Study On Marketing Channel Optimization Of Refined Oil Market Of Sinopec A Company

Occupying an important position in the development of the oil industry in China, petroleum industry is the main supporter of China’s infrastructure and energy. As one of the main suppliers of domestic refined oil market, Sinopec plays an important role in the Chinese finished oil market. After joining WTO, the domestic refined oil market gradually opening up, and with the development of the rapid rise in the amount of car ownership and the logistics industry, the rapid expansion of market capacity. And a lot of infrastructure and major projects continue to be launched, but also greatly stimulated the demand for diesel. The oil market has experienced ten years of rapid expansion, the current tends to saturation. Automobile limited number limit policy has introduced, excess domestic processing capacity of crude oil, refined oil supply and demand has been reversed. Sinopec is facing with the central enterprises and transnational oil giant fierce competition and challenge. In 2014, international oil prices fell cliff style, domestic labor costs rose sharply, the finished oil sales into the "low profit era". Sinopec oil marketing Duocuobingju, in addition to its terminal advantage, but also to cultivating other channels, in order to seize the initiative.Using case analysis to A company, this paper analyzed Sinopec refined oil market marketing present situation with the SWOT analysis, analysis of the A company’s existing four kinds of oil sales channels, and each channel is analyzed according to the market segmentation. Based on the analysis and comparison of the efficiency of the channel, the presence of A branch of Sinopec oil products marketing channel problems. Through the induction and the summary, proposes the goal and method of channel optimization, make the A company’s channel system to meet the service demand at a lower cost, expand sales channels, improve profit margins.