中国石油呼和浩特销售分公司非油业务营销策略研究

发布时间：2018-04-11 06:11

本文选题：非油业务 + 营销　；参考：《内蒙古财经大学》2017年硕士论文

【摘要】：掘金非油是新常态下中国石油公司转变增长方式、提质增效的必由之路。受要素成本上升、资源环境约束等因素限制,过去靠扩张加油站网络、增加油品销售等发展模式难以为继。加快两化融合,推动传统产业改造提升是当前我国构建产业新体系的重要内容。我国非油业务发展还处于起步探索阶段,与欧美发达国家相比,无论是在营业额和毛利占比,还是经营管理上都存在较大的差距。近年来,我国从政府到业界,都已认识到非油业务发展的战略意义,政策支持体系的日渐完善、非油业务发展理论体系日渐丰富、良好的市场发展环境,为我国非油业务快速发展提供了千载难逢的机遇。基于此,本文通过对中石油呼和浩特销售分公司非油业务发展实践展开研究,期望为我国石油公司加油站非油业务发展提供经验证据,加快我国非油业务转型发展。本文主要内容及研究发现如下:首先,交代非油业务营销背景,指出本文的研究目的与意义,重点通过梳理文献,找出本文的研究方向与研究基础以及拟采用的技术路线。其次,构建了石油公司加油站非油业务营销策略理论分析框架。基本廓清了石油公司加油站非油业务营销策略内涵,运用SWOT分析法剖析了中石油呼和浩特销售分公司加油站非油业务营销环境,并采用CCR-DEA模型实证分析了非油业务营销效率,结果发现:呼和浩特销售分公司加油站非油业务营销综合效率、技术效率及规模效率总体处于中等偏下水平;DEA无效年份均存在投入冗余、产出不足的问题;中石油呼和浩特销售分公司加油站非油业务营销综合效率与投入变量从业人员数、全年工资总额存在显著的正相关关系,与产出变量全年收入总额、销售利润率显著正相关。第三,提出了非油业务STP策略、4P' S策略应用方案。通过理论分析与实证分析相结合,厘清了中石油呼和浩特销售分公司加油站非油业务营销特点、存在的问题与原因,结合实证分析结论,提出了改进非油业务营销策略方案。最后,根据理论分析、案例分析和实证分析结论,从加强非油业务营销队伍建设、加大非油业务营销制度支持、加快非油业务电子商务发展三方面给出优化中石油呼和浩特销售分公司加油站非油业务营销策略的保障措施。
[Abstract]:Gold non-oil is the only way for CNPC to change its growth mode and improve quality and efficiency under the new normal condition.Due to factors such as rising factor cost, resource and environment constraints, the past development mode of expanding gas station network and increasing oil sales is difficult to sustain.Speeding up the integration of the two industries and promoting the upgrading of traditional industries are the important contents of constructing a new industrial system in our country at present.The development of non-oil business in China is still in the initial stage of exploration. Compared with the developed countries in Europe and the United States, there is a big gap in both turnover, gross profit ratio and management.In recent years, from the government to the industry, China has realized the strategic significance of the development of non-oil business, the improvement of policy support system, the enrichment of the theoretical system of non-oil business development, and the favorable market development environment.For China's rapid development of non-oil business provides a once-in-a-lifetime opportunity.Based on this, this paper studies the development practice of non-oil business in Huhhot sales branch of PetroChina, hoping to provide empirical evidence for the development of non-oil business in gas station of China's petroleum company, and accelerate the transformation and development of non-oil business in China.The main contents and findings of this paper are as follows: firstly, the background of non-oil business marketing is explained, the purpose and significance of this paper are pointed out, and the research direction, research foundation and technical route to be adopted are found out by combing the literature.Secondly, the theoretical analysis framework of non-oil business marketing strategy of petroleum company gas station is constructed.This paper clarifies the connotation of non-oil business marketing strategy of petroleum company gas station, analyzes the non-oil business marketing environment of CNPC Hohhot sales branch by using SWOT analysis method, and analyzes the efficiency of non-oil business marketing by using CCR-DEA model.The results show that: the comprehensive efficiency, technical efficiency and scale efficiency of non-oil marketing in the gas station of Hohhot sales Branch are all in the middle and lower level. In the year of DEA inefficiency, there are the problems of input redundancy and insufficient output.There is a significant positive correlation between the comprehensive efficiency of non-oil marketing of CNPC Huhhot sales branch and the number of employees engaged in variable input, the total salary in the whole year, the total annual income of the output variable and the profit margin of sales.Thirdly, the application scheme of non-oil business STP strategy is put forward.Through the combination of theoretical analysis and empirical analysis, this paper clarifies the characteristics, problems and reasons of the non-oil business marketing of CNPC Hohhot sales branch, and puts forward a plan to improve the non-oil business marketing strategy combined with the conclusion of empirical analysis.Finally, according to the theoretical analysis, case analysis and empirical analysis, from strengthening the construction of non-oil marketing team, increasing the support of non-oil marketing system,In order to speed up the development of non-oil business e-commerce, the paper gives the guarantee measures to optimize the marketing strategy of CNPC Hohhot sales branch gas station non-oil business.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.22;F274

【参考文献】