Honam Petrochemical Branch Of Sinopec Refined Oil Marketing Strategy Research

With the development of economic globalization, especially since China's accession to WTO (World Trade Organization), the whole Chinese product oil market has been opened, which leads to intensification of the market competition. As branch of Sinopec (China Petroleum & Chemical Corp.) in Hunan Province, Sinopec Hunan Company has been in business in Hunan for many years, and are now challenged by CNPC (China National Petroleum Corporation) and private oil firms, while encountering potential competition from multinational oil companies located in Chinese coastal areas. In order to consolidate its leadership in Hunan product oil market, Sinopec Hunan Company should build the leading image of'high quality, sufficient volume, quick response, and safety'. Facing attack by competitors, Sinopec Hunan should differentiate in terms of product, price, channel, service, and promotion, etc.This essay studies the market status quo where Sinopec Hunan is in, and analyses the company's competitiveness and problems it faces. Further, in light of marketing statics of various product oils and the company's status quo, product oil marketing strategies specific to Sinopec Hunan are proposed in contexts of product, price, channel, service and promotion. Moreover, measures are forwarded for facilitating the implementation of these strategies.