Marketing Strategy Under The Oil Marketing Mode

With the rapid development of globalization, China's petrochemical products market gradually opens to the outside world after China joined the WTO, China Petroleum and Chemical Corporation sales branches will survive and develop in the fiercely competitive environment. Marketing is in front of market competition and in end of value chain. It decides the realization of all value investment. It is very important to enhance the benefit. If there is not adapted sales system, stable sales network and stable sales number, it can not guarantee regular production. In this situation, how to design effective marketing pattern and form competition superiority is very important.After PetroChina redesign and came into market in 2000, in view of internal disorder competition, the high-level receivable account, serious loss of marketing, Opposition of manufacturing and marketing and so on, it adopted a series of measures. It implements the unified sales mode, such as the unified formulation marketing strategy, the unified construction network, the unified resources disposition, the unified formulation price, the unified organization physical distribution, the unified information management and the unified technical service. It establishes risk guard system covering commercial interchange, physical and fund flows. It forms achievement inspection mechanism unification the achievement, the risk and the income. Implementing the unification sale pattern for 6 years maintains profit Enhancement continuously. Although it is different from the original autonomy sales model of the production, but the recent years effect of practicing unified sales mode proved the feasibility of the mode of sale. This paper detailed analysis the unified sales mode, and focuses on the specific marketing strategies through combination theory and practice so as to help the sale of chemical products and provide reference information for the domestic similar enterprises.Through literature reviewing, information gathering, researching, and empirical analyzing, this paper firstly outlines the sales of China Petrochemical product, analyze sales environment of chemical products, and elaborates the unified sales mode's necessity, advantages and disadvantages, and operational effectiveness. Then this paper proposes some methods and solutions to prefect the sales mode of China petroleum and chemical products, including deepening the marketing system to do better intensive business; cultivating its core competence; improving service, and developing and consolidating sales channels; establishing decision-making system to adapt the international competition; establishing complete new product development strategy; broadening the scope of sales; and intensifying training of personnel. Finally, the paper main analyzes the improved marketing strategy combining 4P marketing theory. The paper considers the marketing strategy of petrochemical products as industrial products, should develop high-end products, pay attention to the strategy portfolio of dealers and direct marketing sales, make the channel marketing in the light of local marketing conditions, and properly use differential pricing.