Research On Marketing Strategy Of CNOOC L Company

Since 2010,China’s oil and gas market has developed rapidly.With the rapid development of China’s foreign market,the pace of opening up is also accelerating.On the one hand,in addition to the original state-owned enterprises,private capital and foreign-funded enterprises vied to increase investment to enter the terminal market of petroleum products.On the other hand,the continuous progress of information technology represented by the Internet and mobile intelligent terminals,coupled with the penetration of financial capital,has led to significant changes in the business model of traditional gas stations.The in-depth integration of various industries has brought about a round of fierce competition in China’s refined oil market Development poses no small challenge.Relying on the background advantages of the central enterprises,CNOOC L company has gradually established its foothold in the market of L province through hard work.However,the number,scale,sales volume and profit of gas stations are not enough to compare with Petro China and Sinopec.Although CNOOC,Petro China and SINOPEC are both state-owned enterprises,they enter the terminal market very late and copy the marketing strategies of L provincial company of Petro China,which is obviously not in line with the market rules.The biggest problem CNOOC L company faces is that it needs to analyze the market environment and competitors’ situation scientifically and reasonably,and formulate a marketing strategy suitable for its own and sustainable development.Based on the specific situation of CNOOC L company,this paper analyzes the industry environment faced by CNOOC L company.The macro environment of enterprises is analyzed by PEST method.Michael Porter’s "Five Forces Model" is used to analyze the competitive structure of the industry.At the same time,we use other related analysis methods to analyze the internal resources and advantages of the company.Combined with the analysis of the internal and external environment of the company,the advantages and disadvantages,opportunities and threats faced by the company are analyzed by using the idea of SWOT tool.Then,the specific market environment faced by CNOOC L is analyzed in detail through STP.According to the marketing target of CNOOC L,establish the target market.Finally,through 4P marketing theory,the marketing strategy suitable for CNOOC L company is worked out.And put forward the safeguard measures of marketing strategy implementation.