Research On Marketing Strategy Of Beijing Petroleum Co.

Along with the fast development of global economy integration, the date of our country's entering into WTO has become nearer and nearer. The competition on the petroleum market, a market of basic energy resource, which is the foundation of the national economy, has also become more and more intense. Many transnational companies take China as their target market of strategic development. The focus of competition is the oil product end-consumer market.The Beijing Petroleum Co. as a specialized local sales company subordinate to SINOPEC had the State entrusted right of monopoly operation under the planned economy system. Now, facing the challenge of the powerful offensive of domestic competitors and the transnational company's entering into our country soon, the Beijing Petroleum Co. is confronted with the topic of winning the leader position on future oil product oligopolistic market. The topic has vital importance to the enterprise's existence and development. The article regards the international petroleum market and the macro situation of future development of our country's petroleum and petrochemical industries after entering into WTO as its research background. It takes the Beijing Petroleum Co. as research object. It starts with the research on the Beijing's oil product market. It uses the theory of modern market operation and the modern methods of research and decision making. It systematically analyses the marketing opportunity and risks of the Beijing Petroleum Co., and its favorable and unfavorable factors in competition, and puts forward the competition strategy and marketing combination for the enterprise to win and keep the position of market leader.The article consists of six parts including research intention, theory review, arguments, research methods, proof and conclusions. Based on the personal experience in practical work and the understanding of the enterprise's marketing status, this article analyses, induces, sums up and deduces the results of investigation on oil product market operation and sales. It proves that the enterprise should seize the opportunities, maximize favorable factors and minimize unfavorable factors. It should acquire and maintain the competition edges continuously through implementing the strategy of integrated marketing, setting up the concept of social marketing and effectively using the 4 P's strategy combination (namely product, price, pipeline and promotion).According to the proofing method of proceeding in an orderly way and step by step, the article first analyses the demand and special features of Beijing's oil product market. It predicts Beijing's oil product demand and its future increasing trend by both using the method of average motor vehicle fuel consumption and the method of energy consumption elasticity coefficient. It shows that Beijing's oil product market has a strongly increasing demand and a remarkable market potential. Beijing's oil market is the market having largest development potential in China.Facing Beijing's oil product market in great demand, how can we accurately position the Beijing Petroleum Co.? The article makes a careful and deep-going analysis to the internal and external environment of the enterprise. As viewed from the external operation environment, the Beijing Petroleum Co. is situated in an extremely attractive industry. The market it faces has high opportunity and low risk. In the background that China will soon enter WTO and the State will strengthen the macro control of petroleum and petrochemical industries, the environment the enterprise faces is being changed greatly. The Beijing Petroleum Co. should be good at seeking new development space in changing environment. It should fully use the SINOPEC's famous brand, the resource edges and the good infrastructures of the enterprise itself. It should transform operation mechanism, implement integrated marketing strategy, get into the market really and form its own competition edges. As viewed from the internal environment, although the operation concept, marketing...