| Petroleum and petrochemical industries were strategically reconstructed in 1998.The central government has made further effort to rebuild the two industries into limited companies, which succeeded in stock issuing on the stock market abroad in 1999.The SPA which used to belong to CNPC had been reconstructed by the end of 1999,and split into two. Jiangjing oil depot has been arranged into SPA as oil & gas technical services, and its operating practice will be transformed form planning economy to market economy during 2000-2003.This paper introduces the essential conditions of Jiangjing oil depot and carefully analyzes market environment which will be faced by the depot during the transitional period.Marketing and management knowledge has been applied in this paper which suggests a series of marketing method and thought that could be adopted by the company in the transitional period. Cases have been studied in order to bring good references to those who are interested in the marketing strategy of large-scale oil depot.This paper consists of three Chapters, which stresses on issues as follows:Chapter 1:introduces the outline of Jiangjing oil depot, which consists of 5 parts. First, the company property, running model , production installations, and the geographical conditions have been briefed to illustrate the reason and the aim of running system transformation. Secondly, the natural, social and economical advantages and disadvantages have been analyzed by SWOT method. Thirdly, the Normal production capacity and present production capacity have been calculated and correlated by the theory and method of production and management, which resulted in the conclusion that the company has highly elastical production capacity which can be utilized in the practice of marketing strategy during the transitional period. Fourthly, the fire equipment technical capability and the management system of Jiangjing oil depot have been outlined, and the problems existing in the fire fighting management have been revealed. Lastly, the financial conditions have been outlined.Chapter 2:Stressed on the detailed analysis of the market of light oil products, which include the market capacity, the Channel of marketing, the split of market and the analysis of competitors.First, the uses, the life time, the market demand, the tendency and motive of demand of all type of light oil products have been analyzed, Furthermore, clean petroleum and CNG which are substitutes of on-going petroleum and automobile fuel petroleum have respectively been introduced, and the influence of substitutes to light oil products has been analyzed. Secondly, the marketing process chart is applied to the analysis of material flow, ownership flow, payment flow, information flow, and marketing flow, the same method is used to analyze the marketing channel of Jiangjing oil depot before the transformation. Thirdly, The inner market, the market of light oil products have been divided, and the function of oil market, the marketing methods, marketing conditions, marketing risks and the entrance barrier have been carefully analyzed.the strategy of product brand, marketing method, the modernization of terminal clients by modern science and technology and the property of modern retail market have been outlined. Lastly, from the view point of Jiangjing oil depot, the company scale, strategically aims, reactional model and the advantage and disadvantage of four competitors arranged in Chongqing district have been analyzed.Chapter 3:According to the analysis made above and the light of the concrete conditions of Jiangjing oil depot, this paper proposes some marketing methods, suggestions and practice plan. First, the concept and property of modern marketing management and substantial retail have been introduced. Secondly, though analysis, The importance of oil depot in oil product substantial retail has been high-lig... |
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