| The domestic petroleum market has stepped into the period of transition since 2009, as influenced by lots of factors, such as economic recession, international petrol price fluctuation, the oil tax-for-fees reform, and so on. The marketization characteristics of the oil market have gradually appeared, just as demand contraction, increased resources supply, fiercer competition, etc. Oil direct selling market has transformed from'seller leading'to'buyer leading', and the resources market has changed from'demand over supply'to'supply exceeds demand'. Meanwhile, the transformation of oil price is from'government pricing mechanism'to'market pricing mechanism'. The oil enterprises have already been faced with serious challenges of the market. However, because of the long-term monopoly management and the sense of superiority in seller leading market, the oil enterprises still lack systematic research on the problem of customer support. Therefore, there are important theoretical and practical meanings to enhance competitiveness of the oil companies and promote health development of the whole market by studying the direct selling customer support strategy.This research is based on the fact of SINOPEC HN Branch. Main points of this thesis are listed as following: First of all, the research meaning of this paper is described. On basis of this, the main content, basic theories and models will be introduced briefly. Secondly, based on the introduction of the current market environment, the selling system, management strategy and the existing customer resources of HN Oil Company are summarized. After that, the main problems and deficiencies of HN Oil Company are also pointed out. And the SWOT analysis is used to study the direct selling customer retention in local market. Thirdly, a dynamic model, which is based on Customer Delivered Value Theory, is built to analyze the relative factors influencing the direct selling customer retention in HN Oil Company. At last, some policy suggestions combined with practice are bright forward aimed at the direct selling customer support strategy in HN Oil Company. These suggestions could help the company to perfect its marketing strategy, promote the satisfaction degree, loyalty degree of the customers, and enhance the market competition capacity. The conclusion of this research could promote the sustainable and stable development of HN Oil Company. |
