Research On The Marketing Strategy Of MS Refined Oil Retail Business

MS company is a subsidiary of Sinopec Fujian company,Main products retail business.Fujian is a big province of maritime trade,Sinopec is also an important position in strategic deployment,Other major oil companies in China also attach great importance to this market in Fujian.Once upon a time,Sinopec and PetroChina were two of the largest in the Fujian refined oil market,but with the opening of the refined oil market,More refined oil brands to enter the Fujian market,includingCNOOC,China Aviation Oil etc.,In addition,many foreign refined oil brands and private refined oil enterprises have also joined the competition.The addition of competitors has rewritten the competition pattern of Fujian's refined oil market,In a new competitive environment,MS should consider adjusting its marketing strategy to maintain its leading position in Fujian's refined oil retail market.The result of competition is survival of the fittest,Therefore,the study of marketing strategy in the context of competition is the subject of business success or failure,It has higher application value.This paper from the environment analysis,analysis of domestic refined oil retail market environment,and then focus on the oil market in Fujian MS analysis of refined oil retail business marketing environment found,including PEST analysis,competitor analysis and SWOT analysis,through the analysis of this paper that MS wants to maintain the leading position in the new competitive environment not far behind needs re positioning of products and brands,as far as possible to create a different advantage different from competitors,to build the core competitiveness through product innovation.(1)identify including government institutions and enterprises and customers,private car customers,passenger and freight customers and four large agricultural oil customer target market,to highlight the brand in the market positioning of "performance" and environmental protection "two characteristics,at the same time the brand of the product packaging,brand positioning and competition apart;(2)to strengthen the brand development of products,to create a series of strong and maintenance of high standard series,while increasing technology investment accelerate product upgrading,accelerate new product development;(3)in the channel expansion and multi channel strategy channel strategy,we expand the internal marketing channel to fill the blank area,the other party external marketing channel development and the network marketing channels,do three;(4)the promotion strategy should be considered comprehensive,so the personnel promotion,sales promotion,public relations and advertising should be taken into account To seize the opportunity,take advantage of the fact that the creation of public opinion,through public welfare undertakings and sponsorship events to enhance the corporate image;(5)the flexible price adjustment through competitive pricing,in a limited range of macro-control,looking for price advantage through preferential policy combination.This paper thinks that flexible adjustment of marketing strategy must be established in the market on the basis of fully understanding,while being able to strategically focus on long-term development,at the same time,the constant pursuit of innovation and excellence can continue to have a competitive advantage.