新形势下我国石油市场营销策略探析

Chinese Oil Marketing Strategies

我国加入WTO,中国石油市场将逐步对外开放,我国石油公司将面临巨大的压力与挑战,及时调整营销策略对我国石油企业具有重要的意义。从宏观上看,我国石油供给和需求不平衡,从微观上看,国内石油公司的营销能力较弱,存在成品油销售网点严重不足、企业缺乏竞争意识等问题。我国石油企业要想抵御跨国石油巨头的冲击应从网络、品牌、人本、科技、绿色和合作等方面进行市场营销。

China has already opened the oil market after the access to the WTO, Chinese oll companies have to face the intense competition.It is very important to adjust the marketing strategies to meet the challenges brought about by the access to the WTO. The paper analyses Chinese oil marketing tactics tenms of integer marketing, brand, human resource, techniques,rant protection, and cooperation,