关键词: 成品油, 市场竞争行动, 成品油市场营销, 市场防御方式, 市场进攻方式

Abstract:

The finished oil market in China has rapidly developed in recent years，which has led to diversified market structure
and more intense competition. We interpreted the competitive actions in domestic finished oil market with analysis of enterprise
competitive action，competitor reaction，decision model of competitive response action and factors influencing competitive
action. Then based on related theory and research achievements，we determined market defense and offense as the measuring
factors of finished oil market competition action. We conducted a survey among 305 of the staff from five finished oil marketing
enterprises，and analyzed the data of the qualified returned questionnaire with SPSS17.0. The research results showed that
sorting and analyzing finished oil market competition action from the perspectives of significance，effectiveness and preferences
is helpful for finished oil marketing enterprise decision-makers to make judgment and to take competitive strategies suitable for
enterprise development. We hope this research can offer some reference for domestic finished oil sales enterprises to effectively
participate in market competition.

Key words: finished oil, market competition action, finished oil marketing, market defense, market offense