A Study On Marketing Strategies Of Refined Oil Of PetroChina Changchun Jitin Company

With the perfection of the market economic system, the domestic refined oilmarket has been changed. The domestic refined oil market is changing the Marketstructure, it’s not only PetroChina and Sinopec two big groups monopoly of refinedoil market. As branch of PetroChina in Changchun, Although sales of big foreign oilcompanies have not yet penetrated into Changchun oil market, but it has challengedby Sinopec and private oil firms. In order to consolidate its leadership in Changchunproduct oil market, PetroChina Changchun Jilin Company should develop newmarkets and continue to enhance the ability to adapt to market changes.This paper discusses the basic characteristics of refined oil market, analysis ofthe market trend, According to the theory of refined oil market and the marketmarketing the basic method, analysis changchun product oil market, and combinedwith changchun branch sales data, analysis the changchun branch current marketingstrategy.On the basis of PetroChina Changchun Jilin Company Marketing presentsituation analysis, competitive environment analysis, marketing environment analysisand market supply and demand situation analysis,Using the key analysis, comparativeanalysis and other methods.And Analysis changchun branch current market marketingmethod,Puts forward influence changchun branch product sales factors.On the basisof research changchun branch actual situation.I provide a set of feasible marketingstrategy for changchun branch.First, this essay describes in PetroChina Changchun Jilin Company and itsbusiness of the profile, described the company’s management products, sales priceand sales channels, and analyses the company’s market status and problems it faces.Secondly on the analysis of the company’s domestic foreign product marketingenvironment, Analysis of changchun market economy and the consumption environment and changchun product competition environment and changchunproduct oil market segmentation and target market positioning. Finally, a series ofanalysis and research in front of the basis of this essay, Combined with the practicalsituation, Company should take the following measures: The first is to adopt brandmarketing strategy, In market competition, brand can bring the positive effect andreaction for enterprise, forming a huge advantage.The second is to adopt flexiblestick city pricing strategy, In marketing economy, the price regulation functiontransferred to the enterprise, it is the important weapon of the enterprise;The third isnon-oil business promotion strategy, Gas station to provide value-added service ismainly non-oil, the new benefit growth owner must depend on non-oil, gas stationnon-oil management become the main course; The fourth is the development ofvarious sales channels strategy, Retail channel is the main, wholesale and marketingfor auxiliary, expand the network construction; The fifth is high quality servicestrategy, Differentiation service could win the customer heart. At the same time toensure the effective implementation of the marketing strategy, we should, accordingto the system security, implement HSE system management, sparing no effort topromote the network construction and layout optimization and strengthen customermanagement and corporate human resources guarantee and adopt specific measures tomake PetroChina changchun jilin branch consolidation in changchun product salesmarket dominant position, for PetroChina expand product oil market, improve theretail market share and improve competition ability and the resistance risk ability,thus in the fierce competition in the market at home and abroad to occupy the leadingposition.