A Study On Jilin Zhongyuan Petrol Company’s Marketing Strategy

Ever since the opening of petroleum products market private petroleum companies have obtained great opportunities of growth. The state-owned petroleum companies and the international petroleum tycoons have occupied advantageous positions basing on their prestigious resources. Under monopoly of large state-owned enterprises and faced with advanced managerial experience of foreign tycoons, private companies should study carefully the marketing environment concerning political-legal, economic, social-cultural, technological, demographic and natural variables and the company itself, supplier, competitor, consumer and public as micro marketing environment. Basing on marketing environment analysis, can the company tell those important variables for business development and thus put forward marketing strategies of strategic importance. The company can also meet various requirements to guarantee the carrying out of marketing strategies.To be specific, Zhongyuan Petrol Company should first of all segment the market and target at the group of customers with similar need and want among various customers. Serving such groups of target market can match the company’s resources. In order to take in the target market the company should position its products and brands to offer specific benefits to customers and to be differentiated from competitors. The company should also try to beat down products and brands in competition. The specific appeal of benefits and interests provided should be true-to-fact promise and be highly differentiated from competitor’s. Most important of all the appeal should occupy a certain position in the mind of consumers and be well accepted. To position the brand the company should pay great attention to point of difference and point of similarity. Point of difference stresses the uniqueness of product and brand in characteristics and benefits, which are absent in competitive product and brand. Point of similarity stresses that certain characteristics and benefits are common in all competing brands within the same product category, which are forceful in combating competitors by destroying their point of difference.Besides STP strategy Zhongyuan Petrol Company should also pay attention to branding and customer relationship management. Building a strong brand means to increase the value embedded within and improve consumer experience. The brand should highly identify with its target customers. Brand communication should be standardized and integrated. The company should increase interaction with customers through customer-brand relations and thus increase brand equity.In order to well carry out the marketing strategy Zhongyuan Petrol Company should work on organizational mode, human resources management and information system. The company should optimize ownership and management framework, standardize business management. Human talent is the ultimate driving power for business development so the company should build a team of technical staff and marketing talents and work on establishing effective incentive system and building organizational culture. The company should also invest in management information system and take scientific method so as guarantee scientific decision making and carry out marketing strategy.