Research On The Development Strategy Of Traditional Petroleum Sales Enterprises Based On The Method Of Competitive Intelligence

Competitive intelligence is of great significance to the development of enterprises,which directly affects the formulation of enterprise development strategy.This paper expounds the application status of competitive intelligence in enterprise management at home and abroad through literature analysis,And D traditional oil sales enterprises as the research object,Based on the theoretical knowledge of competitive intelligence and strategic management,the current development status and current strategic mode of company D were investigated to find out the existing problems in its current development.PEST analysis and porter's five forces model are respectively applied to analyze the external macro environment of the oil industry and the competition of the refined oil sales industry.Find out the advantages and disadvantages of company D in the current environment,and then find out the development strategy most suitable for company D from the three competitive strategies of total cost leadership strategy,target clustering strategy and differentiation strategy.It comes to the following conclusion: D.Traditional oil sales enterprises are more suitable for differentiation strategy.After determining the strategic direction,the author analyzes and plans the strategic objectives of D company in the next five years,and expounds the objectives from five aspects: non-oil products,business areas,quality service,brand image and human resources.Finally,the paper puts forward specific implementation strategies for the above five strategic objectives,so as to provide corresponding strategic guarantee for the implementation of differentiation strategy.The innovation of the research lies in:First.at the present stage,scholars have done little research on the competitive intelligence strategy of traditional oil sales enterprises,so there is a certain blank in this direction,Therefore,the research of this topic has certain innovation,which can make up for the deficiency of relevant research.Second,this paper does not mechanically copy the existing strategic theories,but combines competitive intelligence to carry out field investigation and multi-party research,and improves the innovative development model on the existing resources that enterprises can use,and proposes feasible innovative development strategies that are both suitable for enterprise development and in line with local policies.