| With the status of the international economy, US dollar appreciation, the plummeting of the price of crude oil in the world, and European debt crisis that have resulted in the compression of bulk commodity, the space for profit of refined oil enterprises in our nation had been dramatically suppressed, so how could the enterprises remain invincible within the fierce market? This is an important topic to be researched by enterprise managers. Since the establishment of the Guangzhou GB Company in 2003, it has built its brand and influential power in the south area of China within the industry of oil product storage. The company has rather strong ability to gain profits and sine Phase â…¡ of the Company was put into operation in June 2013, the profit has been reduced due to the increasing of rigid cost and effect of the current grand environment, so the survival and development had been seriously threatened. Therefore, according to the changing of the environment for the operation of Guangzhou GB Company, it is of very important practical meaning to design a kind of marketing strategy for the development and improvement of the competitiveness of the enterprise.This article has adopted the PEST method to conduct analysis on the macro-environment of the market of refined oil, the "Five-force Model" to analyze the environment for the competition in the industry, and the SWOT analyzing method to set up the positioning of Guangzhou PB Company in the market and prepare corresponding schemes for marketing strategy. The conclusions thus obtained include that Guangzhou GB Company has opportunities (O) brought by the policies of "One Belt One Road" and "Nansha Free Trade Zone" increasing commercial opportunities within the market and the amount of consumed vehicles, faces threats (T) including the plummeting prices of the crude oil, sluggish status of bulk commodities, and the supply of refined oil exceeding the demand; in addition, it has advantages (S) including the reputation of brands accumulated for many years, good condition of yards in the warehouse area, powerful financial strength as well as disadvantages (W) of lacking of sufficient flexibility, weak team for operation, no competitiveness in the incentive mechanism and the informationization of management having not caught up with it, etc.The target market of Guangzhou GB Company studied in this article includes the users of gasoline, diesel, and fuel oil used by boats and the positioning of the market is for the users obtaining oil from BP storage. The marketing strategies consist of brand strategies, flexible pricing strategies, differentiating strategies, and comprehensive servicing and marketing strategies as well as channel strategies. The specific strategy guaranteeing measures include the improvement and perfection of the construction of systems, the adjustment of the current organization structure, further reduction of the cost for financing, optimization of the current team of human power resources, introduction of professional talents, and promotion of the construction of informationization so as to enhance the efficiency of management.The deficiency of this article mainly lies in that the analysis focuses on qualitativeness instead of quantitativeness, the competitors and maco-environment researches were mainly obtained through online information and annual report data of this enterprise, and the collected materials of the overall operation of this Company is not sufficient enough. The issue for further step of research is how to enhance the level of human power resource management, expanding the market shares through brand output, purchase or participating in the channels of the downstream oil stations, and make use of the current storage area conditions to implement the overseas resources import facilitating the whole sale of refined oil as well as other issues. |
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