Research On The Marketing Strategy Of ZL Company

Zhonghai asphalt Limited by Share Ltd(hereinafter referred to as "ZL company "),is the holding enterprises of China petroleum refining co.LTD--the wholly owned subsidiary of "China's cnooc oil group".Under the background of the scale of the development of the industry in refining and petrochemical industry,the expansion and the update of the ZL company by device,a processing capacity of crude oil increased to 5 million tons/year,to avoid the capacity shut down the refining industry in the country to be eliminated in the consolidation.Since 2015,the country gradually deepened local independent refiners,since the management of the imported crude oil and right to use the imported crude oil price position in the face of the market environment,ZL company's resources advantage no longer exists,the original technical advantages diminishes with the process of new or modified secondary device set up in independent refineries.As a medium-sized joint-stock refinery in the transformation stage,ZL company is committed to developing into a first-class differentiated medium-sized refinery.Facing the multiple pressures of national ecological civilization construction,how to adjust the company's marketing strategy in a timely manner under the company's differentiated development strategy is of vital importance to the sustainable development of the company in the future.Using modern marketing theory,mainly 4Ps marketing theory,Brand marketing theory,Differentiation,this paper does comprehensive analysis of cnooc bitumen at this stage of marketing environment,marketing strategy,further define the advantage and disadvantages in the refining industry,accurately find the problems existing in the current marketing strategy,through the improvement and optimization of the marketing strategy implementation,combined with the ZL company's reality,puts forward marketing strategies to ensure the implementation of the suggested measures,to fully optimize the allocation of resources,foster differentiation product,enhance core competitiveness,to reshape their own advantage.