Nanchong Refinery And Marketing Strategy Research

With acceding to the WTO and opening the oil market, Nanchong oil refinery is forced with the director and intense market competition and the pressure of the market share. Nanchong oil refinery must improve the capability of developing market and adapting to market in order to survive and develop in the intense environment. The development strategy of Nanchong oil refinery must come from the basic knowledge of the global market pattern and the thinking of the practical problem in the oil market. In order to know the basic principle of the refinery market, to grasp the basic character of the refinery market and to provide the valuable reference, I analyze the market tactics of the Nanchong oil refinery in this thesis. So, the study is very important function and meaning. It can enhance the competition ability and help them survive and develop.I analyze the following aspects in this paper: firstly, I analyze the market situation of Nanchong oil refinery. Through analysis, it finds out the practical problem in the marketing process. So, the study focus and direction of the marketing tactics are determined. On the base of the analysis, I analyze the marketing environment including internal and external environments. The external surrounding include: the development plan of the government, policy, the situation of main products, the situation of provision and need and other situation related the development of Nanchong oil refinery. The internal surrounding includes: the human resource situation, the production situation, the ability of science and technology developing, fund situation and the ability of adapting to market. Through the analysis, we can know our advantage and disadvantages. Besides, I analyze the development direction and problems to which we are pay attention, we analyze and find the main environment factors that influence the marketing. So, the analysis provides the solid foundation for marketing tactics.Secondly, on the base of analysis of marketing situation and surrounding, I analyze the marketing market of Nanchong oil refinery.(l) I analysis the product tactics of refinery. According to the product tactics analysis, I understand the product character and market position. So I can plan the product marketing tactics of Nanchong oil refinery. (2) I analyze the sale channel of refinery. By means of analyzing the present channel, I know the main sale channels and retail network. So the analysis provides the solid foundation for working out the sale channel. (3) I analyze the product provision and need of Nanchong oil refinery. So I understand the provision need situation and can work out the promotion tactics.Thirdly, on the base of above study and according to the marketing rule and character of Nanchong oil refinery. I put forward the marketing tactics and measurement. In the study of the market tactics, I work out the concrete product, price, place and promotion tactics of Nanchong oil refinery. On the base of focus and difficulty analysis of marketing and according the practicalsituation, I analyze the practical problems that occur in the enforcement and design the measurement in order to ensure the marketing tactics to carry out and put forward the practical measurement that can enhance the competition ability.In a word, I analyze the marketing of Nanchong oil refinery and put forward the marketing tactics and measurement in the thesis. These provide the benefit reference for Nanchong oil refinery. The study about the market tactics can not only help Nanchong oil refinery grasp the development trend of the refinery market, but also provide experience and guiding for Nanchong oil refinery. So, the study has very strong practical meaning.