四川师范大学硕士学位论文
中石化 C公司非油品业务营销策略研究
工商管理专业
研究生：李佩姿
指导教师：张华
摘要近年来，为了保护环境，全球开始研发洁净的新能源来替代汽车所需
的成品油，电力、氢能、光伏等动力汽车逐渐投入市场，导致成品油市场逐渐萎
缩。国外先进石油公司已成功转型，将非油品业务作为加油站的主营业务，其非
油品业务毛利占比能高达 55%以上。国内石油公司借鉴国外先进石油公司的成功
转型经验，也开始大力发展非油品业务。对于主要业务为成品油、天然气终端销
售的中石化 C公司来说，发展非油品业务具有重要意义。然而，目前 C公司非油
品业务存在的主要问题在于目标市场定位不准确以及业态不丰富、定价不合理等
的营销策略不完善，从而导致了该公司非油品盈利水平未能达到本应达到的水平。
本文根据 C公司近几年非油品业务的经营数据及市场调研，利用 STP分析法，将
C公司的非油品业务目标市场定位进行重点研究，根据 C公司的实际情况完善营
销策略。本文认为，C公司应根据加油站所处的不同地理位置，进站加油的不同
车型的车主的消费行为进行科学的市场细分，并确定不同的目标市场。根据 4C
理论，从满足消费者需求、降低消费者成本、提升消费者便利性、增进与消费者
沟通等方面提出多方面的营销策略，促进 C公司非油品业务的发展。
关键词：加油站
非油品业务
目标市场
营销策略
I

四川师范大学硕士学位论文
Research on marketing strategy
of non oil business of Sinopec C Company
Major:MBA
Postgraduate:Li Peizi
Tutor:Zhang Hua
Abstract
In recent years, in order to protect the environment, the world began
to research and develop clean new energy to replace the finished oil that the
automobile needs, the electric power, the hydrogen energy, the photovoltaic power
vehicle and so on enters the market gradually, causes the finished oil market gradually
to shrink. Foreign advanced oil companies have successfully transformed their non-oil
business as the main business of gas stations, and their non-oil business can account
for more than 55% of gross profit. Domestic oil companies have also started to develop
non-oil products business by using the successful experience of foreign advanced oil
companies for reference. For C Company, whose main business is terminal sales of
refined oil and natural gas, it is of great significance to develop non-oil business.
However, the main problems existing in the non-oil business of Company C at present
lie in the inaccurate positioning of the target market and the imperfect marketing
strategies such as the lack of rich business forms and unreasonable pricing. As a result,
the company's non-oil earnings have not reached the level it should have. Based on the
operation data and market research of the non-oil business of C company in recent
years, this paper focuses on the target market positioning of the non-oil business of C
company by using STP analysis method, and consummates the marketing strategy
according to the actual situation of C company. This paper holds that company C
should segment the market scientifically according to the different geographical
position of the gas station and the consumer behavior of the owners of different types
of cars. According to the 4C theory, this paper puts forward various marketing
strategies from the aspects of satisfying consumer demand, reducing consumer cost,
improving consumer convenience, and enhancing communication with consumers, so
as to promote the development of c company's non-oil business.
Key words: gas station, non oil business, target market, marketing strategy
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四川师范大学硕士学位论文
目录
1绪论..................................................................................................................................................1
1.1研究背景和意义 .................................................................................................................... 1
1.1.1研究背景 ..................................................................................................................... 1
1.1.2研究目的与意义 ......................................................................................................... 2
1.2文献综述................................................................................................................................ 3
1.2.1国外研究现状 ............................................................................................................. 3
1.2.2国内研究现状 ............................................................................................................. 4
1.2.3文献评述 ..................................................................................................................... 5
1.3主要研究内容和方法 ............................................................................................................ 5
1.3.1研究内容 ..................................................................................................................... 5
1.3.2研究方法 ..................................................................................................................... 6
1.4相关概念和理论 .................................................................................................................... 6
1.4.1非油品业务 ................................................................................................................. 6
1.4.2 STP理论 ..................................................................................................................... 7
1.4.3 4C理论 ....................................................................................................................... 8
1.5创新与不足 ............................................................................................................................ 9
1.5.1创新之处 ..................................................................................................................... 9
1.5.2不足之处 ..................................................................................................................... 9
2 C公司概况及非油品业务现状分析..............................................................................................10
2.1 C公司概况 .......................................................................................................................... 10
2.2 C公司非油品业务营销现状............................................................................................... 10
2.2.1非油品业务销售现状 ............................................................................................... 10
2.2.2价格现状 ................................................................................................................... 12
2.2.3营销现状 ................................................................................................................... 12
2.3 C公司非油品业务市场营销环境分析............................................................................... 13
2.3.1外部环境分析 ........................................................................................................... 13
2.3.2内部环境分析 ........................................................................................................... 17
2.4 C公司非油品业务 SWOT分析 ......................................................................................... 19
2.4.1优势........................................................................................................................... 19
2.4.2劣势........................................................................................................................... 20
2.4.3机遇........................................................................................................................... 20
2.4.4威胁........................................................................................................................... 21
2.5 C公司非油品业务营销存在的主要问题..................................................