A Study On Development Strategy Of Sinopec Sales Co.LTD. North China Branch

Petro-chemical industry, along with some other industries such as machine-building, construction, motor and electronic industries, plays an important role in the development of China's economy. Based on the strategy theory and quantitative methods, this thesis has made a systematic investigation into a strategy planning of SINOPEC Sales Co. Ltd. North China Branch.This thesis includes seven chapters. It analyses the development strategy of SINOPEC Sales Co. Ltd. North China Branch in Tianjin. First, it makes a brief introduction to the company, and then puts forward the research process. Secondly, it gives a summary of the basic theories of enterprise strategy management. Thirdly, it does an analysis of the company's environments, both external and internal. The former includes politics, economy, society, technology and trade competition, and the latter includes human resources, management, finical conditions and technological resources. On one hand, the analysis shows the future trend of the refined oil market through market forecast, and points out development opportunities and threats. On the other hand, it makes clear the company's strong and weak points. Based on the above analysis, the thesis employs the methods of SWOT analysis and carries out a quantitative analysis of the opportunities, threats, strengths and weaknesses that the company is faced with, putting forward alternative schemes. Then after evaluating the alternative schemes by the Quantitative Strategic Planning Matrix (QSPM) method, the thesis decides on the development strategies for the company. Finally, the thesis conducts an analysis of the implementation of the strategies, including organization structure, resources allocation, and evaluation and control.Based on the practical investigation result, this thesis proposes the development strategy project for SINOPEC Sales Co. Ltd. North China Branch, that is, entering the refined oil products market by integrated development, and finding new retail clients through market subdivision.