Based On Marketing Theory4V ZYBP Oil Company Marketing Strategy Optimization Research

Since China’s accession to the WTO, foreign capital continuously in the domestic refined oil market, at the same time of intensified market competition, also promoted the oil industry, and standardize and perfect gradually. Since2009, China began to implement domestic oil prices and international pricing mechanism of "integration", brought the good development opportunity for the retail enterprise. But at the same time, an increasing number of domestic gas station, has formed the state-owned, private, joint venture "three-pillar" competition, how to develop the suitable for their own marketing strategy has become a competitive advantage position priority. Based on this, in this paper, by way of case analysis, selection of the joint venture company-ZYBP oil Duangdong branch as the research object. Based on the research of the marketing theory, use4v marketing model for the subsequent marketing strategy optimization, in order to operate in the future, has certain guiding significance in enhancing its competitive advantage.In this paper, by using the theory in the study and implementation of the technique of combining, first for the evolution of marketing theory has carried on the detailed introduction,4P and4C,4R,4V, advantages and disadvantages of the existence of a thorough analysis of marketing for the follow-up in ZYBP oil companies to build model and strategy of optimization of laying the groundwork. Secondly has carried on the detailed summary to the development of domestic refined oil market, and use the Porter five competitive model structured analysis of domestic refined oil market, sums up the basic characteristics. Again, to ZYBP company present situation and exist in the marketing of refined oil retail deficiency, and by using SWOT analysis tool, deeply analyzes the market situation of company, put forward the future development strategy. Finally, on the basis of the research on marketing theory4V, combined with the characteristics of the refined oil retail market and ZYBP oil company’s actual situation, to build the company’s marketing4V model. Concrete from differentiation, functional, and added value, empathy four parts was put forward, in order to provide some useful reference value for ZYBP company. In addition, in order to ensure that the marketing strategy can be successfully implemented in ZYBP company, also from the aspects of organization, system, resource, three put forward to the smooth implementation of marketing strategy of security system.In this paper, through on-the-spot investigation in ZYBP oil company, to obtain the data sorting, analysis, combined with the practical experience of other good company and4v model, puts forward some Suggestions of the future marketing optimization, in order to ZYBP company marketing management to provide effective reference for the future. On its competitive power, expand the market share will have important reference value.