Product Oil Marketing Strategy Research Of CNOOC H Marketing Company

Entering 21^st century,China's petroleum market has expanded rapidly,the market rivalry intensity became higher.Selling petroleum products are the key component of cash generating process for refining industry.To formulate the effective marketing strategy and diversify the conduct tools are vital for the company to keep competitiveness.In this study,the author takes H Company from CNOOC as an example to investigate the potential market strategies based on the theoretical principles and management analytical tools.In fact,CNOOC has restructured its petroleum sales functional units into three large regional centers as South,East and North in order to cope with the growing competition.The outcomes from this study mainly includes three contributions as below.Firstly,PEST analysis shows even the political,economic and social factors do support the market growth in a short term,the emerging breakthrough technologies may make potential impacts on slowing down the market demands in China.Secondly,Porter's Five Forces analysis illustrates a picture of more and more foreign oil companies are becoming new entrants,the market competition is more dynamic.Thirdly,by doing SWOT analysis this study points out that CNOOC holds certain competitive advantages on stable resources input and local dominant position,however the late entrant disadvantages are reflected on retailing system.Based on these findings,the author formulated the marketing strategy from aspects of products,prices,channels,promotions and supply management?4P+1?model.As a result,this study suggests CNOOC should capture the opportunity of petroleum market reform,which is carrying out in China today,modify its marketing strategy to secure more market shares and enhance retailing capability.Finally,this study is also provided a meaningful reference material for other petroleum sales companies on strategy development.