| With the development of industrial technology and the implementation of macro-industrial policy,it provides necessary policy support for China's industrial development,and also promotes the structural adjustment and scientific layout of related industrial fields.And further stimulate the rapid development of oil industry,but also make this industry face new challenges.The change of competitive environment of oil market and the upgrading of products are both opportunities and challenges for private oil enterprises in China.How to win in the increasingly homogeneous market competition and how to avoid becoming the "meal" of others in the fierce competition,marketing research is very important.On this basis,under the background of the survival of the international financial crisis and the beginning of the recovery of the domestic economic environment,this paper adopts the literature method,questionnaire method and interview method,taking the marketing theory as the guidance,selects Chengdu PSY Trading Co.,Ltd.as the research object.On the basis of STP theory,the positioning and marketing strategy optimization scheme of PSY company's products,prices,channels and promotions are obtained,and the implementation guarantee of marketing strategy is further put forward.Based on the present situation of marketing strategy of Kangfu oil in Chengdu PSY Trading Co.,Ltd.,the paper concludes that the problems include: lack of features of products and services,low pricing and lack of flexibility,unreasonable choice of marketing channels and inadequate promotion.Secondly,combined with the STP theory to analyze the marketing situation and marketing environment of PSY company,the macro and micro environment and the competitive environment faced by PSY company are analyzed by PEST analysis,Porter's five-force competition model and SWOT analysis.Thirdly,based on the STP theory,the positioning of PSY company's products,prices,channels and promotions is obtained;based on the 4P theory,the marketing strategy optimization scheme is put forward from the aspects of products,prices,channels and promotions.As for the product strategy,we should perfect the product category,meet the demand of different kinds and different uses of vehicle oil,launch different capacity and packaging color products according to the market demand,provide suitable products for users according to the category of vehicles and models,carry out OEM customization according to the market and the individual needs of users,highlight the service characteristics,and attach importance to the customer experience.In terms of price strategy,we should set product price with cost orientation and market competition orientation,adopt unified delivery price strategy to agents,classify management,be flexible and flexible,sign confidentiality agreement,sign confidentiality agreement with agents and ensure the safe stock of raw materials,and control the stock of finished products.Channel strategy should try the direct selling strategy of products + services and develop the supporting market of automobile factory,and attach importance to the market of new energy vehicle.In the aspect of promotion strategy,we should strengthen the promotion activities of all kinds of media advertisements,carry out the product promotion and reward activities of one year and two seasons,hold technical seminars and skill contest activities,select brand image ambassador activities and agency store celebration activities,and sponsor sports events.Finally,from the aspects of organization,talent,resources,system and corporate culture,this paper puts forward the safeguard measures to implement the marketing strategy of PSY company's oil products. |
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