| Oil as an important energy economy, its market is balanced, the national economy is functioning properly, related to the healthy development of the national economy. As consumption of oil products in Guangdong province,run the oil market situation has a significant impact on Guangdong's economy.The main purpose of this study is to use theoretical methods to systematically analyze the market of oil products in Guangdong Province, Guangdong oil companies oil products marketing help. In this paper, the study is divided into two parts. First, marketing of oil products in Guangdong. On the oil market in Guangdong Analysis and Research, and sorting out the oil market in Guangdong basic status, master Guangdong oil market supply and demand conditions and prices, find the oil market in Guangdong specific problems, to determine oil Market Analysis and Marketing Strategies of focus and direction. Second, oil companies Oil Marketing Guangdong Province. In Guangdong oil market analysis and forecasting based on combined analysis of oil market in Guangdong important and difficult, according to the specific circumstances of the Guangdong Oil and design of marketing refined oil products in Guangdong oil response system. By the Guangdong region analysis of the oil market, refined oil business units will help to grasp the Guangdong region targeted oil market trends and laws, contribute to the Guangdong Economic and regional energy economy. And establish a system of oil market analysis, the method also has a promotional role in the oil market can be applied to analysis of other regions. This is the core of the significance of this issue.Firstly, China's refined oil market analysis. China's refined oil market in recent years developed very rapidly after the opening of the refined oil wholesale market, the domestic refined oil markets are changing the original CNPC, SINOPEC focus on the wholesale of refined oil in the market. After China's accession to WTO with tariff reduction and market access commitments of cash to expand opening up to the United States and Europe mainly large foreign petroleum and petrochemical companies to seize the Chinese mainland market, the domestic market further with international characteristics, and gradually form dominated by state-owned oil companies, foreign major oil companies and domestic private enterprises to actively participate in the diversification of market structure, market competition more fierce, but the focus of competition, from the current level of domestic oil and petrochemical group gradually turned to the two dimensions of Chinese and foreign enterprises. In this process, with the deepening of reform and opening up, private enterprises will be more rapid development, so that the formation of domestic oil and petrochemical industry by the state-owned holding company as the leading petroleum and petrochemical-based, Europe and the United States on such a large petroleum and petrochemical company in China owned or joint ventures, private enterprises and processing trade in petroleum and petrochemical products companies to participate in market competition situation.Second, oil sales offices in Guangdong oil market environment was analyzed. Guangdong oil is sold directly under the China Petroleum and Chemical Corporation Company, the main oil products wholesale, retail and distribution business. After nearly 10 years of construction and development, Guangdong oil companies of "focused, perfect layout, pay attention to returns" principle, seize the opportunity, focused, focused investments in the Pearl River Delta region, seize the highways and urban networks, efforts to control the water market to fill the market gap, do a good job filling stations construction and renovation, and further optimize the network layout, improve network quality, increase market control. The current gas station in Guangdong, China Petrochemical 2298, accounting for 41% of the total number of fuel stations; in oil 903, accounting for 16% of the total number of fuel stations; foreign (Esso, Caltex, Shell, CR) station 114, accounting for 2% of the total number of fuel stations; other community stations 2232, accounting for 41% of the total number of fuel stations. Oil market in Guangdong, Guangdong has obvious advantages of the network size, has a good retail network, retail distribution network is more reasonable to control the area more than 20% retail share. After the opening of oil products wholesale market, diversification of resource supply will truly show, now all imported crude oil and the Central Processing SINOPEC situation will be broken, the local refinery will be imported resources, processing and marketing rights, then squeeze out the market share; while the local refineries will be two groups of resources from the system of unified purchase of its own sales of refined oil; private enterprises, foreign companies will have the right to operate import and export of refined oil products, the two groups on the balance of control over the supply of domestic resources will be weakened, substantial competition will be in full swing. Station construction and operation of the main wholesale markets will also be presented with the diversified structure. With the benefit of oil resources to improve convenience and to the extent possible, will further stimulate private enterprise and community business owners to develop gas station initiative. Meanwhile, some domestic and foreign large enterprises are also actively invest in gas station, gas station construction and retail competition for market share, competition will become fiercer. Overall, as the oil market is gradually opening up, the more oil will face stronger competition situation. Strong foreign capital, rich external resources, coupled with the sales network of private oil enterprises, once the three together, competition will become even more brutal.Finally, oil companies oil sales marketing strategy in Guangdong specific implementation modalities described in detail. First, the product portfolio strategy. High-grade gasoline should increase the gasoline sales efforts. The relative concentration of high-grade gasoline customers, advanced vehicles, sales of main station in the city, the city should be actively seize the gas station, scientific layout, and strive to expand the size of the market. Sales of diesel and petrol filling stations the main force is the institutional users. Institutional users account for almost half of consumption, is characterized by stable oil, should be developed to ensure a steady supply of customers. To carry out non-oil business: non-oil business is defined in fuel, pneumatic, water and other conventional businesses, other such as advertising, car wash, car repair, convenience stores, restaurants and bank ATMs, telecommunications, lottery and other services. By providing more convenient services for customers to expand the retail volume, improve gas station integrated Achieving Benefits capacity, develop new profit growth point. Carried out by non-oil business, so customers are not only the gas station convenience stores selling goods, it is not only petrol station and convenience store brands, marketing is a convenient life. Second, the brand strategy. Great efforts to strengthen brand building, and highlight the brand of oil. Brand is the performance of overall competitiveness is to achieve market differentiation and enhance the core competitiveness of key enterprises. Third, service innovation strategies. As the oil itself, which constitutes a different marketing characteristics, in the oil marketing activities must be integrated with its characteristics, use of marketing theory and methods to guide the oil marketing activities. Oil sales industry as commodity circulation industry, is a typical service industry, selling oil products at the same time, sell the oil, but more important is the service. As oil homogeneous characteristics, highlight the service feature is particularly important. 4, channel strategy. Oil sales in the retail core, the key to Achieving Benefits are retail. From the resource-based enterprises to sell type transformation, it is important retail distribution network of sales channels accounted for the terminal edge. Combination of pipes, oil depots and other storage and transportation facilities, the construction and development, the overall optimization of the logistics for finished oil products. Establish, improve resource optimization and mode of transport flow optimization combined with a combination of transportation and secondary distribution system for global optimization run. Fifth, promotion strategy. Blind spot in the presence of competitors, market and growth stage market, we should increase the staff promotion efforts, earnestly implement major account manager or sales representative responsibility. On the annual fuel consumption of 1,000 tons of customers to implement major account manager responsibility system, real person responsible for the implementation of "one to one" marketing strategy, regularly convened meeting of the part of the customer base, "forum", set up a communication platform between customers, understand customer needs, timely information to the part of the customer base oil market situation, remind customers inventory Yu Liu work well to ensure that tight oil production and operation of the normal, initiative and resources and market conditions in accordance to adjust the sales price, implement different levels of sharing profit or push for a price.Energy is the lifeblood of a country's economic development. Oil is also known as the blood of industrial development. Oil resources in the people's livelihood, occupies an extremely important position, social development and human resources indispensable to the survival. With China's rapid economic take-off, the domestic demand for refined oil will be more prominent, more foreign giants will grab market share in China's oil sales, Guangdong Province, China's development as a frontier zone, the oil market heated competition will lead to a climax. |
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