Risk Control Of National Petrochemical Enterprises Marketing Management And Sales

Petrochemical enterprises in the up-stream of the whole national economical industry chain, have special position and place very important role in the national economics. As both the purchasing and the sales are facing with the market directly, the key management indexes of the enterprise such as income, cost and profit have big influence with the market factor. In addition, the industry chain is comparatively long and processing flow is comparatively complicated, so in the management and sales, it is easily to have risk. This is quite representative in our national enterprises and have the meaning of research. At the same time, the research on marketing risk of management and sales of national petrochemical enterprise is still in the very initial stage. The methods, measures and tools of controlling market risk are still need to be improved and continuous exploration. The research on risk control of management and sales for national petrochemical enterprises will help to establish and improve the enterprises'risk forecast and recovery mechanism, enhance the consciousness to risk, increase the capability of anti-risk and upgrade the competitive ability and national assets'value maintenance and increment ability. It is the economic crisis not likely to happen in a century that provides us with the opportunity of research and thinking.The process of marketing management and sales is the process of discovering, analyzing, selecting and using the market opportunity in order to fulfill the goals and objective of the enterprise. It includes four steps:analysis the market opportunity, select target market, design the market management and sales combination and manage the market management and sales activity. According to the characteristic of the petrochemical industry, emphasis will be put on the last two steps as the key process to research before new resources replacement is being produced and taken into use. On the one hand, through the theoretical research of marketing management and sales combination strategy, i.e. the 4P strategy, we analyze the application of the 4 strategies in marketing management and sales and summarize the main forms of the market risk: product risk, price risk, place risk and promotion risk. Combined with the actual situation of national petrochemical enterprise, we evaluate the 4 forms risk and find out the medium and high grade risk. With the risk management theory, we focus on these risks to find out the solution strategy and propose better plan of marketing risk control. On the other hand, the process of marketing management and sales is the process of implement and control in fact, it is the very important process in market management and sales activity. With the actual case of Qilu Petrochemical Corporation, we want to explore a road of risk control in marketing management and sales for national petrochemical enterprise, which may supervise the future production and management of the enterprise much better.In present, the management team of the national petrochemical enterprise are still weak in the marketing management and sales. Most of the management staffs simply understand the marketing management and sales as only the purchasing and sales. They understand the marketing and sales department as only the purchasing department and sales department without putting more management functions. In addition, the risk controlling measures and methods of national petrochemical enterprise are very simplex, so the incompletion of the risk control system has been the key choke point in the management. As the representative of our modern enterprise, the risk control system of the marketing management and sales of national petrochemical enterprise need to be established with the marketing management and sales department as the dominant and the internal control system as the yardstick. Based on the overall budget management, by setting up and analyzing the risk early-warning indexes and through releasing the management and sales situation report, the market risk can be forecasted. This can ensure the management team to establish correct strategy. By the promotion of the market management and sales audit, a better culture and management style can be formed finally.