The Refined Oil Marketing Strategy Research Of S Company's Gas Station

Refined oil has always been an important composition of China's economy due to its special nature and attribute.As the continuous reformation of marketization goes on,the competitions have become more and more fierce among the local refined oil sales enterprises,which drives the effective marketing strategies to be one of the priorities for them to pursue long term stable development.This article has chosen company S,located in Beijing and representing normal domestic sales companies of refined oil,as a real case study,to discuss their current issues in regards to marketing and services through investigations on site along with interviewing experts and scholars,analysis of sales data,marketing situation and competition information.In the paper,by using PEST and SWOT to analyze the marketing environment surrounding S,and applying STP to target the market,eventually it will achieve diverse strategies including multiproduct operations,price mechanism based on areas and customers,internet utilization,holiday promotions,gasoline station sales campaignand differentiations in aspects of product,price,place,promotion and services,to remedy company S's marketing disadvantages and improve it's competitive edge,and in the mean time to set up an example as future reference for other companies in the industry.