Research On The Marketing Strategy Of Z Corporation Diesel Oil Products

With the development of economy,China's demand for energy is increasing."Rich in coal,poor in oil,lack in gas resources",coal accounts for energy production structure in China accounted for more than 70%.In recent years,China's dependence on foreign oil rose sharply in 2016 has reached 65%,oil production has become increasingly acute contradictions,rely on oil imports or can not meet the development needs.To promote the industrialization of coal oil,coal field into oil field,open up new channels for the production of liquid energy,to protect national energy security is of great significance.Z company as a new force in the oil industry,and Z company is located in the northwest of China,far away from the East China,Southern China and other target consumer market,transportation costs are too high,the brand effect is relatively weak.Therefore,how to stand out from the fierce competition in the market of refined oil products,and establish their own brand characteristics,so as to improve the competitiveness of Z diesel products in the market will be the focus of this paper,This paper uses the PEST model,Potter Porter Model,4P model,the macro environment of Z company,the industry competitive environment are analyzed,and the characteristics of products,the enterprises producing coal diesel,analyzed the advantages and disadvantages,starting from the perspective of long-term development of enterprises,proposed to build coal diesel products Z has the characteristics of the company's marketing strategy,in order to smooth the output of new products on the market in the occasion,to meet customer demand,for the enterprise to create value,has a certain market share and influence in the fierce competition in the market.