Optimization Of Retail Marketing Strategy For SINOPEC’s Guangdong Petroleum Branch

Along with the tariff reduction of China’s refined oil products,market access conditions have been relaxed,the foreign enterprises,mainly the European and American Petroleum Petrochemical Industries Corporations have snatched Chinese mainland market share,and gradually formed a diversified market pattern dominated by state-owned oil companies,but foreign big oil companies and domestic private enterprises are actively involved in.The market competition is more intense.This paper takes retail marketing strategy of Sinopec Guangdong Petroleum Branch as a case study.The main structure of this article is divided into six parts.The first part is the introduction,which explains the background,purpose and significance of the research.The second part is the literature review,which summarizes the basic concepts,related research results and analysis tools used in this paper.In the third part,by describing the current situation of Guangdong Petroleum Company,the problems in the current marketing strategy and implementation tactic of Guangdong Petroleum Company are put forward.The fourth part summarizes the advantages and disadvantages of Guangdong Petroleum Branch through the analysis of the company’s environment 、the current situation of sales industry and SWOT,so as to provide a basis for the company’s strategy choice.The fifth part carries on the market segmentation,select the target market and market positioning of Guangdong Petroleum Branch,so as to select product oil marketing strategy suitable for it to participate in market competition,puts forward specific marketing strategy.The last sixth part is conclusions and prospects,which is mainly for the overall review of this paper and the inspiration from it.Meanwhile,it also points out the limitations of this paper and the problems that should be paid attention to in the future.The main conclusion of this paper is that,in order to obtain the competitive advantage of the Guangdong finished oil market,Guangdong petroleum branch should firmly establish the consciousness of "the market is the battlefield",actively participate in the market competition,continue to optimize the business tactic,and integrate differentiation strategy by combining the different market,consumption and habits.