Research On Petro China Co.,LTD. Petroleum Products In The Domestic Market Marketing Strategy

Network, globalization and the rapid development of the market, not only make the enterprise competition more intense, and they are still possible to change the traditional enterprise management concept and marketing mode. A suitable marketing strategy can be enterprise’s wind vane, and guide enterprises to embark on the road of the right business development. Product industry in China’s national economy occupies an important position, and petroleum products belong to the special energy products. The industry is protected by nation’s special policy, for a long time in the Petro China and Sinopec in petroleum products in the industry has a certain monopoly position. Along with the gradual implementation of WTO commitments, as well as the country further open product marketing in the industry market, enterprise competition is becoming increasingly fierce. The Petro China in the oil field of marketing in the domestic market has certain advantages, also faces many marketing problems, in a constantly changing market environment, how to give fully play to their own advantages, the use of good product marketing opportunities for development, the domestic refined oil market marketing strategy choice, to better adapt to the development of market, to maintain the competitive advantage of enterprises, is an important strategic task in the Petro China.This paper first analyzes the oil product marketing environment, and uses PEST to analyze product marketing conducts a comprehensive analysis of macro environment, the five competitive forces model of product marketing industry environment analysis and in-depth analysis of the oil product marketing in the internal environment, as in the establishment of oil product domestic market marketing strategy is an important basis. Then in the oil product domestic marketing based on the SWOT analysis, this paper puts forward the oil product in domestic market marketing strategic objectives, market segmentation, market objectives and positioning. And then puts forward the oil product in domestic marketing supply management strategy, pricing and brand strategy, marketing channel strategy, promotion strategy and related security measures specific strategy implementation countermeasure.Paper related research is advantageous to the Petro China refined oil products in the product supply chain management system, strengthen the brand maintenance and construction, as well as to its reasonable price strategy, launch the appropriate promotional strategies, and form a complete set of after-sales service guarantee measures, so that the oil refined oil products in the domestic market marketing work to do better.