| At present,the refined oil has a very close relationship with the national economy and national security.It is a special commodity which has the dual nature of common energy consumption goods and scarce strategic energy resources.This year,China has become the world’s largest oil importer and consumer countries,China’s dependence on foreign crude oil continues to remain high.Under the background of the new normal economy,China’s economic development has entered a new period,showing a new economic situation and new development law.The optimization and optimization of power system,the growth of economic structure,the national economy is entering a new era,the rapid and stable development and gradually shift to the new economic situation,coupled with the trend of globalization China further strengthened,especially after joining the WTO China for Chinese market more open,foreign Chinese landing market,therefore,China oil sales enterprises are facing enormous challenges of economic restructuring and the new normal,institutional transformation,more open market,the enterprise itself had the inherent system and so on,resulting in domestic oil sales are facing enormous challenges and pressures,which have to study the new marketing strategy and the development of the new strategic planning.Based on this,this paper based on the theories of marketing strategy,analysis of the oil group in refined oil marketing environment,through the oil in the internal and external competitive environment analysis and competition under the conditions of the situation analysis,to evaluate the internal and external environment,can provide support for the competitive challenges and opportunities to put forward the marketing of oil product the oil market.Under this premise,the key to the oil marketing companies in Henan as an example,the market research data,combined with the analysis of the current situation of CNPC Henan marketing company marketing,in-depth analysis of the refined oil sales process,in order to solve the problem of oil product marketing in Henan oil marketing company existing as the goal,through the combination of empirical study and theory analysis,SWOT analysis and STP based on the existing oil marketing companies in Henan oil sales in the opportunities and threats,strengths and weaknesses,formulate marketing strategy based on S-W method and O-T method based on the marketing strategy for target market,market positioning,put forward to further improve the marketing strategy of CNPC Henan marketing company.Based on above research,put forward and make the oil perfect oil marketing strategy system,and from the enterprise brand strategy,product strategy,price strategy,channel strategy,service strategy,network marketing strategy,"oil card run" the integration of marketing strategy and other aspects,and put forward a system of diversified marketing strategy to further the improvement in oil product sales,finally puts forward relevant suggestions for the implementation of security marketing strategy.This study will help in the future "13th Five-Year" plan to strengthen the domestic refined oil sales enterprises to achieve sustainable development,improve the refined oil products and related services to customer acceptance,improve market share in the enterprise,to enhance the core competitiveness of enterprises. |
