Research On Brand Communication Strategy Of A Company In Refined Oil Retail Market

In modern society, with the aggravation of the market competition, brand has been a competitive weapon for enterprises. The brand construction is directly related to the development of a enterprises, a strong brand (high popularity and good reputation) can not only increase the appeal of the product, come to the fore in the fierce competition in the market, but also can improve customer loyalty, bring more extensive potential customers.With the rapid development of the national economy, the improvement of people’s living level, the automobile becomes more and more popular, the transportation industry developed rapidly. Oil consumption demand increase quickly. With the economic globalization trend, the domestic oil retail market gradually open for foreign enterprises.Chinese oil retail market gradually formed competition of Sinopec, CNPC, foreign brand oil station, private social oil station."A" company as a typical representative of these foreign enterprises who enter into domestic oil retail market. Market entering is a little late for "A" Company, so the network scale is small.The brand communication of "A" company is still in the initial stage, there are some problems in communication. This paper obtained the major brand performance (including brand awareness, preference, loyalty, and data on the brand image and price perception) for "A" company and the main competitors, then analyzed the problem of brand communication than "A" company has faced."5W mode" also can be applied to the brand communication, this paper analysis 5 elements of brand communication of "A" company, especially the content of brand communicationWith the development of science and technology in recent years, media environment changing, new media develop, traditional media decline. Integrated marketing communication has become the best choice of enterprises. With the case of "A" company, the retail market of the finished oil integrated marketing communication strategies are discussed, for social media interactive communication emerging, and terminal propagation.It can be said that the exploration of brand communication of oil retail market is in the initial stage. The Analysis of the brand communication strategy of A company, also can be hoped to promote domestic oil retail enterprises brand building as a reference value.