Research On The Marketing Strategy Of Refined Oil Of SINOPEC H Branch

With the gradual opening of the refined oil retail market,capital from all sides has entered the refined oil retail industry.The ever-changing market situation,advanced management concepts and marketing strategies have brought profound changes to the traditional refined oil retail market.In the face of such a business situation,SINOPEC H Company,as a prefecture-level sales enterprise subordinate to the World’s top 500 enterprises,on the one hand bears the social responsibility that should be taken by the central enterprise,on the other hand,it also faces the difficult danger of enterprise transformation and recovery.Faced with the situation of shrinking refined oil market,serious customer loss,weak network expansion and lack of information services,the traditional marketing mode has restricted the further development of H Company.Based on the study of domestic and foreign marketing theories,this paper carefully combs the research status of domestic and foreign refined oil retail industry marketing.Taking H Company of SINOPEC as an example,aiming at the retail business of gas stations,the macro and micro environment are analyzed by using PEST model,and the advantages,disadvantages,opportunities and threats of H company are analyzed by using SWOT analysis model.It provides a basis for continuing to analyze the marketing status of H company’s refined oil retail.H Company is faced with the disadvantage of resource allocation and the threat of energy substitution.Its market adaptability,manpower allocation and low efficiency of information equipment have all become key problems restricting its further development.At the same time,H company’s advantages in number quality,brand,network layout and management system are unmatched by other enterprises.Only by taking advantage of the existing macro environment and giving full play to the advantages of the enterprise,can H Company quickly get out of the predicament.As a sales enterprise,H company has been trying marketing from four aspects of product,price,channel and promotion for many years.However,due to the inconsistent pace of development with The Times and the lack of attention to personnel,service process and tangible display,the marketing effect has not reached the expectation.Therefore,the direction of H company’s marketing is clearly defined,and the target market is selected by market segmentation.The 7Ps marketing mix theory is used to not only solve H company’s problems in product,price,channel and promotion,but also put forward people-oriented strategy,tangible display strategy and service process control to supplement.Finally,in order to ensure the smooth implementation of H company’s gas station marketing strategy,the paper puts forward safeguard measures from four aspects: system,manpower,safety and network quality.The operating environment and forms H Company faces are very representative in its provincial region,and the marketing dilemma of refined oil it faces is a common problem in the province.Therefore,through the analysis and optimization of H company’s marketing strategy,it is very helpful to provide effective ideas for the formulation of marketing strategy of enterprises in neighboring provinces and cities.