Marketing Strategy Research Of Coal To Oil Marketing Channel As Core

Gasoline in our country, more and more become a kind of important consumer goods, at the same time for the country is also a kind of special strategic materials. And gasoline consumption in recent years, continuously increased significantly and the international crude oil keeps a high price for a long time, promote our country carried out a series aimed at using coal replacing oil technology research and demonstration project(namely coal to oil project), to alleviate the pressure of the country’s crude oil imports, to ensure that our country modernization needed for the long-term and reliable energy supply. As a member of the coal to oil enterprise,TianXi coal to oil company will have a widely development perspective, at the same time also will face the new form of gasoline sales competition environment. Therefore, under the background of domestic gasoline sales increased competition, undoubtedly it has a very important theoretical and practical significance that is worth studying that how the coal to oil enterprise makes one’s own marketing tactics better.The thesis commences with the environment of the readymade oil market of Jincheng.It analyzes the macro-environment and competitive environment of the company with PEST analysis and Porter’s Forces Models,and then depth study of TianXi coal to oil company’s own operating conditions and Jincheng readymade oil regional market, analyzed the coal to oil company’s own strengths, weaknesses and its expansion strategies for implementation of the above channel strategy as the core of risk and the corresponding countermeasures. Based on the above analysis, the author puts forward the coal to oil companies should take the channel strategy as the core of a series of marketing tactics, including break the Sinopec and CNPC two groups in jincheng area of terminal retail monopoly, Using the current coal prices low to implement low cost strategy, vigorously develop the local market.To the clean environmental protection of the coal gas characteristics to promote their own gasoline brand. To strengthen the company’s own internal marketing incentive mechanism. Gradually develop surrounding areas market sales channel, etc. In this paper, on the one hand to TianXi coal to oil company in the coal to readymade oil sales market development play a role in promoting, on the other hand can also for other domestic coal to oil enterprise product sales have guiding significance and a certain value of reference.