Research On Management Strategy Of Refined Oil Major Clients Of Sinochem Group S Company

As the refined oil industry enters the era of low gross profit,the competition in the refined oil sales market is increasingly fierce.Sinochem Group S Provincial Company as a market follower fully realizes that the performance of the wholesale trade sector contributes a lot to the company's performance.In order to seize market share,it adopted an expansion-oriented development customer strategy of “first deployment,re-layout”,and the number of customers surged.Due to the lack of large customer management methods,strategies,personnel and technology,the management of large customers has been extensive,resulting in the lack of targeted marketing strategies for large customers and the loss of major customers.In order to solve the current situation that Sinochem S Provincial Company is in a competitive disadvantage due to the lack of a large customer management strategy in the S-provincial refined oil market with abundant resources and increasingly fierce competition,eliminate the lack of large customer classification results as the basis for customer management and marketing strategy.The adverse effects,proposed large-customer grading management recommendations in line with the company's development needs,and develop an effective wholesale trade major customer management strategy to serve the marketing strategy formulation.First of all,on the basis of fully understanding the development status of the refined oil industry and the socio-economic environment of the province,the market environment of the refined oil wholesale trade in S province is analyzed.Secondly,it analyzes the current situation of the marketing strategy of Sinochem Group S company and finds the root cause of the lack of marketing strategy for big customers.Thirdly,it analyzes the status quo of the management of major customers in wholesale trade and the reasons for customer loss,and finds the problems existing in the hierarchical management of customers and the needs of wholesale trade customers.Next,based on the actual needs of the company's business management,establish a customer base classification model to base the customer's depiction.Then,based on the real business data of the company's wholesale trade sector,using SPSS data analysis software,using the improved version of the RFM model,namely the RFAT model,K-means cluster analysis,the cluster analysis results of the wholesale trade major customers.Finally,combined with the results of cluster analysis and the characteristics of actual customers,the management strategy and support recommendations for large-scale wholesale trades that meet the development needs of the company are formulated.