Research On Refined Oil Marketing Strategy

Oil is the essential "black blood" to drive a country’s economic growth and plays an important role in the development of national economy.In 2019,China’s oil consumption remained the second largest in the world,refined oil is becoming more and more important in people’s life.Since 2018,degree of marketization of the national refined oil policy has been accelerated,international crude oil has fluctuated violently,large-scale domestic refining and chemical integration projects have been put into operation one after another,phenomenon of oversupply of refined oil products has become more serious,market has diversified,price war between enterprises in the industry is unceasing,level of profitability of enterprises is greatly reduced,and competition is increasingly fierce.Therefore,the study of refined oil marketing strategy under the new situation has become an urgent issue need to be explored.This paper adopts case analysis method,interviewing method,takes S company as the research object,applies the marketing strategy theory,via deep interview of middle and high level management of S company,carries on a research.This paper deeply analyzes the present marketing situation of S company and finds out the existing problems in its marketing strategy.The paper points out that S company has single marketing product,high degree of product homogeneity,improper wholesale pricing,implementation issue of retail promotion plan,low utilization of marketing management system and etc.finalized to a deep analysis to the causes.This paper uses PEST and SWOT method to analyze the internal and external influence of S company’s marketing strategy.The paper believes S company should improve the following marketing strategy,Positioning “ Sinochem Spring Power " instead of the current “national fourth largest oil company" market image.subdivide market by products,including gasoline,diesel and kerosene,and improve enterprise’s competitiveness by taking the below strategies.Product strategy,S company should increase the types of aviation kerosene product sales;cooperate with professional universities or research institutions to develop new products with high burn resistance and strong power.Pricing strategy,create price difference between east region and others regions in Shandong.Channel strategy,expand the scale of gas station retail network,widen the wholesale channel--strengthen the strategic cooperation with big brand enterprises.Promotion strategy,the apply of "Internet + " sales promotion means,a wide range of influence,in line with the current consumption concept,the effect will be more flexible than traditional sales promotion.The difficulties faced by the industry are universal,the paper and its research conclusions will provide strong reference for the same type of enterprises.