Research On Marketing Strategy Optimization Of Refined Oil In M Sales Branch

M company is a secondary company subordinate to Sichuan Sales Branch of China National Petroleum Corporation.It was established in 1972 and a municipal company in1994.In 1998,it was designated as China National Petroleum Group.In the development process of nearly 50 years,relying on state-owned resources,it has long become the main channel supplier of Guang’an refined oil market.With the rapid marketization of the refined oil industry,the entry threshold of the industry has been continuously reduced and capital from all parties has poured in one after another;Oil pricing is linked to the supply and demand of the international crude oil market and the domestic market,the pricing mechanism of state-owned enterprises is rigid,and the price policies of foreign and private enterprises are flexible.The two are in sharp contrast.The price strategy has become the main means of market competition between foreign and private enterprises;Sinopec and Yanchang shell continue to expand their network layout,and local enterprises gather strength to jointly create their own brands or participate in other brand cooperation to continuously optimize their image and enhance their competitive strength.In recent years,the market share of M company in Guang’an refined oil products has shown a downward trend year by year.In the operation and management,the problems existing in the marketing strategy have become increasingly prominent and need to be solved urgently.Firstly,the research background,research purpose and significance,research methods and research contents are analyzed in detail to lay the foundation for the follow-up research,and put forward the innovation of the paper.Secondly,through the literature research method,use the keywords such as marketing and refined oil marketing to search the databases at home and abroad to understand the relevant research status and theoretical basis.Thirdly,the current situation and existing problems of M company’s refined oil marketing strategy are analyzed through M company’s profile,internal interview and customer questionnaire.Then,it makes a comprehensive analysis from the macro environment,micro environment and enterprise SWOT of M company’s refined oil marketing,so as to provide direction and guidance for the later optimization of marketing strategy.Finally,the target orientation of marketing strategy optimization is determined by using STP theory;On this basis,using the "4P" classic marketing theoretical model,formulate optimization strategies one by one,and evaluate the effect of pilot implementation.Put forward three specific support measures for the implementation of internal marketing system and logistics system.The research shows that the marketing strategy of M company has poor product portfolio design and weak brand awareness;There is no differentiated pricing of products and the price competitiveness is weak;Insufficient offline channel layout and single online channel;The promotion scheme is not attractive and the publicity method is old-fashioned.Aiming at various problems in M company’s marketing strategy,this paper optimizes the strategy from different links,hoping to help M company adapt to market changes,improve its core competitiveness and market share,and realize the long-term and steady development of the enterprise.