Research On The Marketing Strategy Of Hengyang Branch Of Sinopec Under The Environment Of The Double Oligopoly Market

From the last century 90 years, China's refined oil market system has a huge change. Sales of refined oil market from the initial plan to gradually shift to market model. Since China's accession to the World Trade Organization(WTO), China's refined oil sales market's participation in the composition is also quietly changing. From the initial state of the oil sales(PetroChina and Sinopec) to private oil sales, and finally to joint ventures, with the rapid development of science and technology, foreign energy companies have joined our country's oil market, combined with advanced technology and technology to better and more comprehensive in China's oil sales market share of a certain. But the market environment of refined oil is constantly changing, which makes the state-owned oil companies such as Sinopec, PetroChina feel the pressure from the industry. As a state-owned oil companies in the face of social pressure, their own problems also should be improved, so that the enterprise can better integrate into the rapid changes in the sales of refined oil market. Enterprise marketing strategy is the key to success,have also become a hot topic among enterprises.From the perspective of the current oil market in Hengyang area, the market is dominated by the two companies in the petrochemical, the two sides in the local market share of more than 90%, and have their own independent and complete product supply chain, in a double oligopoly business state. In Hengyang area, the market share of Sinopec is higher than that of oil, but the development of the oil is growing fast, but also the potential threat of private enterprises and multinational energy giants,the dominant position has been reduced year by year.Since the eighteen Party Congress, the social and economic system reform has been deepened, the market access mechanism is further liberalized, the enterprise competition is increasingly fierce, how to maintain and expand the market leader in Hengyang branch of Sinopec in the new period is the core issue of this paper. To this end, this paper based on the Hengyang area in the oil, Sinopec double oligopoly competition market status,comprehensive use of modern marketing analysis methods and tools,analysis of the Hengyang branch of Sinopec in the marketing strategy and the potential threat, for Sinopec to put forward constructive marketing strategy, help the long-term development of enterprises.From the last century 90 years, China's refined oil market system has a huge change.Sales of refined oil market from the initial plan to gradually shift to market model. Since China's accession to the World Trade Organization(WTO), China's refined oil sales market's participation in the compositionis also quietly changing. From the initial state of the oil sales(Petro China and Sinopec) to private oil sales, and finally to joint ventures,with the rapid development of science and technology, foreign energy companies have joined our country's oil market, combined with advanced technology and technology to better and more comprehensive in China's oil sales market share of a certain. But the market environment of refined oil is constantly changing, which makes the state-owned oil companies such as Sinopec, Petro China feel the pressure from the industry. As a state-owned oil companies in the face of social pressure, their own problems also should be improved, so that the enterprise can better integrate into the rapid changes in the sales of refined oil market.Enterprise marketing strategy is the key to success, have also become a hot topic among enterprises.