Study On The End Selling Strategy For PetroChina

The article has the result of investigation and analysis on the strategic environment and operation status of PetroChina, refers to successful experience of foreign advanced enterprises, and combines with Chinese local features and development trend. It applied some methods including Michael Poter's 5 competitive strengths analysis, SWOT analysis, AHP analysis, differentiation competition, and competition-cooperation theory. At last, the article makes clear the gap PetroChina drops behind. Based on the above, it draws up a strategy target for PetroChina and suggests some marketing tactics to execute and realize the strategy target. The conclusions are below.The strategy target for fuel sales department of PetroChina is reducing operation cost, strengthening customer loyalty, collaborating and optimizing business, and enhance profitability.The detailed tactics to implementation strategy target are below.Innovating business mode: through service station plus convenience retail.Innovating business thought into competition-cooperation thinking. PetroChina should cooperate with Sinopec to exchange products.Innovating business method: ERP and other management software.At last, in order to fulfill the above marketing tactics, it is necessary to manage the change of intention, process and human resources step by step. The article works out and demonstrates its conclusion by finding and analyzing problems and giving suggestion. The goal is to clarify the strategic direction for PetroChina fuel sales department. Through solving these key problems by focusing on major contradictions and drawing some marketing tactics and measures, the article finally provides the reference suggestion for PetroChina to improve the capability of operation, profitability and competitiveness, to do business stronger and bigger to overcome WTO challenge and become an excellent group among world top 500.