PetroChina Northwest Sales Company Refined Oil Retail Marketing Strategy Optimization

As the most widely used energy in cargo transportation,refined oil is an essential strategic resource for world countries.For decades,it maintains the stable operation of national sea,land,and air transportation.Given economic opening-up and transformation,China’s refined oil market has witnessed unprecedented competition among state-owned enterprises(SOEs),foreign enterprises,and private companies.State-owned refined oil enterprises are predominantly represented by Petro China and Sinopec,whereas foreign enterprises consist of brands like Shell and Exxon Mobil,and private companies specialized in geo-refining.This paper studies the marketing strategies of Petro China Northwest,which is the principal sales and distribution headquarter of petrol products across China’s five northwestern provinces for Petro China.After 20 years of reform and opening-up,China’s economy has made stunning progress and emerged as a world trade leader.The openness of the market means that domestic enterprises are confronted with tremendous competition from foreign enterprises,which is especially the case for Petro China.How to maintain its advantage amid fierce competition deserves both research attention and urgency.This paper takes Petro China Northwest as the research object and analyzes the optimization of its marketing strategies.To achieve theoretical significance,the research adopts market analysis,survey,and comparative analysis.This paper begins with relevant concepts and theories to describe the general situation and marketing status of Petro China’s Northwestern branch.Via questionnaire survey,the research identified the problems laden in the marketing process.To address the problems,the researcher adopts PEST analysis model,Porter’s five forces competition theory,SWOT analysis and other theoretical tools to analyze relevant marketing situations.Based on the 7P marketing theory and the three approaches of differentiation,standardization,and refinement,this paper scientifically optimizes the refined oil marketing strategy for Petro China’s Northwestern branch in terms of product,price,channel,promotion,personnel,tangible display,and process management.In conclusion,now is high time for Petro China’s Northwestern branch to increase its competitiveness via scientific strategy-making and systematic development that conforms to its status and prospectus.