摘要
当前,成品油市场竞争激烈,中石油、中石化两大集团在加油站零售领域的
竞争FI趋白热化。x石油公司作为地市级成品油销售企业,隶属于两大集团之一,
受制于目前的管理模式,与主要竞争对手相比,价格较高,促销费用不足,市场
的主导地位受到威胁,依靠传统的营销模式已难以稳定和提升市场占有率,亟需
创新思路,改进营销模式。跨界营销作为传统营销手段的有益补充,通过在有共
同消费群体的两个或两个以上的企业之间相互借鉴、融合,对客户资源进行共享
和置换,在产品、渠道、促销、品牌推广等方面为消费者提供全新的品牌体验,
从而达到共赢的目的。跨界营销有效避免了传统营销方式下市场过度细分与饱和、
新产品难以进入市场、市场竞争陷入同质化等问题,能够促进x石油公司加油站成
品油和非油品业务的开展,达到获得竞争优势,稳定和提高市场占有率的目的。

在大量查阅文献资料的基础上,笔者针对传统营销模式下加油站营销面临的
困难和问题,基于跨界营销理论,设计出适合x石油公司的加油站营销新模式,
并对如何实施进行了初步的探讨。目前笔者设计的跨界营销模式还未在油品销售
企业实施,这是本文的创新之处。

本文共分六部分。第一部分是导论,介绍研究的背景和意义,界定了跨界营
销的概念。第二部分是相关理论综述,对营销组合理论、促销组合理论、营销模
式相关理论进行了论述。第三部分是X石油公司加油站的营销现状,对X石油公
司的管理模式、加油站营销概况进行了分析,对加油站现有跨界营销模式进行了
分析,对不理想的原因进行了探讨。第四部分是X石油公司加油站营销模式设计,
对基于跨界营销的加油站营销模式设计的依据、要达成的目标、思路和框架进行
了介绍。第五部分是跨界营销模式的实施,对实施的保证条件进行了初步探讨。

第六部分是结论与展望。研究结论表明:基于跨界营销的加油站营销模式是现阶
段X石油公司破解困局、提高效益的重要出路。

关键词:石油 跨界营销 营销模式
Abstract
Currently, the oil market competition is intense.In oil retail area,Petrochina and
Sinopecthe two big groups are in fierce competition. The oil company X,as a
municipal oil products sales enterprise, belongs to one of the groups. Compared with the
main competitors, restricted by the company X's current management mode, the oil
price is higher, sales promotion is insufficient,the dominant position of the market is
under threat. Relying on the traditional marketing mode has been difficult to stabilize
and increase market share,innovative ideas and improvement of marketing mode is
urgently necessary. Crossover marketing, being as a useful complement to the
traditional means of marketing, is based on the common consumer groups of more than
two enterprises,using for reference each other, integration, customer resource sharing
and exchange.In the field of product,place,promotion, brand promotion, providing
consumers with the brand new experience, so as to achieve win-win objective.
Crossover marketing effectively avoids the traditional marketing way of market
segmentation and saturated, new products are difficult to enter the market,and the
market competition fall into the homogenization.lt can promote the X oil company gas
station oil and non-oil business,to gain competitive advantage, to stabilize and improve
the purpose of market share.
After reading a large number of available literature, the author in view of the
traditional marketing mode gas station marketing difficulties and problems, based on the
crossover marketing theory, design a suitable X oil company gas station marketing
mode,and discusses how to carry out a preliminary discussion. At present, the author
designed crossover marketing mode is not applied in oil sales enterprises yet, which is
the innovation of this paper.
This paper is divided into six parts. The first part is the introduction, introducing
the research background and significance, define the crossover marketing conception.
The second part is the theory summary, the marketing mix theory and the promotional
mix theory. The third part is the X oil company gas station ’s present marketing situation,
to X oil company management mode,marketing survey are analyzed,on the pros and
cons of crossover marketing analysis,the paper discusses the reasons of not ideal. The
fourth part is the X oil company gas station marketing mode design, based on the
crossover marketing of gas station, marketing mode design basis, to reach the goal,
framework is introduced. The fifth part is the crossover marketing pattern
implementation, on the implementation of the guarantee condition undertook
preliminary discuss. The sixth part is the conclusion and prospect. Conclusion: Based on
the crossover marketing of gas station is the present stage X Oil Company to defeat
solution predicament, improve the efficiency of the important way.
Key words: Oil crossover marketing marketing mode