The Research On Development Strategy Of SH Fuel Oil Co.,Ltd.

Oil is regarded as the lifeblood of the national economy.During the 14 th five-year plan period,China plans to increase refining energy by nearly 100 million tons,which may become the world’s largest refiner.While the supply capacity of refined oil products continues to increase,the demand-side growth rate of refined oil consumption in our country is slowing down,and the apparent consumption growth rate is obviously declining.Shandong province is a major province in the production and consumption of refined oil products.There are many local refineries and sufficient resources supply.The number of gas stations in the province exceeds 10,000,accounting for about 10% of the total number of gas stations in the country.The competition in the gas station industry is extremely fierce,is the leading indicator of the national refined oil market.SH Fuel Oil Company’s main business is engaged in the wholesale and retail of refined oil products in Shandong province,the company’s more than 60 gas stations once became a gas station three kilometers around the first choice of commercial vehicles refueling.In recent years,with the change of internal and external environment,SH Fuel Oil Company’s current strategy can not fully meet the needs of enterprise development,how to survive and develop has become the most concerned issue of all staff,it is urgent to optimize the development strategy and adjust the function strategy according to the company’s orientation and goal,and promote the successful transformation,upgrading and healthy development of SH Fuel Oil Company.This article takes SH Fuel Oil Company as the research object.First of all,from the enterprise profile,organizational structure and staff of the three aspects of the company’s profile,and from the company’s sales,financial and operational status of the three dimensions of the company’s development of the status quo described in the interpretation of SH Fuel Oil Company based on the current strategy,this paper analyzes the implementation effect of the strategy and finds out the existing problems of the strategy,mining the causes of the problems.Secondly,PEST analysis,Porter’s five forces model analysis and SWOT analysis are carried out to summarize the advantages and disadvantages of SH Fuel Company’s operation and development,and the development opportunities and challenges it faces.Thirdly,on the basis of the environmental analysis,the paper puts forward the optimization direction of the two general strategies: the light assets strategy and the limited diversification strategy,it also puts forward five functional strategies: innovation strategy,supply chain strategy,brand management strategy,marketing strategy and human resource strategy.Finally,to ensure the implementation of the overall strategy and functional strategy,this paper puts forward the guarantee measures of strategy implementation from five aspects: organization and culture,salary and incentive,information system construction,risk management and process control.