Research On Wholesale Competition Strategy O F Refined Oil Product In Z Company

Since the reform and opening up,the refining industry of China has maintained rapid growth,refining capacity has been continuously improved,the problem of overcapacity in refining has become prominent,and shows an increasing trend,the refined oil market is gradually changing from the sellers'market to the buyer's market.In addition,non-open industrys have gradually opened up to foreign investment,and centralized unified planni ng management has been gradually deregulated,and access control seission spree for foreign oil products will be further liberalized in 2018.In August 2019,the General Office of the State Council issued the Opinions of the General Office of the State Council on Speeding Up circulation and Promoting Commercial Consumption.The 17 item says that expand market access to refined oil products and cancellation of the approval of the qualification of wholesale storage operation of refined oil The combination of internal and externa 1 causes will put Chinese finished petroleum industry in more finished petroleum industry in more intense competition.Z is a wholly-owned trading subsidiary of CNOOC,which is responsible for the sale and trade of oil in Hubei and chemical products in the central region.In the fierce competition of the refined oil market,Z company business also felt the impact of the market,how to adjust the strategy in a timely manner,tap their competitive advantage,determine the current situation of the wholesale competition strategy of refined oil products is the current problems faced by Z company.This paper uses literature analysis,field investigation and interview and comparative analysis to conduct competitive strategic research on Z company's wholesale oil products business.By using the Michael Porter five forces model analysis tool,we can get the competitive advantage of Z company's wholesale oil product business,and then compare the three basic competitive strategies,Overall cost leadership strategy,Differentiation strategy and Focus strategy,to conclude that Z company's wholesale oil product business should determine the differentiated competitive strategy.Finally,the specific implementation of different competition strategy used by Z company's wholesale oil products is analyzed by the value chain analysis method.This paper holds that,with the expansion of the control policy of our country's refined oil industry,the continuous development and utilization of new energy,the competition in the wholesale market of refined oil products will only become more and more intense,Z company's wholesale oil products business in the fierce competition to maintain a place,we must use scientific methods to work out the corresponding countermeasures.In the face of the existence of a variety of competitive factors,Z company can only continuously adjust its wholesale competitive strategy of refined oil products in a timely manner according to the actual situation,and it is possibleto constantly tap its advantages and maintain a good operating position.So that enterprises in the short and long term can get better profit results.