Research On Precision Marketing Strategy Of Product Oil Market Of ZBZW Oil Company

On February 18,2016,the National Energy Administration held a leading group meeting to comprehensively deepen the reform,deliberated and adopted the key points for the system reform of the National Energy Administration in 2016,stressed that the mode of energy development should change from extensive development to improving quality and efficiency,and solve the constraints of overcapacity of traditional energy and the bottleneck of renewable energy development under the new normal The overall operating efficiency of the energy system is not high,which is a prominent problem.We must innovate the energy system and mechanism and vigorously promote the structural reform of the energy supply side.However,the outbreak of COVID-19 in late 2019 caused great damage to the global industrial chain,supply chain and trade chain,which caused the breakage of large manufacturing supply chain and the growth of short-term unemployment.At present,no effective prevention and control measures have been formulated worldwide,and the pressure of global economic recovery is great,which poses a heavy pressure on medium and long-term oil demand.Therefore,in the face of the dual impact of the global epidemic and supply side reform,for refined oil enterprises,how to implement effective precision marketing strategy is of great practical significance for realizing the sustainable development and lasting profits of the company,especially for private enterprises,which have certain disadvantages compared with state-owned enterprises in terms of financial strength and government support,How to implement precision marketing strategy is an important problem that needs to be solved urgently.Based on this,this paper selects ZBZW oil company,a private enterprise,as the research object,summarizes the relevant literature on refined oil and precision marketing at home and abroad,clarifies the research ideas of this paper,and takes STP marketing theory,customer relationship theory,4P theory,4C theory,etc.as the theoretical basis of this paper.After that,this paper further discussed the implementation status of the existing precision marketing strategy of ZBZW oil company,mainly focusing on five aspects:precision market strategy,precision product strategy,precision price strategy,precision promotion strategy and precision channel strategy,and further discussed the main problems existing in the implementation of the current precision marketing strategy based on the questionnaire data,such as the inflexible product pricing mechanism Single means of promotion and weak ability to maintain customer relations.In order to better formulate the refined oil precise marketing strategy of ZBZW oil company,this paper further analyzes the macro environment and industry environment faced by ZBZW oil company during the implementation of refined oil market precise marketing based on PEST analysis method and Porter’s five forces model.While it is determined that the macro environment and industry competition environment faced by ZBZW oil company during the implementation of refined oil market precise marketing are good,It also points out the possible threats,thus laying a good foundation for the selection and optimization of refined oil market precision marketing of ZBZW oil company.Based on the above analysis,according to the development vision and objectives of the enterprise,and based on STP theory and 4P theory,this paper believes that it is appropriate for ZBZW oil company to finally choose the combination strategy of precision market strategy,precision product strategy,precision price strategy and precision promotion strategy,and puts forward optimization schemes for the four levels of appeal.Finally,in order to promote the better implementation of refined oil precision marketing strategy of ZBZW oil company,this paper further puts forward corresponding guarantee measures from three levels: talent guarantee,information guarantee and organization guarantee.