Research On Marketing Strategy Of Refined Oil Of Tianjin Port Group

The development of ports is one of the most powerful engines of China's economy and transportation development.With the growing of national economy,ports development plays a significant role.Port industry,which combines tangible goods and intangible service,makes remarkable contribution to China's economy.Due to the improvement of people's living standards and the people's living standards and increasing demand for transportation,the needs of energy sources like refined oil in transportation industry is continuously expanding.As a pivotal port of Beijing-Tianjin-Hebei region,Tianjin Ports is constantly expanding the market and attract the clients on the basis of perfecting software and hardware facilities of refined oil.Among fierce competition,it has become a problem for port enterprises how to improve refined oil marketing by taking full of their advantages.Firstly,by consulting reference and network information,this thesis adopts literature analysis and logical reasoning method to elaborate and conclude the concepts of refined oil,port marketing and refined oil marketing.This thesis is based three marketing theories:4P?4C and 4R,which lays theoretical basis for further strategic analysis.Then,through discussing the profile of Tianjin Port and the status quo of refined oil in Tianjin Port and by analyzing marketing environment in Tianjin Port through PEST,this thesis points out the existing problems of refined oil in Tianjin Port via SWOT analysis,including competitive strength,competitive weakness,development opportunities and threats.Finally,according to STP marketing strategies,this thesis confirms the range of marketing clients by analyzing market segmentation,selection and positioning.Based on the analysis of 4P,4C and 4R marketing strategies,the author chooses the 4R marketing strategy to construct the marketing framework,formulate the marketing strategy and prospect the development direction of refined oil products in Tianjin Port.Compared with the competitive ports,it is concluded that the marketing level of refined oil products in Tianjin Port should be improved by using marketing strategies such as association,relationship,response and return,improving service quality,developing port function,changing price strategy,meeting customer demand,maintaining customer relationship and win-win cooperation.China has become the second largest economy in the world and its economic influence has attracted worldwide attention.The activity degree of Chinese port in the world port group also increases with economic strength.Along with national policy to promote the development of economy,and driven by the coordinated development of "Beijing-tianjin-hebei","One Belt And One Road" initiate,this thesis provides new ideas and methods to enhance refined oil marketing,expand market share,increase oil throughput,increase profits in Tianjin Port,which is useful for the long-term development of Tianjin Port.