A Thesis On China Sinopec Wuhan Company’s Services Marketing Analysis And Development Strategy Research

Since China joined WTO, China’s refined oil market gradually opened up to the outside world. The major multinational oil companies saw the opportunity and intended to seize China’s refined oil retail market. Marketing competition between china’s companies and foreign companies has been obvious. With nearly60years of history, Sinopec Wuhan Company, whose business covers not only retail sale and whole sale of refined oil, fuel oil, lubricating oil and natural gas in WUHAN but also non-oil and related petrochemical products and refined oil logistics distribution in Wuhan and its surrounding area, is currently the main distribution channel in WUHAN oil products market. The company has more than200gas stations in operation,2oil depots (YANGLUO OIL depot and CAIDIAN oil depot with total capacity of54,000cubic meters). The annual transportation capacity has reached800,000tons, forming a well-operational transportation and storage network covering all Wuhan cities and land and water transport radiating three towns in WUHAN. Facing the internal and external market problems, we have to think about whether the traditional management of state-owned marketing concepts can cope with frequent fluctuations in the market, whether it can meet the strong offensive competitors, whether it can guarantee the current market share while expanding more market share.In this article, the writer start with the current situation of China’s refined oil retail market, using a lot of internal data and SWOT analysis tools to deeply analyze the current customer service and refined oil marketing status of Chinese Sinopec Wuhan Company, trying to identify problems and propose countermeasures. Firstly, the writer analyze the challenges and opportunities brought by gradually opening up of refined oil retail market under the current Chinese economic steady growth background; Secondly, through the analysis of the customer demand research on the current Wuhan refined oil retail market situation, the writer comes to a conclusion that the service marketing takes the key to the victory of market competition under the situation of product homogeneity; then focusing on analysis the existing service marketing management situation of Sinopec Wuhan Company, the writer points out not only the company’s existing service marketing features, but also identifies the issues affecting its sustained development and finally well-directly raises countermeasures from both macro and micro aspects.The writer hope that by writing this article, we can recognize the advantages and disadvantages when China WUHAN Sinopec confronting the fierce market competition, timely adjust the marketing and management strategies to maintain the sustained and healthy development of the company and find a suitable development direction for company in market competition..