Study On Strategy Of Business Development In DBQ Sales Branch Of Petrochina

Petroleum,known as the blood of industry,is a strategic resource related to the lifeline of national economy and national security.With the spread of COVID-19 and the continuous low price of crude oil,the global economy has accelerated to decline,the domestic economy has also declined significantly,and the demand for refined oil has shrunk seriously.The rapid development of clean energy technology has also reduced the demand for refined oil,and the situation of oversupply has become increasingly serious.Therefore,oil product sales enterprises are facing great pressure.Especially,the state has implemented a series of measures to expand the opening-up,such as optimizing the business environment and reforming the management and service,which has made the main body of the oil product sales market more diversified and the competition more intense in recent years.The sales volume and profit of some oil product sales enterprises have decreased continuously and rapidly,which has brought severe challenges to the sustainable development of enterprises.Therefore,it is of great significance to conduct the research on the development of refined oil sales business under the current oil product market environment.Taking Petro China DBQ sales branch as an example,this paper analyzes the internal and external environment of the company by means of literature review research,qualitative and quantitative analysis and investigation,and puts forward the business development strategy suitable for Petro China DBQ sales branch,which provides a theoretical support for the development of refined oil sales business under the current oil product market environment.Firstly,this study reviews the research status of enterprise development strategy at home and abroad through literature research,which provides a theoretical basis for this study.Secondly,PEST analysis,Porter's five forces model and other strategic analysis tools are used to analyze the macro and industrial environment of the branch.Additionally,the external factor evaluation matrix is established and the VRIO framework was used to analyze the core competitiveness and internal environment of the company.Eventually,the internal factor evaluation matrix is established.The comprehensive evaluation results show that the development of the enterprise is slightly higher than the average level of the industry.The formulation of the company's business development strategy provides a practical basis.Thirdly,based on the SWOT matrix analysis,the branch company should take advantage of its own brand,integration and sales channels,seize the opportunities of economic development,policy opening and immature new energy technology,make up for the weakness of weak logistics awareness and logistics optimization lag,reduce the adverse impact of threat factors,make development strategy choices,and then formulate the DBQ suitable for Petro China Sales branch business development strategy.Finally,this study puts forward the measures of human resources,capital guarantee and operation management to ensure the realization of the business development strategy of the branch company and achieve the sustainable development goal of the company.