Research On The Marketing Strategy Of Retail Customers In The Refined Oil Market Of PetroChina Y Province

The third plenary session of the 18 th CPC central committee clearly put forward that "the market plays a decisive role in the allocation of resources".The reform will break down industry barriers,state-owned enterprises and private enterprises will participate in market competition more equally,and the refined oil market will be more open.As the country’s economic structure adjustment,refined oil demand growth slowed,the consumption structure of "inflection point",consumption of refined oil from rapid growth gradually entered a stage of rapid growth of gasoline,diesel oil tend to be stable,the market decided to price administration mechanism is gradually perfect,refined petroleum products sales business micro patent trend is accelerating.China,cnooc,sinochem,foreign oil companies,local refineries,strong local private oil companies to enter the refined oil retail market,extend the shell,sinochem total,China’s cnooc brand influence is expanding,the private enterprise management level are also rising,of all kinds enterprise cooperation pattern adjustment,in the situation of both retail oil market would-be are forming.Based on the fully draw lessons from 4 p marketing theory,customer relationship management theory,theory of PEST,porter five model theory,STP strategy analysis and other related marketing and management theory,on the basis of detailed analysis of China’s oil province company Y refined oil market environment and the status quo of retail business faces,by the methods of literature study and questionnaire,the Y province company refined oil retail customers to carry out the investigation and study,find Y province company achievements and problems in the retail customer marketing Y the provincial company refined oil retail customers in product,price,channel,promotion four aspects of marketing promotion improvement strategy,And in the deepening of the reform of enterprise system and mechanism,improve the new system of retail marketing management,strengthen the construction of enterprise culture brand,improve the enterprise modern information management of the four implementation measures.This paper hope through to the provincial company Y refined oil retail customersexploration research,can transform China’s refined oil province Y company operator management and marketing idea,make it realize under the trend of product homogeneity,must pay more attention to the customer and service,through the pattern differentiation marketing,branding services,to meet customer demand,realize the value of customers,won the trust of customers,seeking competitive advantage,to improve market share,the purpose of enhancing core competitiveness of market.