Study On The Refined Oil Retail Strategy Of PetroChina Dalian Marketing Company

In the 21 st century, with the full liberalization of the market, China's refined oil market has entered a new phase of competition, international and domestic markets, participate in market competition. Dalian oil market has become the main competition, diversity, species diversity of resources, the oil price market-oriented competition. Dalian oil market rival China's Sinopec, Total, and other social gradually increase the competitiveness of business units, competition intensified. PetroChina Dalian Marketing Company for sustainable development, we should be prepared to consolidate and expand the dominant position. Therefore, only enhance the core competitiveness of enterprises, develop the correct marketing strategy, to the fierce market competition unbeaten.In this paper, PetroChina Dalian Marketing Company for the study, both theoretical and practical to explore the PetroChina Dalian Marketing Company retail marketing strategy. Paper first briefly describes the overview of PetroChina Dalian Marketing Company and problems, and then analyze the macro environment, then the market for gasoline and diesel demand in Dalian, own resources and ability to analyze, discover new market situation and opportunities facing the threats, specifically the company's strengths and weaknesses. Then according to the consumer area, the customer, the actual market situation of market segmentation, the segmentation based on a reasonable position. Finally, strategic management, marketing and basic theory, basic methods as the main theoretical basis, to take a combination of qualitative and quantitative, the combination of theoretical and practical methods of analysis, for different target markets to differentiated marketing strategy, developed appropriate product, price, channel, promotion, services, marketing strategy combination. With a view to selling to China Petroleum Dalian in the future in an increasingly fierce market competition to provide practical ideas and strategies to consolidate and expand market dominance, but also for other companies to provide valuable reference for oil sales.