Study On The Marketing Tactics Of Gasoline In PetroChina Shandong Marketing Company

International crude oil keeps a high price, the domestic finished oil prices keep rising andChina opens finished oil market. All of these factors make Chinese finished oil market attractthe world's attention. Not only multinational petroleum corporations enter the market on alarge scale, but also China National Offshore Oil Corporation (CNOOC), SinochemCorporation and numerous private petroleum companies join in the row of competitors. It canbe predicted that the competition between petroleum companies will be much fiercer inChinese finished oil market.As a province with prosperous economy, Shandong province is also a big finished oilconsumer. To understand the law of finished oil market and offer a valuable reference forPetroChina Shandong Marketing Company in decision-making, this thesis analyzes thegasoline market of Shandong and puts forward relevant optimization according to currentmarketing tactics of PetroChina Shandong Marketing Company.The thesis commences with the environment of the gasoline market of Shandong. Itanalyzes the macro-environment and competitive environment of the company with PESTanalysis and Porter' s Forces Models, and then analyzes internal environment of the companyincluding organization structure, human resources, storage and transportation, etc. On thefoundation of external environment and internal environment, the thesis analyzesopportunities, threats, strengths and weaknesses of the company. It summarizes the currentmarketing tactics, displays present marketing situation of the company and finds out problems.Finally, this paper optimizes the marketing tactics of gasoline in the company according toactual situation.By the research, this thesis can not only solve problems of gasoline marketing in thecompany, but also improve operating level to enhance competitiveness. Meanwhile, this thesisbrings some references to other finished oil marketing companies to establish marketingtactics.