Study On The China Lubricant Marketing Strategy Of Multinational Petroleum Corporation

In 21st century, along with the globalization, competition of oil and petrochemical market goes internationalized. Chinese oil industry tightens its connection with the international market whilst speeds up the development pace. The healthy macro environment and high market potentiality attracts main multinational oil corporations to invest, develop, and operate in the China market. Hence, the competitions among these companies are not only in the international market, but also Chinese local market. In the meanwhile, state-owned oil companies face the most challenging period in their development history. The impact to domestic market from imported crude oil and oil products caused significant decrease of their profit. Furthermore, local oil companies are facing stronger impact of China's accession to the WTO.Entry of multinational oil companies into China market brings enormous competition pressure to local organizations, as well as the advanced technology and management modules for them to use. By studying strategy of multinational corporations in China would strengthen the local companies in improving their competitiveness in both domestic and international market.This paper analyses the evolution and macro environment of world and Chinese oil market; investigate the core competitive strategies of main multinational oil corporations, and examines how these companies formulate their China marketing strategies by defining their strength and weakness, and finding threaten and opportunities. This dissertation conducts an in-depth study on the strategies of multinational oil companies through four major marketing modules, which are marketing segmentation strategy, marketing competitive strategy development strategy, and marketing mix strategy; and perceives possible adjustment on the marketing strategies of these corporations after China join the WTO. The purpose of this paper is to combine the theories and practices to suggest and illustrate related modules for state-owned oil companies to rationalize the developing direction and marketing strategies, especially to be ready for facing the opportunities and challenges caused by China's entry into the WTO.