In The Refined Oil Market Competition Strategy Research

Since China joined the WTO, the domestic market environment for the finished petroleum products has changed dramatically. According to the related agreement for joining the WTO, China opened the retail market of the finished petroleum products at end of 2004, and opened the wholesale market on December 11, 2006. The development and the opening of the Chinese market on finished petroleum products reduce the barriers for the foreign oil companies to get into China's market. It is also a rare opportunity for the Chinese market. Along with the rapid progress of internationalization of the local market, the multinational oil companies are speeding up the foot landing to the Chinese market, the national petroleum and petrochemical enterprises are taking the opportunities and developing themselves, and the private companies are participating actively and starting to gain scale in the retail area of the finished petroleum products. The market of the finished petroleum products presents a diversified structure with more vigorous competition.This thesis first describes the current circumstances of the local market for finished petroleum products and the current sales situation for PetroChina Company Limited (PetroChina); then it carries on the analysis on the surrounding environment of PetroChina, and makes use of Michael E.Porter's Five-Forces Model of Competition to analyze the industrial structure by focusing on the analysis of the main competitors of PetroChina and reveals the co-existence of the opportunities and challenges within the market environment. Subsequently it carries on the analysis of internal condition of PetroChina to pin point the strengths and weaknesses relative to the competitors and works out the SWOT model. Finally it proposes the strategy to promote the PetroChina's market competency and the assurance measure for strategic implementation. The thesis tries to provide valuable references to the enterprises that sell finished petroleum products on improving their management and profitability, resisting the foreign competition, and expanding footprint to the international markets.