Research On The Sales Strategy Of Oil Products In China 's Hebei Oil Sales Company

Around the world have generally agreed that oil is not only a common energy consumer, but as a kind of important, scarce and strategic energy supplies of non-renewable,its relationship with economic development,energy security and social stability, a regional oil consumption level on certain significance is to display the "barometer" of local economic development. At present,China has become the world’s second largest oil consumer after the United States foreign oil dependence increased year by year, is expected to reach 58.8% in 2014. Geopolitics,the financial crisis, the relationship between supply and demand, international investors hype all sorts of unpredictable factors,such as international oil prices will keep the shock for a long period of time,will give China’s refined oil sales enterprise and the consumer market has brought unprecedented impact. As the domestic refined oil wholesale and retail market fully open,BP,shell,such as foreign oil companies are onboard,refined oil market competition intensified. Affected by the original product management system,our country product oil sales companies,including petrochina,sinopec,two groups of refined oil products of sales value degree is not high, straight group of sales management is relatively weak, in competition with international energy giants obvious disadvantage.In this paper,we study the oil hebei branch of sales management,the integrated use of SWOT analysis,from the following aspects were studied. First,to the jurisdiction of refined oil products market situation and business of sales of analyzing the internal and external marketing environment; Second,comprehensive examination districts of refined oil products market and enterprise itself management ability,tailored for enterprises to develop sales strategy,put forward the product direct sales of five strategies,namely: the target market selection strategy, customer relationship management strategy, pricing strategy,promotion strategy and service strategy; Third,in order to ensure the smooth implementation of marketing strategy,make three guarantee measures,namely: the supply of resources,institutional guarantee and team construction. Hope that through the study in this paper,the product of direct sales strategy,to promote the oil product of hebei sales company sales works carried out steadily and healthy development,constantly improve the market competitiveness, as well as the operation and development of industry of our country refined oil sales provide new train of thought.