Research On Terminal Network Construction Of Refined Oil Sales In Shenhua Coal Oil Chemical Co.,Ltd.

The overall energy structure of China is characterized by "rich coal,less oil and lack of gas",and coal resources play an important role in energy consumption in china.Energy is an important strategic resource for national economic development,China's dependence on oil resources is high,In 2016,China's crude oil imports reached a peak of history,the total import volume was 3.81 tons,up 14% over the previous year,has surpassed the United States as the world's largest oil importing country.The contradiction between the increasingly large energy demand and the fragile energy supply has posed a serious threat to China's energy security.Refined oil consumption increased year by year,promote some enterprises in China use coal instead of oil projects(i.e.coal oil projects),to ease the oil supply pressure,which can ensure the long-term rapid and reliable energy supply of China's rapid economic development.In this paper,Take Shenhua Coal & Petrochemical Co.,Ltd as an example,firstly comparatively analyzes the domestic and foreign market environment of refined oil sales,and analyzes carefully the retail market environment of refined oil in Inner Mongolia Autonomous Region.next analyzes the sales terminal from current situation of the gas station construction and oil distribution network construction in Shenhua Coal Chemical Co.,Ltd,through the analysis of the coal oil sales SWOT and five forces model can see Shenhua coal oil has its own advantages and opportunities,but into the market Competition is also more intense;and then draw lessons followed by the United States,Germany and the UK oil sales terminal construction experience for the Shenhua coal oil sales construction;finally,through the concept of coal oil sales terminal construction,the paper puts forward the specific terminal network construction path: sound marketing system,implement the overall planning,business model innovation,marketing differentiation,further subdividing the market and product positioning,integrating the retail terminal,Establishing and improving the retail network of refined oil.The construction of coal oil project is of great significance both from the enterprise level or national level.On the one hand,it is the diversified development of the enterprise's business level,which alleviates the downward pressure on the coal economy.On the other hand,it is in line with the trend of the state supply side reform,easing the regional coal inventory pressure,to promote regional economic development from different angles.