Research On Marketing Strategy Of Refined Oil Products Retail In PetroChina Hainan Marketing Company

In recent years,with the rapid growth in consumption level,car ownership and regional economy,the demand for refined oil products has shown steady growth.The demand for refined oil retail market has further been released,which has brought good opportunities for the development of refined oil product sales enterprises.However,against the backdrop of the continuous liberalization of the domestic refined oil market,the retail market of refined oil products is highly competitive with the industry,with private-owned,foreign-funded and state-owned refined oil products enterprises having multiple competitions.In Hainan,sales of refined oil retail market are mainly PetroChina,Sinopec,private enterprises,of which Sinopec accounted for over 70%of the market share of absolute advantage.PetroChina’s late entry into the Hainan market will have enormous potential for development and room for improvement.By studying a marketing strategy that is suitable for its own reality and scientifically effective,PetroChina will be able to grasp the opportunities for development and enhance its market competitiveness in the fierce market competition.In this paper,the literature research,interviews,questionnaires and comparative analysis and other methods to PetroChina Hainan Sales Co.,Ltd.as the research object,to explore the refined oil retail marketing strategy.First of all,it briefly introduces the basic situation of the company and the current situation and problems of retail marketing.Then,through the analysis of internal,external and competitive environment,it finds out the opportunities and threats it faces and identifies the advantages and disadvantages.Finally,based on SWOT analysis and combined with differentiated and meticulous management ideas,the marketing strategy is designed from aspects of product,price,channel,promotion and service.Under the background of the rapid development of Internet technology,Through the promotion of meticulous management,vigorously develop the network construction,improve the level of information technology,pay attention to the construction of qualified personnel measures for the company’s rapid development of retail business to provide useful exploration and research.