Research On Oil Marketing Strategy Of Sinopec S Branch

Recently,the market of petroleum has become fiercely competitive.City S,as a leading city in the reform,is the first to bear the brunt: First,the demand for petroleum products has declined,the number of motor vehicles in Shenzhen has declined since 2016,and the government has published a number of strong policies and regulations.Within three years,buses and taxis are all being replaced by new energy substitution,and the government published many policies to encourage peoples to go out in healthy way;secondly,the oil industry is opening to the outside world,foreign brands(such as Shell and BP)can open gas station without the restriction of stock holdings,the social gas stations has been increased,too;thirdly,the sustainable development of the Internet impact traditional way of running gas station.In this context,because of the high degree of homogeneity of oil,"Marketing stratagy" has become the key to the competition in the retail market of oil.In general,this paper uses STP+4P method to analyze the internal and external environment of Sinopec S Branch,starting with the enterprise environment of Sinopec S Branch,and uses 4P marketing strategy model.,using questionnaires,in-depth interviews and other methods,then analyses the existing problems and causes of Sinopec S Branch.Segmentation of the market and formulation of the next marketing strategy mix.After evaluating the oil market of Sinopec S Branch,the next step is that the company should always focus on its core expertise,regard middle and high-end customers as its own market segments,constantly extract the core expertise and consumer needs,and combine 4P to build their own marketing strategy.Sinopec S Branch is situated in a representative business environment and the competition pattern it faces.The problems encountered in the operation of S City's oil market will soon be encountered in other cities.Therefore,the study on marketing strategy of refined oil in S city will help to provide some ideas for the formulation of marketing strategy in other cities.