Research On The Marketing Strategy Of CNOOC Tianjin Company

Refined oil is processed from crude oil refining,the main products are gasoline,diesel and kerosene.Refined oil is the main source of fuel for vehicles,ships,aircraft,etc.In recent years,with the adjustment of domestic energy structure and the emergence of new energy,the growth rate of refined oil consumption has slowed.With the import right of crude oil and the right to use crude oil gradually opening to local refineries,and the increasing production capacity of domestic refined oil products,the relationship between supply and demand in the refined oil market has changed.The domestic refined oil market has gradually turned to oversupply from supply shortages.In this market background,the competition in the refined oil market is becoming increasingly fierce,and all oil companies must take effective competition measures in time to avoid being eliminated by the market.CNOOC Sales Tianjin Co.,Ltd.,as a central enterprise,despite its many advantages,still needs to analyze in depth from the perspective of the company itself and develops a competitive strategy suitable for the situation of the domestic refined oil industry in order to survive and develop in the fierce market competition,due to the gradual transformation and development of the national economic situation and policies,and the increasingly fierce market competition in the refined oil industry.This paper takes CNOOC Sales Tianjin Co.,Ltd.as the research object to study the company's marketing strategy.Firstly,the company's external marketing environment and the competitive environment are used as the entry point to analyze the company's overall marketing environment.Secondly,the SWOT analysis method is used to analyze the advantages,disadvantages,opportunities and threats in the business process of Tianjin Company.Research shows that Tianjin Company has obvious advantages in terms of resource supply,capital capacity and brand credibility.At the same time,in the increasingly competitive market environment of the refined oil industry,Tianjin Company also exposes a series of business problems such as single sales products,small fuel tank distribution radius,less retail outlets at gas stations,and inflexible pricing system.Finally,in view of various business problems of Tianjin Company and combining with the domestic refined oil market situation,we discuss in-depth on the marketing strategy of CNOOC Sales Tianjin Company,such as increasing the marketing of gasoline products,optimizing the retail network layout,establishing a flexible pricing mechanism,and improving the marketing evaluation incentive mechanism,carrying out strategies such as export of oil products wholesale business,and formulate specific implementation plans and safeguard measures according to marketing strategies.With the increasing marketization of China's refined oil industry and the increasingly fierce competition among enterprises in the industry,only by continuously conducting market analysis and self-analysis,and developing a competitive strategy suitable for its own enterprises,CNOOC Tianjin can truly enhance its market competitiveness and become invincible in market competition.