Marketing Strategy Research Of The Sinopec’s Toluene In Central China

At present, domestic and foreign oil giants have built lots of factories in the westand central part of China with the policies of west development and the rise of centralChina and massively produce chemical products,especially toluene products.Thismake the competition in these areas become increasingly fierce.In the fiercecompetition, the leadership of the central branch of Sinopec has been increasinglyshaken,in order to survive and develop,the company have to re-analyze the marketingand develop a more competitive marketing strategies.The article firstly gives a comprehensive analysis of external and internalenvironment of toluene market conditions from two perspectives of China, CentralChina,then with the applying of SWOT analysis method,the paper systematicallysummarizes the advantages and disadvantages,opportunities and threats the toluenesales faced with in Central China Branch of Sinopec.The advantages include brandingadvantages, financial advantages, resources, etc.; disadvantages include marketingstrategy inferior,talent disadvantage, after-sales service disadvantage, logisticsinfrastructure disadvantage; opportunities include demand national policy support;threats include difficult market forecast with fierce industry competition, overcapacityand worsening. Next,with the guidance of modern marketing theory the articledevelops five kinds of marketing strategies which view refined marketing strategy asthe core that adopts to competing demands of the market environment. The strategiesare product strategy, channel distribution strategy, pricing strategy, promotion strategyand customer service strategy. in order to ensure the execution of marketing strategiesin the implementation process, the article pointed out that the implementation of themarketing strategy for comprehensive monitoring and detailed marketing strategyimplementation plan after developed marketing strategies.The value of the paper is to systematically combing the Central China Branch ofthe Sinopec previous marketing strategies,it also should be analyzed and evaluated.Onnext step,our paper explore the precise marketing strategies. At the same time weprovide the match implementation plan of marketing strategies to ensure theeffectiveness of the implementation plan. We hope that through the adjustment ofmarketing strategy,there is a stable market position for the Central China Branch ofthe Sinopec.