Research On Optimization Of Diesel Product Marketng Strategy Of TW Company

China is one of the largest Oil consuming country in the world,and the market has been in short supply constantly.TW company was established in 2011,mainly engaged in diesel wholesale business.As a private company that entered the diesel wholesale market very early,TW Company is the leader in Qinhuangdao area,and TW Company ranked first in Qinhuangdao refined Oil Wholesale Industry with annual sales of 1 billion yuan in2021.In recent years,with the continuous improvement of the marketization degree of refined oil products,more state-owned,private and foreign capital enter the wholesale market,and the competition in the industry is becoming increasingly fierce.In such a complex industry background to find the right market segments and take effective marketing means,is an important issue for TW company to maintain the leading position in the industry.This paper studies the marketing strategy of diesel products of TW Company and contains the following contents: firstly,based on the theory of marketing,this paper expounds the related concepts and analytical tools of marketing in detail,the research framework and research methods are put forward on this basis;secondly,provide a brief overview of TW Company and conduct internal environmental analysis from four aspects:organizational structure,business status,financial status,and human resources.One more,PEST analysis is used to analyze the macro-environmental factors of TW Company,porter’s five forces model is used to analyze the industry environment of an enterprise from five aspects: the competitors,potential competitors,the threat of substitutes,the bargaining power of suppliers,and the bargaining power of buyers;Thirdly,STP analyzed and diagnosed the correctness of market positioning,identifies the existing problems in the marketing strategy of TW diesel products through in-depth interviews and questionnaires,and analyzes the causes,so as to provide basis for the optimization of marketing strategy of enterprises.Through a series of scientific analysis of the results,to explore and formulate the TW Company’s oil marketing strategy,put forward specific optimization program.Finally,Put forward the safeguard measure to it,thus make the TW company marketing optimization plan to be able to carry out smoothly.This paper uses the theoretical knowledge of marketing to analyze the current situation of TW’s diesel oil marketing and propose improvement plans for marketing strategies,which will not only help improve TW’s marketing performance,but also provide marketing inspiration for other private enterprises of diesel oil wholesale.