自中国成品油的经营权全面放开以后，国际大石油巨头携带先进技术、品牌形象、 先进管理经验等优势进入我国成品油销售市场，给我国石油企业带来了严重挑战。在这 种局势下，拓展非油品业务来创造新的利润增长点，已成为国内石油企业发展的方向之 一，加油站便利店在非油品业务中占据重大份额。A 公司由于地处我国北方某地级市， 在市场竞争中受到的冲击较少，因此 A 公司非油品业务中的加油站便利店起步较晚，同 时其加油站便利店销售商品的种类偏少，经营管理状况较差。随着我国经济的快速发展 和油品业务竞争的日益加剧，A 公司已不能单单地依靠其油品业务了，虽然当前其加油 站便利店业务盈利能力还较弱，但其发展空间较大。 本文运用可行性研究理论研究 A 公司加油站新增便利店项目的可行性，分析 A 公 司加油站便利店业务现状，表明 A 公司加油站便利店业务具有良好的前景，从而提出了 C 加油站新增便利店项目，进而研究其可行性。首先通过对客户需求和竞争对手两个方 面的市场调研分析，说明 C 加油站新增便利店项目具有市场前景。其次从总体、市场、 商品、价格四个方面对 C 加油站新增便利店项目进行了定位。然后根据定位情况分析项 目财务方面的投资估算、融资方案和效益测算等。最后对项目可能存在的风险进行识别 和评估。上述四方面的可行性分析结果均表明 A 公司 C 加油站新增便利店项目具有可 行性，但为了提高 A 公司 C 加油站新增便利店项目的成功性和经济收益，从持续开展 市场调研、定期调整商品和服务、增加项目经济效益三个方面对 A 公司 C 加油站便利 店项目提出实施对策。 关键词：加油站；便利店业务；可行性分析；东北石油大学工程硕士专业学位报告 III Research on the feasibility study of new project of gas station convenience store ABSTRACT Since right full liberalisation of refined oil products in China, the big international oil majors with advanced technology, brand image, advanced management experience and other advantages to enter our country refined oil sales market. In this situation, extend the oil business to create new profit growth point, has become one of the developing direction of domestic oil companies, gas station convenience store with a major share in the oil business. Because A company is located in A city in the north of China, in market competition have been hit less, so the oil in the gas station convenience store business A company started relatively late, at the same time, the variety of goods on its gas station convenience store sales, operation and management condition is poor. With the rapid development of our economy and the increasingly intense competition in the oil business, A company can not simply rely on the oil business, although the current gas station convenience store business profitability is still weak, but the larger development space. In this paper, feasibility study theory is used to study the feasibility of the new convenience store project in A company. This paper analyzes the current situation of gas station convenience stores in A company, which indicates that the business of A company's gas station convenience store has good prospects, so as to analyze the feasibility of the new convenience store project. Firstly, through market research and analysis of customer demand and competitors, it shows that the new convenience store project of C gas station has the market prospect. Secondly, the new convenience store project of C gas station was located in the four aspects of overall, market, commodity and price. Then, the investment estimation, financing plan and benefit calculation of the project are analyzed according to the location. Finally, the risk of the project may be identified and evaluated. The feasibility analysis results of the above four aspects indicate that the new convenience store project of company A is feasible. But in order to improve the success of A company C new gas station convenience store project, perfect the market research, optimization of project positioning, improve project economic security, reduce the project risk four aspects of A company C gas station convenience store project implementation improvement countermeasures are put forward. Key Words: gas station; Convenience store business; feasibility analysis目 录 IV 目 录 摘要........................................................................................................................................ II ABSTRACT ............................................................................................................................. III 第 1 章 绪 论.............................................................................................................................1 1.1 研究背景...................................................................................................................... 1 1.2 研究意义...................................................................................................................... 2 1.3 国内外研究现状述评.................................................................................................. 2 1.3.1 国外研究现状................................................................................................... 2 1.3.2 国内研究现状................................................................................................... 4 1.3.3 国内外研究现状评价....................................................................................... 6 1.4 研究方法及内容.......................................................................................................... 6 1.4.1 研究方法........................................................................................................... 6 1.4.2 研究内容........................................................................................................... 6 第 2 章 项目可行性研究相关理论...........................................................................................8 2.1 项目可行性研究的概念.............................................................................................. 8 2.2 项目可行性研究的特点.............................................................................................. 8 2.3 项目可行性研究的作用.............................................................................................. 8 2.4 项目可行性研究的内容.............................................................................................. 9 2.5 项目可行性研究的流程............................................................................................ 10 第 3 章 A 公司Ｃ加油站便利店项目概述.............................................................................11 3.1 A 公司加油站便利店业务 ......................................................................................... 11 3.1.1 A 公司简介 ...................................................................................................... 11 3.1.2 A 公司加油站便利店业务现状 ...................................................................... 11 3.2 C 加油站新增便利店项目 ......................................................................................... 16 3.2.1 C 加油站概况 .................................................................................................. 16 3.2.2 C 加油站新增便利店项目背景 ...................................................................... 17 3.2.3 C 加油站新增便利店项目筹建组 .................................................................. 17 3.3 本章小结.................................................................................................................... 18 第 4 章 A 公司 C 加油站新增便利店项目可行性分析 ......................................................19 4.1 项目市场调研............................................................................................................ 19东北石油大学工程硕士专业学位报告 V 4.1.1 客户需求......................................................................................................... 19 4.1.2 竞争对手......................................................................................................... 20 4.2 项目定位分析............................................................................................................ 21 4.2.1 总体定位.....................................................