therearemanyproblemsindevelopment,lackofcompetitivenessandsystemmanagementcapabilities.ThispapertakesChinaNationalPetroleumCorporation,Sinopecandotherlargedomesticstate-ownedenterprisesastheresearchobject,brieflydescribesthecurrentoperationstatusofnon-oilproductsinChina'sgasstations,andanalyzestheproblemsexistinginnon-oilproductsmanagement,andproposesthefuturedevelopmentofnon-oilproductsbusiness.Scientificplanningprovidescertaintechnicalsupportforfuturework.Keywords:non-oilproducts;gasstation;businessstatus目录摘要........................................................................1前言..........................................................................11、加油站非油品营销相关理论基础.....................................11.1加油站及加油站经营项目...............................................21.1.1加油站的界定......................................................21.1.2加油站的经营项目..................................................21.2多元化经营理论.......................................................21.3非油品营销理论.......................................................31.3.1非油品营销的含义..................................................21.3.2非油品营销策略....................................................22、加油站非油品业务经营及营销现状...................................32.1加油站发展非油业务的动因.............................................32.2非油品业务经营内容...................................................42.3非油品业务营销现状...................................................43、加油站非油品营销环境与问题分析..................................43.1我国加油站非油品营销环境分析.........................................43.1.1宏观环境分析析....................................................43.1.2微观环境分析......................................................43.2我国加油站非油品营销中存在的问题.....................................43.2.1产品策略存在的问题................................................43.2.2价格策略存在的问题................................................43.2.3渠道策略存在的问题................................................43.2.4促销策略存在的问题................................................44、完善加油站非品油营销策略的建议...................................74.1确定满足顾客需求的产品策略...........................................74.1.1科学分析商圈，分品牌推进服务内容..................................44.1.2科学确定商品类型，优化商品组合...................................44.1.3丰富服务内容，提升...
