Research On The Marketing Strategy Of PetroChina Shanxi Branch's Refined Oil Market

Refined oil is a strategic resource and important commodity for the rapid and steady development of the national economy.With the vigorous development of industry and the gradual improvement of people's living standards,the demand for refined oil in the country is constantly rising,and China has also developed into the world's second only to the United States.The second largest consumer of oil.China is in a critical period of economic transformation and development.Accelerating the trend of economic globalization and gradually opening up the domestic market have brought about a certain impact on China's refined oil consumer market.China's refined oil sales companies are facing increasing market competition and their own Pressures such as institutional reforms and improving competitiveness have become the main goals of its survival and development.Sinopec Shanxi Sales Company(hereinafter referred to as Shanxi Branch)is an important company responsible for the sales of CNPC refined oil products in North China.Since its establishment in 2009,after years of development,the refined oil market in North China has occupied an absolute market position and has formed a good brand image.Research on its refined oil marketing strategy is conducive to the company's improvement of its core competitiveness and guarantee of the company's market.Share.Therefore,this study takes the Shanxi branch as the research subject and the refined oil sales business as the research object.It first introduced the development status and operating conditions of the Shanxi branch company in terms of product and sales volume,channels,and market share,and found that the Shanxi branch company was in the finished product.There are some major problems in oil sales,such as poor pricing flexibility,inadequate staff training mechanisms,and low absolute wage levels.At the same time,the reasons were analyzed from the political,economic,technological,social,and competitive environments.Second,the strengths,weaknesses,opportunities,and threats of the Shanxi Branch's sales of refined oil products were analyzed;on this basis,products,prices,channels,promotions The five aspects of the service and the service were proposed,and finally the measures to ensure the implementation of the above measures were elaborated.Through the elaboration of this paper,it puts forward its own suggestions on marketing strategies for refined oil sales,and hopes to discuss it with other enthusiasts engaged in the refined oil industry,striving to make Shanxi Branch out of the predicament and find a way to development.