The Research On Marketing Strategy Of Petroleum Trading Lao Public Company

With the in-depth development of economic globalization,Lao's economic infrastructure construction and the construction of laws and regulations have also ushered in the reform peak.Oil,as a basic energy source,plays an important role in a country's economic development.The development of Laos' oil industry started late and has been relying on imported refined oil.The oil market as a whole is passive.It's prices are greatly affected by fluctuations in international crude oil prices.The selling price of petroleum products is far higher than that of international oil prices,which is almost twice as high.It has a great impact on Laos' domestic economic development and people's livelihood.Laos urgently needs to pay attention to the safe development of the oil industry and the scientific layout of international oil marketing.The Petroleum Trading Lao Public Company is one of the few mature companies in Laos.It is the leader of private companies engaged in oil trade in Laos.It has a world pattern and is willing to take the initiative to carry out international cooperation.Therefore,this paper chooses the Petroleum Trading Lao Public Company to study its marketing strategy under the current situation of insufficient research on the marketing of oil trading companies and many loopholes and lags.Based on the current situation of the marketing strategy of the main body of The Petroleum Trading Lao Public Company and a series of marketing theories suitable for the oil industry such as integrated marketing,relationship marketing and cloud marketing,this paper analyzes its specific development strategic objectives,puts forward countermeasures and suggestions,and puts forward targeted and feasible suggestions for the formulation and implementation optimization of its marketing strategy to go abroad and to the world.The Petroleum Trading Lao Public Company has some important problems,such as poor realization of its general objectives,low proportion of sales in the main business of gas stations,poor performance in distribution management,large commercial risks,many loopholes in financial risks,and poor awareness of internal management risks.Based on the research on macro and micro environment of The Petroleum Trading Lao Public Company,it is found that the number of enterprises in the oil fuel industry in Laos has been growing,there is still room for market,and they are in an increasing stage.These enterprises mainly operate on the basis of gas stations.However,there is a big gap in the business of the industry,and the number of gas stations is not proportional to the market performance.Therefore,there is no standardized industry environment for overall marketing competition.The price of oil fuel is greatly affected by government regulations,and their main competitiveness is in marketing planning and publicity.In view of this series of risks and problems,based on 4Ps theory,this paper puts forward the product optimization concept of " making a good product mix and taking customers as the center",the marketing personnel channel optimization strategy of combining sales promotion,public publicity and direct marketing,and gradually constructs a relatively stable and deeply influential sales promotion structure,a dynamic sales promotion mode of combining advertising and sales personnel,tries oil diplomacy from the perspective of relationship marketing,promotes the company's oil price to integrate into the international market,and discusses how to ensure the implementation of the marketing strategy from the perspective of human resources and finance.