Research On Precision Marketing Of Refined Oil Market Of PetroChina H Sales Company

The deepening process of globalization has brought great impact on the operating environment of enterprises.With its advanced technology and management level,large international oil companies have rapidly expanded their overseas markets and intensified market competition in the oil product industry.With the gradual opening of China's refined oil industry policy,the industry monopoly has been broken gradually.Private enterprises and foreign-funded enterprises have also entered the domestic refined oil market.The market competition has become increasingly fierce,and PetroChina's refined oil sales business has also been squeezed.Besides,the arrival of the era of Internet plus not only has a profound impact on the social and economic structure and industrial structure,but also impacts the traditional marketing concept and marketing mode.With the thinness of oil product sales,the maturity of new energy development and the diversification of customer demand,how to change marketing thinking,innovate marketing mode,utilize advanced technology such as big data and artificial intelligence to tap huge data resources of oil product sales industry,and provide accurate marketing and customized marketing solutions for customers has become an urgent problem for oil product sales enterprises Question.n this context,this paper takes CNPC h sales company as the research object,through the analysis of the macro marketing environment and industry marketing environment of the product oil of CNPC h sales company,puts forward the precise marketing strategy of the product oil of CNPC h sales company,and formulates the specific measures to ensure the smooth implementation of the precise marketing strategy.Based on the relevant theories of marketing and precision marketing,this paper defines the research basis and key points;analyzes the macro marketing environment of refined oil products of CNPC h marketing company from four aspects:political environment,economic environment,social environment and technical environment;analyzes the competition of existing competitors,potential new entrants in the industry,bargaining power of suppliers,bargaining power of customers,and substitution This paper analyzes the industrial environment of refined oil products of CNPC h sales company from five aspects of product threat;on this basis,it putsforward the precise marketing strategy of CNPC h sales company's refined oil market from three aspects: building an information service platform relying on big data technology,focusing on the analysis of customer decision-making behavior,and building an intelligent gas station;finally,it makes refined oil products of CNPC h sales company The guarantee measures of quasi marketing strategy are carried out from the following aspects: establishing modern marketing concept,optimizing marketing organization structure,improving the quality of marketing team and strengthening enterprise information construction.