Research On PetroChina S Company's Refined Oil Marketing Strategy

With the development of economy,the refined oil market is becoming looser and looser,and the supply is surplus.Market resources are the basis for ensuring the normal operation of the market.Rich market resources have a more direct adverse impact on marketing company.For example,market risks are greatly increased,and there are loopholes in the operating mechanism of enterprises.In order to cope with the changing market,enterprises need to speed up the transformation,thus the market competition is becoming more and more intense,so it becomes the goal to improve the market competitiveness for enterprises.The establishment of two major petroleum groups in China,named PetroChina and Sinopec,is also to comply with the requirements of the market economy.After China joinin the WTO,foreign enterprises have established a certain brand advantage and quickly entered the Chinese market because their management is superior to our team management and has rich management experience.At present,the market situation of China’s refined oil products is the main body of the two major oil groups,social enterprises and foreign multinational oil companies coexist.In recent years,the retail market layout has come to an end,the retail market is saturated,the competition cost increases.The domestic refining capacity in recent years is also increasing,the situation of refined oil resources is constantly changing,the refined oil market is facing the situation that supply exceeds demand.Enterprises want to enhance competitiveness and occupy a larger product market,we must make some innovation,oil companies to start a new market entry point,seize the first opportunity.Against this background,the direct distribution market is favored by many enterprises because of its low investment cost,large profit space and high loyalty.With the change of managers’ thoughts,the direct distribution market is becoming more and more intense.Through the above analysis of the oil products marketing market,it is not difficult to find all aspects of problems,which requires managers to combine the market situation,targeted development strategy,and strive to occupy a place in the market.This paper analyzes the background of the product oil marketing market,expounds the significance of this study,and then,analyzes the external and internal environment that the company should deal with,combining with S Company.In order to have a comprehensive understanding of the situation of the enterprise,through multi-angle analysis,i using SWOT analysis method to analyze the opportunities,threats,advantages and disadvanced that S company faced then summed up the company’s marketing operation during the deficiencies.In view of this problem,the author put forward personal views,aimed at solving the problem of S company,while solving the problem,there are innovations,such as with the help of the development of the network to promote.Through the corresponding strategy,we hope to increase the market share of the enterprise,enhance the market share,enhance the market anti-risk ability,and then ensure the rapid and steady development of the company’s marketing work,and realize the development goal as soon as possible.Realize the profit maximization of the enterprise,strive for higher market rate of return.