The Study On Competition Promotion Strategy Of Dongguan Petroleum Company

With the rapid development of economy in China during the past years, the automobiles are becoming common in many households. Consumption of petroleum-based products is increasing enormously. Thus, the competition of vehicle petroleum products in terminal market among domestic and overseas petroleum companies is intensifying. Dongguan Petroleum Branch Company of Sinopec Group (hereinafter referred to as the Dongguan Petroleum Company) is one of the leading suppliers for the consumption of petroleum products, and at forward position. TO win from the competitive market, the important thing for Dongguan Petroleum Company is to enhance and promote competitiveness. How to enhance competitiveness? Firstly, study the competition strategy. Secondly, analyze the operating environment of the Dongguan Petroleum Company. Finally, make correct, feasible and effective competitive promotion strategies. The competition strategy not only decides the basic direction of the enterprise management activity, but also enhances the enterprise’s competition power and push the company to develop. If does not have the correct and effective strategies to improve its competitiveness, enterprises will lack the guidance of direction. Without right direction, company’s operation would go wrong and company’s profits would be lower and lower. Thus, the study of Dongguan Petroleum Company has significant meaning.The purpose of this essay is to study Dongguan Petroleum Company’s competitive promotion strategy. From two aspects of theory and practice, this paper dopt various study methods such as comparison, analysis etc. Under the instruction of strategy management theory, the paper fully analyzes the internal environment, external environment and the operating environment, competitive environment and its own competition ability. Through the analysis, the paper finds the profound reason that affect the market competition pattern of oil market and the main problem that restrict the development of Dongguan Petroleum Company. In this paper, we also give some competitive promotion strategies, such as optimizing sales network, adding sale methods, supplying value-added service, to push Dongguan Petroleum Company to grow continually.This thesis is composed of seven parts; the first part introduces the research background, and purpose of the Dongguan Petroleum Compan’s competitive strategy, also the methods of research. The second part is a brief overview of the relevant competitive strategy management theory. Combined the foreign oil company and its gas station development, the third part of the paper analyzes the problems of the present situation of domestic petroleum companies. The fourth part describes the development situation of Dongguan Petroleum Company; using SWOT, Potter’s five forces such as strategic management theory to analyze the competition situation. According to the development situation of Dongguan Petroleum Company, The fifth part analyzes the main existing problems. The sixth part based on the above analysis, put forward the implementation of the Dongguan Petroleum Company main competitive strategy suggestions. The seventh part is the conclusion of the study and the prospect of Dongguan Petroleum Company.I expect that through the in-depth research and analysis, the outcome of this essay provides reference to Dongguan Petroleum Company’s developing strategy and operation direction. Meanwhile, it can be also used for reference to other petroleum and petrochemical sales company’s operation development.