Research On The Marketing Strategy Of S Company's Refined Oil In The Province

Shandong is a large province of refined oil production and consumption.The primary processing capacity of regional oil refiner in Shandong is about 1.2 million tons per year,and the proportion of refinery capacity in local refining capacity is more than 80%.In recent years,with the rapid economic development and the rapid growth of refined oil demand,especially the structural adjustment and production capacity upgrading of the regional refinery,the gas station merger and acquisition has set off a new round of climax.SINOPEC,CNPC,CNOOC and other powerful oil sales enterprises and regional sales companies have adjusted their development strategy,accelerated the construction or acquisition of gas stations.The competition among enterprises of marketing concept has transformed from price competition to brand competition,this competition will be always persisting in the "13th Five-Year plan" period,it also play a positive role in survival of fittest and improve the management level for refined oil market of Shandong province,besides,the regional refinery has faced higher requirements in sales and management.Under the "new normal" situation,the development of the S Company enterprise in Shandong has been put forward higher requirements.Therefore,how to improve the competitiveness of enterprises and create competitive advantages is an important issue for them.In this dissertation,I use the marketing strategy theory,meanwhile,in the actual writing and analysis process.Taking advantage of macroscopic environment and enterprises,we use SWOT analysis method,PEST analysis method's disadvantages,external opportunities and threats,and make qualitative analysis for enterprise's marketing strategy.According to the analysis of the current refined oil marketing situation of the S Company enterprise in Shandong province,in-depth analysis of problems in the sales process,in order to solve the problem of refined oil marketing,through the combination of empirical research and theoretical analysis,this dissertation proposed the marketing strategy to further improve the Petrochemistry Company enterprises in Shandong province.Improve refined oil marketing strategy,meanwhile,from the bigger and stronger "S company" brand strategy,the implementation of diversified product strategy,expanding the multidimensional channel strategy,implementation non oil business marketing strategy,and put forward the diversified marketing strategy system to the refined oil sales enterprise,finally give relevant suggestions for the implementation of security marketing strategy.This study will help the regional refining enterprises of Shandong province achieve sustainable development in the "13th Five-Year plan" period,improve the customer acceptance of refined oil products and related services.Improve the market share and enhance the core competitiveness of the enterprises.