The Research On The Retail Strategy Of Beijing Marketing Company Of Petro China

As the sole refined fuel sales company of PetroChina in Beijing market,Beijing Marketing Company of PetroChina has been committed to refined fuel retail business.It is of great significance for the company on exploring effective and rational strategies to keep growth of retail business under the restriction of objective conditions,which is also valuable for the other enterprises which are inferior in the field of refined fuel products sales.In line with this purpose,drawing lessons from the successful experience of the same industry at home and abroad,it is analyzed in this thesis on the basis of the theory of 4 p Marketing Strategy of current retail strategy on refined fuel retail business on Beijing Marketing Company of PetroChina in Beijing’s in Beijing market,exploring the exsiting problems on its products,pricing,place and promotion.It is also analyzed the operating environment of the company with Michael Porter’s Five Forces Model,identifying the reasons why the company is at a disadvantage in Beijing market.On this basis,it provides the countermeasures on the company’s retail strategies from four aspects,respectively strategies on its products,pricing,place and promotion under the guidance of relative marketing theories and the status quo of the company,providing the operational guarantees on the affirmative implemetation of the new strategy to promote market competitiveness of the company.