Analysis Of Marketing Strategies Of Oil Enterprises Under Retail Price War-a Case Study Of CNOOC North China Sales Tangshan Branch

It is reported that global transnational investment declined by 19% in 2018,while China was growing against the trend,all of which benefited from the continuous entry of foreign capital.According to the statistics of the Ministry of Commerce,in 2018,the number of newly established foreign-funded enterprises in China increased by 69.8%,reaching 60,000,and the actual use of foreign capital increased by 3%,amounting to nearly 135 billion US dollars.With the opening of China’s oil product retail market to foreign-funded enterprises,China’s oil product sales enterprises will face the challenge of high-quality service of foreign-funded gas stations.The competition in China’s oil product retail market will become more intense,and it will also promote the further marketization of oil product prices.The price war will gradually start,and the competition in the superior market of finished products will be new.The pattern.As a municipal sales enterprise under CNOOC,CNOOC North China Sales Tangshan Branch is facing not only the competition of Sinopec,Petro China and other leading enterprises in its jurisdiction,but also the challenge of price competition of many local private enterprises as followers of new market entry.Under the new situation of supply-side reform,gradual liberalization of the market for finished products,continuous entry of foreign capital,seizure of market share by Sinopec’s main business units,and the market situation and business environment in which private enterprises strive to survive,in order to maintain the steady growth of the volume of oil products and economic benefits,CNOOC North China Sales Tangshan Branch needs system.Set up a set of practical marketing strategies.Based on the basic theory and analysis method of marketing strategy,this paper takes CNOOC North China Sales Tangshan Branch as the research object,and explores the marketing mix strategy of CNOOC North China Sales Tangshan Branch.Firstly,the paper introduces the marketing situation and existing problems of CNOOC North China Sales Tangshan Branch;secondly,it analyses the marketing environment of CNOOC North China Sales Tangshan Branch’s finished oil market from macro and micro environment,and concludes the opportunities,threats,advantages and disadvantages of the company’s development;thirdly,it applies STP score.Through the analysis of the marketing strategy of CNOOC,market segmentation,target market selection and market positioning analysis are carried out,and the key markets that the company needs to explore are identified.Fourthly,using 7Ps marketing strategy,CNOOC North China sales Tangshan is formulated around such factors as products,prices,channels,promotions,personnel,processes,tangible display and so on.Branch refined oil marketing mix strategy;Finally,formulate the corresponding safeguard measures to ensure the smooth implementation of the marketing mix strategy.The purpose of this paper is to explore the feasible direction of the marketing development of CNOOC North China Sales Tangshan Branch through the comprehensive analysis of the marketing mix strategy of CNOOC North China Sales Tangshan Branch,in order to improve the marketing strategy of CNOOC North China Sales Tangshan Branch,so that the company can obtain sustainable advantages in competition.