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在低油价和油品业务竞争激烈的大背景下,发展非油业务是提高石油企业利润,满足多元化市场需求的重要途径。以中石油非油业务为研究议题,通过问卷调查其发展状况,提出适合其发展的创新性策略。首先,在分析低油价冲击中石油业绩的基础上,提出了非油业务是应对低油价利器的重要观点;继而以中石油山西销售公司为研究对象,对其非油业务的发展状况进行实证调查,采用5W1H方法对非油业务的市场需求特征进行了分析,并运用SWOT分析法对其发展非油业务的面临内外部环境进行了探究;最后,针对研究中发现的问题,提出打造现代综合服务提供商是中石油发展的现实战略选择,并利用4Ps理论从产品、价格、渠道和促销四个方面设计了促进中石油非油业务快速发展的具体策略。本文研究成果有助于推动中石油非油业务快速有效发展,利于企业实现更高的经营水平。
Under the background of low oil prices and fierce competition in the oil products business, developing non-oil businesses is an important way to increase the profits of petroleum enterprises and meet the needs of a diversified market. Taking CNPC’s non-oil business as the research topic, the article investigates its development status through questionnaires and puts forward innovative strategies suitable for its development. First of all, on the basis of analyzing the performance of oil in the impact of low oil price, it puts forward the important viewpoint that non-oil business is the tool to deal with low oil price. Then, taking the oil marketing company in Shanxi as the research object, this paper conducts an empirical investigation on the development of its non-oil business, 5W1H method was used to analyze the market demand characteristics of non-oil business and explored the internal and external environment facing the development of non-oil business by using SWOT analysis method. Finally, according to the problems found in the study, it is proposed to build a modern integrated service provider Is a realistic and strategic choice for PetroChina’s development. Based on the 4Ps theory, it has designed a specific strategy to promote the rapid development of PetroChina’s non-oil business from the aspects of product, price, channel and promotion. The research results of this article help to promote the rapid and effective development of CNPC’s non-oil business and help enterprises to achieve higher management level.