Marketing Strategy Research On NK Oil Company’s Refined Oil

With gradually open market for refined oil,the refined oil resources become more and more relaxed.A tendency of oversupply in the market showed up.Abundant resources directly cause that refined oil sellers are faced with huge pressure from intensified market risks as well as the transformation of systems and mechanisms.Enterprises are facing the primary goal of enhancing competitiveness to survive and develop as market competitiveness is becoming the major environment for future enterprises.The article firstly introduced NK Oil Company and its current marketing status,analyzing issues in sales management and conducting cause analysis combined with marketing problems.Secondly,it analyzes internal and external environment of the company and summarizes advantages,disadvantages,opportunities and threats for the development of the company through SWOT analysis method.Thirdly,combining with various marketing strategies,it develops marketing strategy from four aspects of products,prices,channels and promotion based on the actual situation of the company.Finally,in order to guarantee the effective implement of marketing strategy,NK Oil Company adopts five specific measures including improving marketing management system,strictly implementing HSE management system,building modern marketing team,perfecting performance evaluation mechanism and accelerating information construction which can help to ensure the dominant position of NK Oil Company in refined oil market in Heilongjiang Reclamation,and to expand its market shares,increase the retail market share and enhance the company’s competitiveness and risk-resisting ability.Above measures are expected to promote the sound development of the company’s marketing and achieve the fixed goal in the coming 5 years and finally realize the long-term goal of maximum sales profits,market shares and investment returns.The research of this article will not only solve problems in NK Oil Company’s refined oil marketing but also enhance operation level of the company and raise its comprehensive competitiveness,what’s more,it is also a good reference for other refined oi selling enterprises.