The Analysis Of Finished Oil Market Of SINOPEC CORP. And Marketing Tactics Research

The sale of oil products is one of the most competitive markets in the global oil industry, and also is an important factor affecting the survival and development of SINOPEC CORP. With the globalization of the world economy, especially with the entry to WTO, it is inevitable to open our domestic finished oil products market within 3 to 5 years, which means SINOPEC CORP. will face the international finished oil products competition directly. Thus, under this condition, the modernization of finished oil product circulation and the establishment modern sale system become necessary choice to keep the competitive advantage.SINOPEC CORP. had the state entrusted right of monopoly operation under the planned economy system. Now, facing the challenge of the powerful offensive of domestic competitors and the transnational company's entering into our country soon, SINOPEC CORP. is confronted with the topic of winning the leader position on future finished oil product oligopolistic market. The topic has vital importance to the enterprise's existence and development.SINOPEC CORP. should make unremitting efforts to win the market leader position again. It should rectify its image by implementing safeguard operation and pioneering operation, and set up the image of "high quality, enough quantity, speed and safety"of market leader through high quality products, reasonable price and perfect service as its distinguishing features promised to consumers. Facing the lightning war of cutting price and promotion and various attacks of invading sales area, the SINOPEC CORP. should use the tactics of all-out attack, realizing undifferentiated sales. It should realize the leading position in total cost by cutting down the retail cost through large scale operation and meet the common requirements of consumers to maximum limits. At the same time, in light of the target market in various areas, it should in implement differentiated marketing measures and attack strategy in respect of products, price and promotion.In view of the finished oil product wholesale market, it should give full play to the edges of resources and large scale, and use competitive tactics of pricing, making the finished oil product wholesale price keep in step with competitors. It should use the high prestige and good quality of finished oil products to strive for consumers, squeezing the social wholesale units and acquiring the control right to lead the finished oil product wholesale market.In view of the finished oil product retail market, it should implement the marketing tactics of getting the upper hand by network. Through developing the linked business union, it should set up cooperative union with social fuel stations, making the competitors be helpful to us. At the same time, it should develop the company-owned fuel stations by acquisitions, lease, participation, new construction and other forms, implementing famous brand service and realizing competitive edges on retail market by strong and solid sales network.Only by merging all the elements needed to lead the market in the 4P's tactics, SINOPEC CORP. can fully deserve the title of leading force on finished oil product market.