Research On Marketing Stratege Of Sinochem Total In Tianjin

As an important strategic resource that affects the national economy and people’s livelihood,oil has always been the focus of attention of all countries in the world.China is also a major oil consumer.Petroleum products have penetrated into all aspects of China’s economy and society,and have an important impact on economic development and people’s lives.Therefore,the exploitation and sale of oil has attracted much attention in China.Along with the deepening of the marketization of the refined oil market,the competitive landscape of the Chinese refined oil market has also undergone significant changes.At present,in China’s refined oil market,the problem of excess oil resources is becoming more and more prominent.In addition,the deterioration of the environment and the emergence of new energy with alternative effects have also caused a great impact on the operation and development of refined oil sales enterprises.Coupled with the monopoly of two major state-owned oil companies,the transnational operations of foreign and joint ventures,and the increasing number of private enterprises entering the refined oil market,the market competition has become more intense.Sinochem Total Fuel Co.,Ltd.(referred to as Sinochem Total is a typical case of a joint venture entering the Chinese market.Sinochem Total was established in Beijing in December 2005.It is jointly owned by China Sinochem Corporation and the French Total Group.Investment joint venture.The company has made great progress in its business in China for more than a decade,but in the face of increasingly fiercely competitive environment,companies must also take it seriously.This article takes the company as the research object.Firstly,it introduces the company profile of Sinochem Total and the company’s current marketing strategy.Secondly,it collects relevant information of the company and the survey of the company’s current employees,and combines the questionnaire survey of customers to find out The company’s problems in the current marketing strategy.Then use PEST analysis method,Porter’s five-force model,and SWOT analysis method to analyze the macro-micro environment and advantages and disadvantages of Sinochem Total in Tianjin market.Finally,through the above investigation and analysis,the suggestions for improvement of Sinochem Total’s products,prices,brands and promotion strategies are put forward.At the same time,the safeguard measures such as optimizing the organizational structure,controlling costs and maintaining customer relationships are proposed.The implementation of the company’s marketing strategy provides a strong guarantee.The problems faced by Sinochem Total in the Tianjin market are also the problems faced by many foreign and joint-venture refined oil sales companies.I hope that the research and suggestions in this paper can provide some reference for the formulation of marketing strategies for other such refined oil sales companies.