Research On The Business Development Strategy Of PetroChina Yunnan Zhaotong Sales Branch

With the development of the society and the progress of science,the trend of globalization is becoming more and more obvious,the enterprise has to adjust strategy to adapt to the market environment,start with a more open attitude towards the world.Although this way can make the company develop more rapidly,also increases the risk of the company crisis,especially when the international financial crisis,can cause a certain degree of impact on the domestic market.In the oil market and faced with financial crisis,the company will continue to adjust product sales,increase channel sales,lower oil prices.At the same time,relying on the company for a long time established the brand image of continuously in the field of global optimization of product sales process,broaden the sales market.Especially China's accession to the WTO,after let go of the restrictions on foreign companies,the world's major oil companies are the taper the broad market in China,began a fierce competition.At the same time,China's existing two state-owned companies: petrochina and sinopec in domestic government policy support and funding assistance,the evolving sniper for foreign companies,strive for more market share.Faced with the invasion of foreign markets,zhaotong of yunnan oil company as a major subsidiary of petrochina,we must actively adapt to the current sales situation,efforts to open the market,and to re-examine the current market,with globalization and regional cooperation,under the condition of the coexistence of competition and cooperation to develop themselves,improve their core competitiveness.As foreign oil companies poured into the domestic market has had the obvious change,petrochina and sinopec duopoly,monopoly market situation is not possible,the market will shift from the demand to supply direction and finally into the buyer's market.CPC sales zhaotong branch in yunnan,and the refined oil market share increase year by year,the rise of private oil companies strong Lin petrochemical corporation,the emergence of alternative energy sources such as gas enterprise,increase of multinational oil companies such as BP penetration strength,yunnan "twelfth five-year" plan of ten thousand yuan GDP energy consumption goal formulation,determines the yunnan refined oil market will be covered by the seller market to buyer's market.The stand or fall of a buyer's market environment,marketing management work to a certain extent determines the survival of enterprises,marketing management lag inevitably lead to the loss of market share and benefit of a sharp downturn.The CPC sales zhaotong branch of refined oil products,therefore,the innovation of the marketing management is imperative.The author on the base of literature review at home and abroad,sales enterprises,the paper discusses the development strategy of related theory including marketing theory,theory of PEST analysis,porter five models,and the theory of imperfect competition.On this basis,the focus of petrochinazhaotong branch management environment were analyzed,in an introduction to the basic situation and sales business of zhaotong branch,on the basis of focus on using the PEST theory of zhaotong branch including society,economy,technology,analyses the macro environment;At the same time analyzes the industry environment;Then use the SWOT theory SWOT analysis on the strategy of the development of zhaotong branch;And discovered the problems existing in the marketing of refined petroleum products.On this basis,the last two chapterszhaotong branch sales business development strategy is given and its corresponding guarantee measures.