Study On The Marketing Strategy Of The Finished Oil Retail Market Of China Petroleum Kara May Petrochemical Marketing Company

With the development of science and technology,the popularization of machinery and equipment,the role of petroleum in industry is more and more prominent.Standing on the basis of today,we can see that petroleum is an important energy material in China’s industry.According to a large number of literature and reference data,we can see that the current situation of China’s oil market is the high frequency of the two extreme states of oversupply and oversupply.The oil market operation mode is related to the stability of the market and the development scale of the oil market,so the oil market operation mode is the vane of the market,marking the trend of the market,enterprises should always adjust their marketing strategies.By considering the status of the enterprise,marketing model and other key factors,in order to better elaborate the theme of this article,the author selected Ramayi Petrochemical Company,located in Xinjiang,the company plays an important role in the Xinjiang oil market,while in the oil market has a firm foothold,has a good brand effect,select The study of the company makes the petroleum related enterprises how to develop and improve their own strength in the market have an important role,so that the subject of this paper is more convincing.On the basis of the selected research object,this paper makes a concrete analysis of the operation and marketing means of Karamay Petrochemical Company by the methods of case analysis and normative analysis,literature analysis and macro and micro analysis,combining with the relevant theories of economics,and through reading a large number of documents and consulting.Find relevant information on the company’s marketing strategy to put forward reasonable suggestions and actual situation analysis.The introduction part of this paper explains the background,significance and research ideas and methods of the paper,and briefly expounds the research status of relevant literature at home and abroad.The second chapter focuses on the theoretical methods that this paper needs to use in the study.It elaborates 4P marketing theory,PEST external environment analysis theory,five force analysis model and STP theory respectively.The third chapter analyzes the current situation of the development of international refined oil and domestic refined oil.The price of international refined oil keeps rising.In 2008,the price of oil has risen sharply.With the expansion of market competitiveness in China,the price of refined oil has also risen,and the price of domestic and foreign refined oil has changed relatively greatly.In addition,this chapter also introduces the sales situation of the product oil of Karamay Petrochemical Company,from the specific situation of Karamay Petrochemical Company to the sales situation of the product oil of the company,and expounds the operation status of the company.The fourth chapter is the elaboration of the marketing environment of the product oil of Karamay Petrochemical Company.The political,economic,scientific,technological and social environment in the external market is explained by PEST theory.The competitive relationship among the enterprises in the product oil industry is analyzed by using the five-force model.It is pointed out that the product oil of Karamay Petrochemical Company faces in the marketing market.It is not only an opportunity but also a challenge.Firstly,the STP theory is used to determine the target market selection and market positioning of Karamay Petrochemical Company,and the direct distribution market of finished oil is divided in detail.Under the actual situation of the development of the enterprise,the suitable market target and the right way to enter the market are selected,and then from the product,price and promotion.This paper briefly expounds the current marketing strategy from four aspects of channels and points out the problems existing in the implementation of this strategy and its disadvantages compared with other enterprises,which are mainly embodied in the backward quality of product service,the inflexible pricing mechanism,the simplicity of export channels,and the promotion of products.Sales,means are relatively single,not enough activity,the current marketing strategy to a certain extent restricted the sales of refined oil products of Karamay Petrochemical Company,but also not conducive to the interests of enterprises.Therefore,the sixth chapter is aimed at the problems in the marketing strategy and put forward some optimization countermeasures,in the product strategy,the implementation of gasoline and diesel products strategy and new product strategy,with diversified products to attract consumers;in the channel strategy,optimize the layout of retail network,and the management of self-service gas stations;in the promotion of sales.In the pricing strategy,we should actively implement the pricing criteria and price system of refined oil to form a new competitive advantage in price.Through these marketing tools,the further development process of Karamay Petrochemical Company will also start,and set an example for other oil-related industries.The seventh chapter is the summary of the full text and the prospect of the company’s future development.If Karamay Petrochemical Company wants to develop in an all-round way,it must formulate correct and suitable marketing strategy from four aspects of product,pricing and promotion,and channel.Only in continuous innovation,can the enterprise be invincible.