Marketing Strategy Research Of The Design Institute In Oil Refining And Chemical Industry

With the rapid development of China’s economy,energy demand is increasing,the supply of petroleum products is increasingly tight,there are a number of Oil refining and chemical enterprises to expand the production capacity and a group of petrochemical production capacity of the new plan.With the gradually exposure of unreasonable industrial layout and environmental pollution problems,the state launched a series of relevant policies laws and regulations and guidance on industrial layout,safety and environmental protection,energy saving and emission reduction to guide the development of oil refining and chemical industry.As the main participants of refinery project construction,design institute in oil refining and chemical industry needs to adjust the marketing strategy in the development of the market.In addition,after the completion of the refining Industry structure of construction,there will be a small number of new refinery need to build and only some technical repair projects and small construction projects,the design institute in Oil refining and chemical industry will face increasingly fierce market competition.This article analyzes the external and internal environment of the design institute in Oil refining and chemical industry from the perspective of market development,using analysis method of PEST,Michael Porter’s Five Forces Model and SWOT.The 4Ps marketing mix model is used to explain the marketing strategy.The core of the article is in the fourth to sixth chapters,the main content is to give a detailed analysis from the design institute in Oil refining and chemical industry and the typical representative enterprise CE company case to determine the market development strategy.In the fourth chapter,the article analyzes the external macro environment of the design institute in Oil refining and chemical industry mainly from four aspects,the political legal environment(P),the economic environment(E),the social environment(S)and the technical environment(T)Model;and by virtue of Michael Porter’s Five Forces Model to make the competition environment analysis for the design institute in Oil refining and chemical industry from the new entrants threats in five aspects.In the fifth chapter,taking CE company as an example,SWOT analysis method is used to analyze the internal competitive advantage and disadvantage of CE company,as well as external opportunities and threats,and draw the matrix analysis table to analyze and determine CE’s suitable choice for the growth strategy,and to determine the CE of the company’s strategic positioning.In the sixth chapter,using 4Ps marketing strategy to enterprises in product,price,channel and promotion,that is to continue to consolidate the original market and a breakthrough in the new market area to improve the competitiveness of the regional refining design market,and in the crossover of upstream and downstream of the device,and associated device to achieve market share growth,relying on technology advantage to develop coal chemical equipment design market,on the premise of guarantee the domestic market to expand overseas market share,at the same time in order to design for the main business to expand project general contracting business.In the sixth chapter,it mainly elaborates the formulation,main strategy and implementation of the market development strategy.Hope that through this article on the refining design market research,it could play a positive role to the refining and design enterprises and planning into the refining design industry enterprises.