Research On The Marketing Strategy Of Oil Products Of Dongguan Blue Sky Petroleum Limited Company

With the rapid development of the global economy,the role of petrochemical energy in today’s society is becoming more and more important,especially the petroleum known as "liquid gold".As the driving force of economic development,petroleum plays an important role in the stability and development of all countries in the world.In the use of all kinds of basic energy,it also ranks in the forefront and is one of the most important energy in the world today.With the continuous advancement of global economic integration and the rapid development of all walks of life,petroleum resources are widely used and can be found in all fields.At present,it has replaced coal resources to become the world’s first energy.Oil has a high economic value and a wide range of strategic uses.It has become a vital material basis for the modernization development of all countries in the world,and has a significant impact on national defense construction and international relations directly.Therefore,the competition for petroleum resources in the international community is increasingly fierce,and refined oil,as the main product after petroleum processing,also seriously affects the development of society.As the world’s second largest economy,refined oil consumption has shown a trend of continuous growth in recent years.In order to meet the development needs of today’s society,the oil industry will develop in the direction of high quality and diversification in the future.Domestic oil sales companies should supply petroleum products to meet the market demand,always pay attention to the changes of economic environment,and formulate corresponding marketing strategies according to the micro and macro marketing environment,so that enterprises can expand market share in the oil market and obtain more benefits.This paper mainly focuses on the marketing strategy of refined oil products of Dongguan Blue Sky Petroleum Co.,LTD.Firstly,the background of the research is expounded,the purpose and significance of the research are clarified,and the marketing theory and relevant academic research at home and abroad are sorted out.Secondly,it studies and analyzes the marketing status of refined oil products in Dongguan Blue Sky Petroleum Co.,LTD.,and the existing problems and causes in the marketing.Thirdly,combined with the domestic product marketing environment,this paper analyzes the macro-marketing environment and micro-marketing environment of Dongguan Blue Sky Petroleum Co.,Ltd.in depth.Finally,STP theory is used to conduct accurate market positioning from three aspects: market segmentation,target selection and market positioning.It is considered that the private gas station customers with high frequency and large number of refined oil products and the trading customers with large number are the target customer groups for the refined oil sales of Dongguan Blue Sky Petroleum Co.,LTD.,and then 4P theory is applied.Aiming at the existing problems of Dongguan Blue Sky Oil Co.,LTD.,the marketing strategy is proposed,including product,price,channel and promotion strategy.In terms of product strategy,the management of product quality should be strengthened;in terms of price strategy,flexible tiered pricing should be implemented;in terms of channel strategy,supply channels should be sorted out to reduce risks;network marketing channels should be expanded;and online promotion should be strengthened in terms of promotion strategy.Rich marketing tools.These marketing strategies can enhance the sales capacity of Dongguan Blue Sky Oil Co.,Ltd.and improve the core competitiveness of the enterprise.In addition,it is also hoped that enterprises of the same type or similar to Dongguan Blue Sky Oil Co.,Ltd.can get inspiration from this study,promote the rapid development of their own enterprises,and jointly provide high-quality energy for the society.