The Research About Marketing Strategies Of The Shaanxi-based Sales Subsidiary Of CNPC

In an environment of reform and opening, as a member of domestic oil industry, CNPC is facing increasingly fierce market competition with the influence of industry policies. Although CNPC occupies a dominant position in the domestic oil industry, but with the protection of regional policies, Shaanxi Branch of CNPC, Shaanxi Branch of SINOPEC and Shaanxi Yanchang Petroleum (Group) Co., Ltd. dominate the market, Shaanxi Branch of CNPC is involved in the fierce market competition. How to resolve the problem of the Shaanxi-based sales subsidiary of CNPC is an actual topic.Based on the company strategy and marketing strategy theory and my working experience, this paper analysis the regional environment, domestic environment, international environment and time environment, then reach conclusions that the company has the advantages of resources supply, marketing network, brand image superiority and internal governance, has the disadvantages of high circulation costs, marketing innovation is not enough and less kinds of products, facing the opportunities of China’s steady economic recovery, energy consumption structure adjustment and development opportunities for the automobile industry, facing the threats of opening up of markets, oil price fluctuations, environmental protection requirements. This is the SWOT analysis method and the base of "growth, efficiency" which is the company’s strategic objective. In order to archive the objective, the company should improve the implementation of the specific fuel quality control system, improve the amount of oil monitoring system, reducing the cost of refined oil level, amplification gas stations network layout and enhanced marketing channel management. In terms of price management, covering basic pricing,differential pricing and price discount pricing strategies, including personnel promotions, sales promotion, public relations methods and open the electronic marketing model strategy, forming a comprehensive marketing strategy. For logistics system, establish a brand image of refined oil products, improve the management level of information, as well as enhanced oil-enterprise cooperation and personnel exchanges in order to ensure the smooth implementation of the marketing strategies.