随着我国成品油市场的开放,市场竞争加剧,加油站多元化经营在我国得到了;定

的发展。本文针对非油品业务在国内外发展的现状,基于市场营销中的相关理论,结合

国内外加油站便利店的促销策略及实践,对中国石油四川销售分公司的促销策略进行了

系统的研究。

首先分析了中国石油天然气集团公司旗下的四川销售分公司加油站便利店的,展

现状及促销现状,并总结了促销现状中存在的问题。其次探讨了促销策略的影响因素,

根据四川销售公司的特殊情况,分别从内部影响因素和外部影响因素两个方面展开了讨

论。其中内部影响因素包括促销观念、企业经营管理、人员、促销手段、促销方式和促

销效果,而外部影响因素则包括顾客类型及消费群体、购买行为、社会消费心理、便利

店位置和营销政策等。并在此基础上比较了不同的促销策略,讨论了如人员推销、广告、

公共关系、销售促进的优缺点及适用范围。同时,基于不同位置的加油站便利店、不同

类型加油站便利店、不同类型消费者的加油站便利店对有关促销策略及促销组合进行了

选择。得出加油站便利店应该根据所处地理位置的不同、加油站自身类型的不同和目标

顾客的差异,釆用不同促销策略及促销组合的结论。最后探讨、分析制定出适合四川销

售公司加油站便利店发展的最优促销策略方案,包括加油站便利店的促销活动程序、组

织框架、方案形成和加油站便利店促销策略的实施,并以此指导四川销售分公司加油站

非油品业务的幵展,从而为同类企业幵展加油站非油品业务,推进便利店的发展提供一

定的参考,有效地拓展我国加油站的利润空间,提高我国加油站在市场上的竞争力。

关键词:石油;销售企业;加油站便利店;促销

Abstract

The opening up of the refined oil market in China intensifies the market competition.in

the mean time gas stations diversification got certain development in our country. This article

in view of the situation of the oil business development ai home and abroad, based on the

related theory of marketing and combined with the gas station convenience store's sales

promotion strategy and practice at home and abroad, discuss China's oil sales branch in

Sichuan province *s sales promotion strategy.

First analyzed the sales branch of China national petroleum corporation Sichuan gas

station convenience store's development and promotion of the status quo,and summarizes the

current problems existing in the promotion. Secondly discusses the influence factors of the

promotion strategy, according to the special case of Sichuan sales company, respectively

internal factors and external factors . Internal factors including promotion idea, the enterprise

management, staff, promotion, promotions and promotion effect, while the external

influencing factors including the type of customers and consumers, buying behavior, social

consumption psychology, convenience store's location and marketing policy, etc. And

compare the different promotional strategies, such as marketing,advertising, public

relations,sales promotion.Discussing the advantages and disadvantages of these promotional

strategies,as while the applicable scope. At the same time, based on different positions,

different types of gas station convenience store and different types of consumer choose the

promotion strategies and promotion combination. It is concluded that gas station convenience

store should be according to the different geographical position .different types of gas station

and the different of target customers adopt different marketing strategy and marketing

combination. Finally, analyzing the optimal sales promotion strategy plan for Sichuan gas

station convenience store sales company, including gas station convenience store's sales

promotion program, organization framework, the formation and the implementation of the

strategy. Direct sales in Sichuan branch of oil gas station business,and give some reference

for the similar enterprises to promote the development of convenience stores. Simultaneously

expand the profit space of our country's gas stations,improve Chinese gas station's

competitiveness.

Key words: Petroleum; Sales companies; Convenient store of service station; Sales

promotion