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1 10384 X UDC MBA

2 WTO

3 Abstract According to the promise after our country enter into WTO, our country will open the readymade oil retail market in the end of 2004 and open the readymade oil wholesale market in the end of 2006.The selling enterprise of readymade oil in our country will face the challenge and competition from multinational corporations. The retail marketing of our petroleum selling enterprise s gas station is the weakest link in the management of readymade oil for the influence of long-time planned system in past time. As an employee work in sale section of china petroleum &Chemical Corporation for long time, I have a responsibility for making efforts to the retail marketing of gas station of Petroleum Corporation. This thesis put the marketing of gas station of petroleum selling enterprise in our country as the main issue to research. Launch studying with the development the current situation and the main problem of petroleum selling enterprise in our country, combine the relative cases and practice to provide the politic suggestion for the above issue. The total thesis is divided into five parts. There are preface chapter one the chapter two chapter three and the ending. The preface introduces the development of petroleum industry in our country and the background of selling readymade oil, and make the questions to the current sales situation of the gas station; the first chapter introduces the trade background the competition structure and the develop trend in the future of gas station in our country; the second chapter analyze the current marketing situation and the main problem of the gas station of china petroleum & chemical corporation according to 7 elements which influence the serve marketing and the management of marketing organization; the third chapter is the main part of the whole thesis. By using the basis theory and management knowledge of enterprise marketing and combining the writer s over 10years work experience and marketing practice,he analyze the goal market marketing tactics channel construction and the organization of marketing management of regional company and also provide the suggestion; at last, the ending sum up the whole thesis. The keyword: petroleum; gas station; retail; marketing 3

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17 Degree papers are in the Xiamen University Electronic Theses and Dissertations Database. Full texts are available in the following ways: 1. If your library is a CALIS member libraries, please log on and submit requests online, or consult the interlibrary loan department in your library. 2. For users of non-calis member libraries, please mail to for delivery details.

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