中文摘要
随着成品油微利时代和数字化营销时代的到来，企业传统营销模式面临新的
机遇和挑战，市场竞争日益加剧，非油业务发展地位越来越重要。加油站便利店作
为非油业务经营场所，逐步成为能够满足顾客多样化需求的综合性服务平台。中国
石油始终秉承奉献能源、创造和谐的宗旨，承担着稳定油品供应和保障国家能源安
全的重任，在建设具有综合性国际化能源企业的过程中，中国石油积极承担经济、
政治、社会三大责任，为了满足顾客的快捷便利消费需求，2007年开始在加油站开
展非油业务。X石油内蒙古销售公司作为中国石油下属分公司，积极响应上级政策
和要求，推进非油业务快速发展，近年来，加油站便利店不断升级优化，为顾客提
供优质商品和服务。伴随新零售、互联网时代的到来，传统营销与数字化营销加速
融合，消费者的消费行为更加多样，需求也更加多元化，传统的营销管理思维发生
了颠覆性改变。各类型超市、便利店和网购平台等都运用各种促销手段吸引消费者，
渗透现有市场和拓展潜在市场，X石油内蒙古销售公司加油站便利店正面临着激烈
的市场竞争。作为加油站延伸服务的提供者和收入来源的重要主体，加油站便利店
必须改进自己的促销策略，以便在竞争中立于不败之地。
本文在系统梳理国内外关于加油站便利店及其促销策略研究现状的基础上，
基于4P营销理论、4C营销理论和促销组合理论，从营业推广、人员促销、广告、
公共关系四个方面对X石油内蒙古销售公司加油站便利店促销现状进行了全面分
析，并运用PEST分析法和SWOT分析法，对加油站便利店所处宏观环境、内外部的
促销环境进行了系统分析，总结出加油站便利店促销中存在的主要问题：如专业人
员少且促销技巧欠缺、促销理念尚未形成且手段单一、广告策略实施不到位内容针
对性不强、促销组织力度不够且效果不理想和促销组合性不强等方面，并结合走访
案例进行了深入剖析，进而制定出加油站便利店促销策略，并制定相应的保障措施。
本研究对X石油内蒙古销售分公司加油站便利店促销策略的优化提升和健康
发展具有较强的理论指导意义，对同行业的相关石油企业非油业务的开展也具有很
大的现实借鉴意义。
关键词：非油业务；加油站便利店；促销策略

ABSTRACT
As refined small profit era and the era of digital marketing, the
traditional marketing mode faces new opportunities and challenges, non-oil
business development status becomes more and more important. Gas station
convenience store as non-oil business premises, gradually become able to
meet the diverse demand of customer . CNPC has always been adhering to
the principle of dedication of energy, creating a harmonious, and stable oil
supply and ensuring national energy security. CNPC promotes positive
economic, political and social responsibility, in order to meet the customer's
consumption demand, and began to conduct Non-oil business at a gas
station in 2007. As a subsidiary of CNPC, X oil Inner Mongolia Sales
Company actively responds to the policies and requirements of its superiors
and promotes the rapid development of non-oil business. Over the years, gas
stations and convenience stores have provided customers with high-quality
goods and services. With the advent of the new retail and Internet era, the
integration of traditional marketing and digital marketing is accelerating
consumers' consumption behaviors, whose demands are also more
diversified, and it is changing the traditional marketing management
thinking. All types of supermarkets, convenience stores and online shopping
platforms use various promotional means to attract consumers, and expand

the potential market. The gas stations and convenience stores of Inner
Mongolia Sales Company of X Petroleum are facing fierce market
competition. As the provider of extended service and the main source of
income of gas stations, gas station convenience stores must improve their
promotion strategies in order to remain invincible in the competition.
In this paper, based on the 4P marketing theory, 4C marketing theory
and promotion mix theory, the research status of gas station convenience
store and its promotion strategy at home and abroad is systematically
reviewed, from four aspects of business promotion, Personnel Promotion,
advertising and public relations, this paper makes a comprehensive analysis
on the promotion situation of convenience stores in gas stations of x
petroleum Inner Mongolia sales company, and uses PEST analysis method
and SWOT analysis method, this paper makes a systematic analysis of the
macro-environment, internal and external promotion environment of the gas
station convenience store, this paper summarizes the main problems existing
in the promotion of convenience stores in gas station: For example, there are
few professionals and lack of promotion skills, the promotion idea has not
been formed yet and the means is single, the implementation of advertising
strategy is not in place, the content is not targeted, the promotion
organization is not strong, the effect is not ideal and the combination of
promotion is not strong, etc. , and combined with the case of a visit to carry
。。。以下略