Research On Marketing Strategy Of XY Product Oil Sales Company

XY Petroleum Company is a subsidiary of the State owned Assets Supervision and Administration Commission in the sales sector of XX’s refined oil products,with its main business being the sales of refined oil products.As an independent operating enterprise under the State owned Assets Supervision and Administration Commission,XY Petroleum Company has become the second largest sales enterprise in a certain city’s refined oil market over the past 20 years of development,relying on state-owned resources and network layout.Although ranking second in the industry for many years,due to the rapid advancement of marketization in the refined oil industry,the entry threshold has been repeatedly lowered,and capital from various channels has begun to flow in;The oil price mechanism is constantly improving and adjusting,making price advantage the strongest weapon in the hands of competitors;At the same time,Sinopec,PetroChina,and others have accelerated their network layout in the region,and local social and private gas stations have also gathered to enhance their image and become an important competitive force.Therefore,the company has experienced unprecedented operational pressure in recent years.Although XY Petroleum Company’s sales share in the regional market has steadily increased,the gap with competitors is narrowing,and problems in the development of marketing activities are gradually becoming apparent.Based on the above background,this thesis starts with the retail market of refined oil in a certain city,and puts forward two major problems of the company in view of the current marketing strategy of the company.First,the market segmentation is insufficient,the target market is difficult to adjust,and the market positioning is out of line with the former two;The second is the problems and shortcomings in four aspects:product,price,channel,and promotion,which may affect the future development of the enterprise.Then,through internal interviews,questionnaires and combining with the current marketing situation,we found the reasons for the problems,and further used the theoretical knowledge related to STP and 4P marketing management to explain the solutions and optimization measures of the problems one by one,and combined with some valuable clues and information collected from field research,we integrated and improved from the perspective of internal support measures,So that the final argument of this article can adapt to the current situation of the company.Through a series of measures,XY Petroleum Company can find targeted measures to solve two major problems.The application process of measures should pay attention to changes in the market environment and the response measures of competitors,adjust prices,channels,and promotion strategies in a timely manner,and flexibly respond.The environment where XY Petroleum Company is located has many similarities with many finished oil sales enterprises both inside and outside the province.Therefore,the problems and suggestions proposed for XY Petroleum Company have feasibility value for many similar enterprises.