Research On Marketing Strategy Of ZS Company’s Refined Oil Marine Transportation Business

With the process of globalization and the rapid development of information technology,the product oil marine transportation industry is facing an increasingly competitive environment,which has a huge impact on the traditional marketing methods and management concepts.In particular,the implementation of the "the Belt and Road" initiative has further promoted the international seaborne trade of refined oil products.In the face of the market for the seaborne transport of refined oil products with good development prospects,many maritime transport companies have joined the competition and started to design and optimize marketing strategies as an important strategic development direction.ZS Company is a leading enterprise in the refined oil marine transportation industry.Facing the new opportunities and challenges,ZS Company urgently needs to develop appropriate marketing strategies to stimulate new development potential.Considering that ZS Company is currently facing a competitive market environment,this study is based on STP marketing theory and 7Ps marketing theory,through combing domestic and foreign research literature,using questionnaires,SWOT analysis and other methods to study the marketing strategy of ZS Company’s refined oil transportation business.Firstly,it analyzes the marketing situation and marketing environment of ZS Company’s refined oil marine transportation,including company profile,organizational structure,main business and market strategy;The marketing environment includes macro environment analysis,competitive environment analysis and customer satisfaction analysis.Secondly,use SWOT analysis to identify the strengths,weaknesses,opportunities,and challenges faced by the current company;Thirdly,determine the market positioning of ZS Company’s marketing strategy for refined oil transportation business,and based on the results of the questionnaire survey,based on the 7Ps theory,design marketing strategies from seven dimensions: product,price,channel,promotion,people,physical display and process.Finally,in order to ensure that the marketing strategy can be smoothly promoted,corresponding safeguard measures should be formulated based on the characteristics of the maritime transportation team to ensure that the marketing strategy can be smoothly promoted.The research finds that ZS Company still faces problems such as imperfect marketing measures,poor service quality of marketing staff,lack of differentiated services,imperfect pricing mechanism for refined oil transportation,lack of sound staff training mechanism,serious brain drain,and insufficient market development ability.Based on the strengths,weaknesses,opportunities,and challenges currently faced by the company,it further points out that the company is suitable for adopting the ST strategy.In order to optimize the marketing strategy of ZS Company and improve its operating profit,marketing strategies are designed from seven dimensions: product,price,channel,promotion,people,physical display and process.Develop corresponding safeguard measures from three aspects: improving the employee incentive and assessment system,creating high-quality marine transportation teams,and accelerating the digital transformation of marine transportation marketing strategies to ensure the smooth promotion of marketing strategies.With the comprehensive opening of China’s logistics market and the orderly implementation of the reform plan of state-owned enterprises,the company is facing a more severe competitive situation than before.Especially with the advent of the post-epidemic era,the economies of all countries have gradually recovered,the international economic competition has intensified,and the demand for energy has gradually increased.In the context of great changes in the world’s refined oil shipping business,studying the marketing strategy of the refined oil shipping business is conducive to promoting the strategic transformation of traditional ship fuel supply enterprises,thus driving the healthy development of the entire industry,and also providing reference and reference for the optimization strategy of ZS’s ship oil supply business and the development direction in the next stage.