Research On Marketing Strategy Of Petro China LN Sales Company

Affected by WTO and the reform of refined oil pricing mechanism,Chinese domestic oil prices have been in line with International oil prices gradually in recent years.Therefore,there is a new normal state featuring increasingly fierce competition in refined oil markets.As a provincial sales company affiliated to CNPC,LN sales company not only has to face the competition of state-owned oil product sales enterprises such as Sinopec and China Chemical Industry under the jurisdiction,but also suffers from the impact of many local private enterprises.Under such severe market and business environment,LN sales company needs to develop a set of feasible marketing strategies.Taking Petro China LN sales company as the research object,this paper discusses its marketing combination strategy from the perspective of basic theory and practice.This article first reveals marketing status and existing problems.Secondly,analyzes the marketing environment and finds out the opportunities,threats,strengths and weaknesses of the development of the company in some ways such as community economy,market demand,and competition status.Thirdly,it analyzes the existing market segmentation,target market selection and market positioning of the company by STP analysis method and finds out the key markets which company needs to open up.Fourthly,the marketing strategy of refined oil for Petro China Liaoning sales company is formulated by the Marketing Theory of 7Ps,in terms of product,price,place,promotion,people,process,physical evidence.Finally,corresponding safeguard measures should be taken to ensure the smooth implementation of marketing strategy.This paper aims to explore the possible directions of the future development of LN company through the analysis of its marketing theory.And then,it develops marketing strategies of each part to make LN sales company gain the sustainable advantage in competition.