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A Dissertation for the Degree of EMBA

RESEARCH ON THE MARKETING
STRATEGY OF NON-OIL BUSINESS AT
GAS STATIONS PC
HEILONGJIANG JIAMUSI SALES
BRANCH

Candidate: Yang Yunsheng
Supervisor: Prof. Li Dong
Academic Degree Applied for: EMBA
Affiliation: CNPC Heilongjiang Jiamusi Sales
Branch
Date of Defense: June, 2010
Degree-Offering-Institution: Harbin Institute of Technology
哈尔滨工业大学高级管理人员工商管理硕士学位论文
摘要
加油站的非油经营一般是指除提供加油服务以外,利用加油站的设施、人
力等资源开展其他项目的经营。发达国家早就认知并开展了加油站的非油经营,
在加油站开设便利店、车辆检修保养、快餐、社区服务等非油经营业务,非油
经营业务所创造的效益已成为加油站整体效益的组成部分。
随着我国国民经济飞速发展,人们收入的增加,汽车数量的猛增,加油站
客户有追求快捷、便利、舒适消费和服务需求。在这种需求的刺激下,加油站
非油经营应运而生并得到快速发展。加油站已不局限为单纯的加油服务,正在
为车辆、社区提供广泛的、延伸性的服务。
中国石油黑龙江佳木斯销售分公司是中国石油天然气股份有限公司所属地
市级销售公司,主营业务是汽油、柴油的批发和零售业务,同时承担着佳木斯
市成品油主渠道供应任务。近年来,按照中国石油天然气股份有限公司总体发
展战略,在所属加油站开展了非油品经营业务,但非油经营尚属起步阶段,遇
到了许多制约发展的问题。
本文对我国加油站非油经营现状和面临发展机遇进行了阐述,剖析了中国
石油黑龙江佳木斯销售分公司非油经营存在的问题,与先进的同业进行了对比
分析。在此基础上,运用现代营销等理论,对加油站非油经营的市场定位、经
营商品定位、经营项目定位,以及价格、促销、渠道、品牌等方面提出了解决
的对策。这些营销策略不仅有利于中国石油黑龙江佳木斯销售分公司加油站非
油经营水品的提高,也有助于国内同业参考。

关键词:加油站;非油经营;营销策略

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哈尔滨工业大学高级管理人员工商管理硕士学位论文
Abstract
Non-oil business of gas stations generally refers to using station facilities,
manpower and other resources to carry out the operation of other projects, except
providing refueling services. Developed countries recognized and launched non-oil
business at gas stations early, including convenience stores, vehicle repair and
maintenance, fast food, community service and others. The benefit created by
non-oil business has e the ponent of the gas stations whole
efficiency.
With the rapid development of Chinese national economy, people's es
increased and the number of cars soared, the customers of gas stations were seeking
fast, convenient fortable service. In this demand stimulus, non-oil business
of gas stations came into being and developed rapidly. Then, gas stati