China's Oil Sales Enterprise Development Strategy

As the retailing and wholesaling market of product oil is gradually opened after our country joined WTO, various economic entities take part in the competition of domestic petrolic industry, multinational petrolic industry magnates scramble for the product oil market inland in succession. The circumstance that the state product oil selling corporations monopolize the sales market had changed into the situation that the domestic companies and multinational corporations compete with each other intensely. As the forefront of the reform, the southern part of China keep fast developing in economy, especially Guangdong province, its energy sources consumption occupied one eighth of the entire consumption of whole China. Every year its newly increased oil consumption comes to 100 tons, equally to all-year consumption of a province inland. Therefore, those who dominate the oil market of the southern part, who seizes hold of the commanding point of whole china's oil market.The product oil market of southern part of China has an enormous potential of developing, thus it has become to be the preferred target market, a bridgehead and a battlefield must compete for when energy-sources companies and investment mainstays enter the energy-sources market of China. CNPC treats the southern part's market as the target market, which has a momentous meaning for its intending development. But since the product oil market has been opened in 2006, the competition of internal and external large petroleum enterprises have become a more and more serious menace to CNPC, the development in southern part directly influence CNPC's development in future. So research CNPC's development in southern part systematically and strategically has a profound meaning. This paper emphasizes on how CNPC keep its competitive ability when facing the intensely competition through optimizing itself and transforming system to keep pace with the times that petroleum magnate enter the product oil market of China after China joined WTO and the market is gradually opened. The paper mainly adopts the method of literature researching, social investigating, data analyzing and concluding to research. Select a specific company (Southern part sales company) to analysis microcosmically on the basal research of macroscopical situation, At the same time selecting a region which is representational in China (even in world)-the southern part of China to be a research object because its market economy is more developed.Through studying the theories of well-known scholars and experts, combining with years working experience of carving out in southern market, and the experience participating in system reforming of southern part company as a leader, the author analysis the system reform of southern part company on the basis of research on southern market, evaluate the southern part company of CNPC, and put forward countermeasures to solve the problems exists in the market after researching all the competitors. This paper has consulting meaning on keeping and advancing the competitive ability of CNPC in order to extend the market and development, it also has use for reference to teach the petroleum companies of China how to deal with the competition after our country joined WTO.