Cnooc Gas Taizhou Petrochemical Company Marketing Strategy Research

With the continuance of economic Open-reform, our country’s industry of car and textile those closely related to oil industry has been going through rapid development, which put forward more demand for firms producing oil and chemicals. At the same time, seeing from the market conditions of oil and chemical industry, the demand for asphalt and lubricant is increasing. Our country has to import these products to fill this demand gap. The market occurs as soon as there is enough demand. However, the oil and chemical industry has got very slow development. Under the circumstances that the price of oil is rising and the competition is becoming fiercer and fiercer in international market, China’s companies from oil and chemical industry must transform their managerial notion. What’s more, adjustment of marketing management is a key link. This paper is mainly about a case study for a major product, asphalt, based on the reality of Taizhou Oil and Chemical Company, CNOOC.The structure of this paper is divided into six parts:chapter1introduces the background, significance, methods. Chapter2presents relevant theories about marketing management including PEST analysis, SWOT analysis, target market, and4P strategies. Chapter3describes the profile of company in view of its basic conditions.Chapter4analyses the existing problems in marketing management of company,explaining marketing advantage and disadvantage of company with SWOT. According to the company’s strategy for marketing and development, chapter5re-positions the product market and proposes the differentiation strategy. In order to implement the market strategy, chapter6make these strategy clearer by4P Combination strategy. This chapter is an important part in the whole paper, which delineates the use of4P taking the product asphalt as an example. Chapter7concludes the whole paper, the main points, limitations and some recommendations included.