Petrochina Liaohe Petrochemical Company Petroleum Asphalt Product Development And Marketing Program

As an integrated refinery,Petrochina Liaohe Petrochemical Company is unique in the processing of heavy and extra heavy oil.Petrochina Liaohe Petrochemical Company takes advantage of oil resources and the formation of many years of heavy crude oil processing technology,which make its asphalt products to account for most of the market in eastern China.With the opening of domestic markets and the increasing of domestic investment in infrastructure gradually,international oil companies have brought high-end asphalt products t into the Chinese market and other domestic oil companies have also produced asphalt products,asphalt products of Petrochina Liaohe Petrochemical Company is facing full competition.The consulting project is on the base of the understanding of the oil and asphalt products state and the forecasting.By the interviews of Petrochina Liaohe Petrochemical Company leaders and department heads to obtain key information,as well as the survey to internal staff to obtain various types of data analysis and control the awareness of market for the asphalt products of Petrochina Liaohe Petrochemical Company,analysis the market prospects of new asphalt products and expected technical requirements.The data is collected by personal interviews,questionnaires and relevant information during the exploratory study.The consulting project gives a few suggestions.Take the heavy traffic road asphalt products and modified asphalt products as a special product development direction.Increase productivity to expand market share.Developing high-end products to account for high-end asphalt market and maintaining a rich product chain,which will help to maintain brand recognition and extensive marketing.In improving the allocation of internal resources,the construction of marketing network should be to speed up in the country.And the investment in human resources should be increased.If improvement recommendations could be carried out,Petrochina Liaohe Petrochemical Company will go directly to profit growth both in the following aspects.First,the expansion of the heavy traffic road asphalt production capacity will bring an increase of road asphalt 100 tons / year.Enterprises can increase gross profit 890 million yuan each year.Second,the development of the modified asphalt product to highlight the three species will bring the annual gross profit of up to 139.5 million yuan.