Marketing Management Of Direct Seles And Distribution Of Refined Oil

With the development of China’s refined oil management system reform, the marketization of refined oil sales industry is growing high. Since China’s accession into WTO, domestic oil sales enterprises have been facing the challenge from foreign oil giants, and the market competition of refined oil has been further intensified. However, influenced by the original oil management system, our product oil sales enterprises, including Sinopec and PetroChina, did not pay enough attention to the marketing of direct selling and distribution, and the management in this area is rather weak, which can not meet the fierce market competition. This paper makes an in-depth study on the marketing management of oil direct selling and distribution, discussing the measures that the oil sales enterprises can take to improve their marketing management. This will have an important theoretical and practical significance for the domestic oil sales enterprises to promote their market competitiveness, to respond to the increasingly intense market competition.Taking the marketing management of Sinopec SenMei for example, this paper analyzed the background of domestic oil sales industry, the present management situation of direct selling and distribution in Sinopec SenMei, and the problems therein as well as the reasons. Based on such analysis and study, the paper proposed7suggestions to improve the marketing management of oil direct selling and distribution:1, make a segmentation for direct selling and distribution, choose a proper target market for Sinopec SenMei according to its actual condition;2, put emphasis on marketing innovation, instill the value-added service to the oil, which is unique to Sinopec SenMei, and is inimitable by competitors in a short time, and thus gain competitive advantage;3, improve the customer relationship management (CRM) and therefore gain competitive advantage from CRM;4, standardize office environment, unify customer manager dress and enhance the brand image;5, play their own network advantages, expand the direct and distribution market;6, strengthen the construction of marketing team;7, modify the organization of direct selling and distribution, fulfill and adequate teamwork in the market competition, and promote the overall performance of the company.