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论文编号：	3866
作者编号：	2120092520
上传时间：	2011/11/30 9:37:21
中文题目：	加油站非油品业务营销策略研究——以中国石油天津销售公司加油站便利店为例
英文题目：	Marketing Strategy on Non-Oil Business of Gas Station- Case Study on Convient Stores in Gas Stations of PetroChina TianJin Markerting Company
指导老师：	吴晓云
中文关键字：	非油品业务，加油站便利店，营销策略，中国石油
英文关键字：	Non-oil Business，Convenient Store of gas station，Marketing Strategy，PetroChina TianJin Markerting Company
中文摘要：	我国国民经济一直处于快速发展时期，人民生活水平日益提高，私人家庭拥有汽车的数量迅速增长，同时，高强度、快节奏的生活也使得人们的消费观念发生了深刻变化，快捷、便利的消费方式逐步成为趋势。加油站仅提供油品服务已远远不能满足顾客日益增长的消费需求，开展非油品业务，是石油企业市场化战略的重要举措，并将逐步成为石油企业销售业务的重要组成部分和新的效益增长点，对提高石油企业销售业务的竞争能力和盈利能力都具有重要意义。随着市场条件的改善和全行业对非油品业务的重视，非油品业务的管理日益规范，形成了以加油站便利店为依托的新一轮非油品业务的新突破。 本文的研究目的旨在以中国石油天津销售公司加油站便利店业务为例，通过对自身业务现状的分析，映射出国内加油站便利店业务普遍的成长历程；引入市场营销学的相关理论，结合国内加油站便利店业务的实际，从行业现状分析切入，理论与实践相结合，通过对中国石油天津销售公司加油站便利店目标市场的选择与顾客服务以及营销策略的分析，在优化便利店商品结构、提升便利店营销和服务技巧、创新经营方式、提高配送效率降低成本等方面提出自己的思考和建议，为石油企业开展便利店业务提供参考。
英文摘要：	As the living standards improve with the rapid increase of China economy, the possession of family cars explodes as well. At the meanwhile, fast and convenient daily consumption becomes a modern tendency as a result of the change of consumption in the mind of the urban population due to their highly intense and fast daily lives. Within this background, the mono-service of providing petroleum of gas stations can not meet the newly expended demands in the market, where the non-oil based multi-service businesses find their places in petroleum industries’ marketing strategy. These newly developed businesses are becoming a very important and much profitable part in the marketing department of petroleum companies, and highlight their competitiveness and profitability in the market. As the amelioration of the market and the attention paid to this area is increasing, the non-oil based businesses become more regulatory and laid a solid foundation for the breakthrough of the convenient store based gas station business. This thesis aims to conclude the growing path of gas station non-oil businesses, and elaborate the practical and theoretical importance of these businesses, through case study and analysis on the convenient store business of gas station of PetroChina TianJin Markerting Company. The research is done with marketing management and other related theories, in association with the practice of convenient store business of gas stations in China, as well as the profound analysis on the current situation of the studied industries. This work will be a reference for developing convenient store business of petroleum industries in both a theoretical and practical way.
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