Z公司煤制柴油产品市场营销策略研究

发布时间：2018-01-19 09:52

本文关键词： 煤制柴油营销环境营销策略　出处：《宁夏大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济不断发展,中国对能源的需求量也在逐渐增长。“富煤、贫油,少气”的资源特点,使得我国的能源结构中,煤炭资源的比重超过70%。近年来我国原油对外依存度大幅攀升,2016年已经达到65%,石油产需矛盾日趋尖锐,单靠石油开采或进口已不能满足发展的需要。大力发展煤制油产业,将我国的煤炭资源转化为油田,开拓新的液体能源来源,降低对石油的依赖度,对保障国家能源安全意义重大。Z公司作为成品油行业的一股新力量,且Z公司位于我国的西北地区,距离华东、华南等目标消费市场较远,运输成本过高,品牌效应相对较弱。因此如何在竞争激烈的成品油行业市场中脱颖而出,建立自己的品牌特色,从而提高Z公司煤制柴油产品在市场中的竞争力将是本文研究的重点,本文运用PEST模型、波特五力分析模型、4P模型对Z公司所处宏观环境、行业竞争环境进行了详细分析,并对本企业所生产的煤制柴油的产品特点、优劣势进行了分析,从企业发展的长远性角度出发,提出打造具有Z公司特色的煤制柴油产品的营销策略,力求在新产品产出之际能够顺利上市销售,满足客户的需求,为本企业创造价值,在激烈的市场竞争中具有一定的市场占有率和影响力。
[Abstract]:With the continuous development of economy, China's energy demand is also gradually increasing. "rich in coal, lean oil, less gas", the characteristics of resources, make our country's energy structure. The proportion of coal resources is more than 70. In recent years, the degree of external dependence of crude oil in China has risen significantly, in 2016, the contradiction between oil production and demand has become increasingly sharp. Relying on oil production or import alone can not meet the needs of development. Vigorously develop the coal-to-oil industry, transform our country's coal resources into oil fields, open up new sources of liquid energy, and reduce dependence on oil. As a new force in the oil product industry, Z Company is located in the northwest of China, which is far away from the target consumer market such as East China and South China, and the transportation cost is too high. Brand effect is relatively weak. So how to stand out in the competitive oil products industry market and establish its own brand characteristics. In order to improve the competitiveness of diesel products made from coal in Z Company in the market will be the focus of this study, this paper uses PEST model, Porter five-force analysis model 4P model to Z company in the macro environment. The competitive environment of the industry is analyzed in detail, and the product characteristics, advantages and disadvantages of the coal diesel produced by the enterprise are analyzed, starting from the long-term development of the enterprise. This paper puts forward the marketing strategy of the coal diesel products with Z company's characteristics, and strives to be able to go on the market and sell smoothly when the new products are produced, to meet the needs of the customers and to create value for the enterprise. In the fierce market competition has a certain market share and influence.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.72

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