Study On The Optimization Of Oil Product Retailing Network Of China Petroleum Corporation, Shandong Petroleum Branch

Compared with foreign oil companies, oil marketing companies in our country there are various deficiencies and gaps. Highlighted the network and hence emphasized the importance of efficiency and quality, removed the bad network, maintaining the overall network optimization, are full of great significance to oil marketing companies.In this paper, first of all, it is the background , purpose, and significance to the study of this subject, then it analyses the research status at home and abroad , and then it introduces the idea of this research and methods. Second , this paper describes the three main theoretical basis - the theory of marketing, supply chain and retail location theory .It analyses domestic refined oil retail network and foreign refined oil retail network. It summarizes the optimize experience of abroad on refined oil retail network The main body of this paper, through a large number of detailed data, analyses network status quo of China National Petroleum Corporation, Shandong branch (it is named Shandong sales company in my following paper) , market demand, customer groups, and competitive . It points out the problems of the retail sales network in Shandong sales company . It summed up the major impact factors in the layout of gas stations . Accordingly , this paper presents the objectives and principles in refined oil retail network optimization, using the coverage model as the method to optimize Shandong sales comapany's refined oil retail network , putting forward six means to optimize refined oil retail network. It at last proposed six measures related to optimization combined Shandong sales company's actual situation.