Sinopec Group's Refined Oil Market Analysis And Marketing Strategy Research

With China's entering WTO and the changes of national economic policies and economic development, the environment of finished oil market also have a very big change. This paper has a foothold on the finished oil sales enterprises of SINOPEC, seeks ways of survival and developments of enterprise in competition. Firstly, this paper summarizes present situation of SINOPEC and the problems that exist in finished oil sales companies. Secondly, this paper expatiates the influence of national policies, domestic economic development and China's entering WTO on the finished oil market. On the basis of practice, the paper analyses the management system of market, competitive situation and characteristic of the internal finished oil market. This article not only expound the competitive strategies in details of the several largest foreign petroleum companies, but also on the data analysis foundation in 2000, contrasting the SINOPEC with three largest petroleum companies abroad at five areas. The comparative result shows that there is a very big gap between SINOPEC and the three largest petroleum companies. According to the above-mentioned facts, combining the characteristic of internal finished oil of market, this thesis puts forward the tactics of finished oil of SINOPEC: Adjust to the management structure, and changes the present marketing system, and improves the administrative levels and raise the efficiency by way of the compression, and reduces the cost through raising the ratio of finished oil pipe transportation and unified buying; By way of strengthening the sales network construction and reinforcing the retail position to raise market possessed ratio and get higher profit; The information system construction raises the management standard by way of strengthening; Correctly deal with the relationship between SINOPEC and the internal and foreign companies competition and cooperation may avoid the malignant competition, and achieves bilateral win; Using WTO's safeguard clause to protect the enterprise.