在成品油销售市场竞争愈发激烈的形势下,成品油销售企业应创新市场营销战略,提升企业核心竞争力。随着国内成品油市场的逐步开放,竞争主体呈现多元化,尤其是壳牌、道达尔、BP等跨国石油巨头纷纷发力中国市场,油品趋于同质化、利润空间的缩 Under the increasingly fierce competition in the refined oil sales market, refined oil sales enterprises should innovate their marketing strategies and enhance their core competitiveness. With the gradual opening up of the domestic refined oil market, the main players in the competition are diversified. In particular, multinational oil giants such as Shell, Total and BP have made great efforts in the Chinese market. Their oil products tend to be homogenized and their profit margins shrink