Research On The Marketing Strategy Of Petroleum Coke Products Of PetroChina JX Company

According to the data for 2018,China’s petroleum coke production reached 39.82 million tons,accounting for more than 90 percent of the designed capacity.In addition,China imported 8.15 million tons of various petroleum coke,up 7.32 percent year-on-year.In the domestic market all sales,with a huge market size and development potential.The 48 million tons still cannot meet the domestic market demand,the gap is estimated at more than 2 million tons.But what contradicts the booming market is the low market positioning of petroleum coke and the lack of marketing management.Due to the influence of the traditional planned economy management mode,the management and sales of petroleum coke and asphalt,as products with relatively low added value in petroleum smelting,cannot be compared with aviation kerosene,gasoline and diesel.Despite the enormous quantity and total output value,the sales and quality of petroleum coke are still not valued.The petroleum coke product sales of China’s petrochemical enterprises are basically in a disordered state,without a special marketing team,corresponding marketing strategies and plans,and the overall standard petroleum coke market is also extremely non-standard.The sharp contradiction between the market environment with increasing demand and the disordered management seriously affects the market development of petroleum coke and a series of other chemical products.Taking petroleum coke products of PetroChina JX company as the research object,this paper discusses the marketing strategy of petroleum coke products of PetroChina JX company by using marketing theories and SWOT analysis method,and has completed the following work:Firstly,the internal and external marketing environment of petroleum coke product marketing of PetroChina JX company is analyzed by using PEST and five power analysis methods.On this basis,SWOT analysis is carried out to obtain the marketing development strategy of corresponding advantages and opportunities.Secondly,combined with market segmentation and target market positioning,a new 4P marketing mix strategy is developed,including:product should be processed in transit according to the needs of blending;The basic strategy of pricing is to give preferential treatment to key customers.Channel to flat direct marketing,focusing on key customer marketing;Promotion should take various forms.Finally,in order to guarantee the marketing mix strategy designed to achieve the established marketing goal,from the aspects of organization,such as people,money and technology gives the corresponding security measures,including marketing organization structure change,relying on financial advantage strategy optimization,strengthening the professional marketing team human resources support,comprehensive information system technical support,etc.The above work has certain help and reference significance for Chinese petrochemical enterprises to deepen the system reform,carry out the domestic and foreign market competition,and establish the real market-oriented product service enterprises.