The Compensation Strategy For Strengthening The Market Competitiveness Of Guangzhou Petroleum Company

This paper mainly studies the compensation strategy to strengthen the market competitiveness of Guangzhou Petroleum Company.Firstly, it analyzes the existing problems of the original compensation system in Guangzhou Petroleum Company, the internal and external environmental factors which influence the market competitiveness, the market development strategy and its development stage. Through the above analysis, some problems are found in the process of rapid development. For example, the expansibility of service station was weaker than the main competitor, the compensation system had no motivation function, the higher rate of demission, etc. The compensation strategy is established by the full evaluation of the factors which affect the strategy. It includes the compensation system based on the position and performance, competitive compensation levels, increasing the reasonable compensation gap depended on the working ability and performance, and favoring the critical factors which influence marketing competitiveness. Meanwhile, it brings forth the specific compensation strategy based on the critical factors which have influence on the marketing competitiveness of Guangzhou Petroleum Company. This compensation strategy emphasizes on the motivation of the employee, the equity of the internal distribution and the external market competitiveness. Furthermore, it is also a customer-oriented strategy and attaches much preference to the keen management position, such as the position of internet expansion and planning of the matched service. Accordingly, it will bring a strategic influence and improve its' market competitiveness. Besides, this paper will indicate the problems and some measures for the successful implementation process of the compensation strategy so that the company may enhance the market competitiveness and achieve its' market development strategy.