W石油公司旅游线加油站营销策略研究
发布时间：2018-10-26 19:45
【摘要】：四川省作为西部大开发重点省份,经济增长势头强劲,国内外各大石油销售企业以及各家社会民营单位争先恐后占领成品油市场,各种不同方式、不同形式的促销手段纷纷涌现、不胜枚举。 w石油公司管理地区包括乐山、雅安两大地市。w石油公司作为地市级成品油销售企业,隶属于两大集团之一的中国石化,与区域内占市场主导地位的隶属中石油四川公司的乐山、雅安石油公司相比,价格及促销政策不足,市场竞争力不强,同时还要与逐步进驻的延长壳牌和本地根深蒂固的社会民营加油站竞争,依靠传统营销已难以抢占和提升市场占有率,亟需以新的经营思路,改进营销策略。W石油公司所在地乐山市是一座有着近3000年悠久历史的文化名城,以峨眉山、乐山大佛两大世界文化遗产而闻名中外。乐山、雅安是四川著名的旅游胜地,距离四川省省会成都仅百余公里,高速公路、铁路交通便利。 本文选择以w石油公司旅游线加油站作为研究对象,是从w石油公司旅游线加油站所处的地理优势和经济发展优质区域出发,挑选公司销售贡献大、提升潜力大的旅游线加油站,从营销理论和实际情况两方面来探索w石油分公司加油站营销的新方向。本次研究针对旅游线加油站营销策略进行探索,将研究重点集中在与旅游这一新兴产业紧密结合的站点,更有效地提出旅游线加油站的营销思路和具体的改进措施。论文首先引入了市场营销学知识和成品油营销的特点,从相关营销策略理论出发,介绍了w石油公司旅游线加油站分布情况,并分析了w石油公司旅游线加油站当前营销状况；接着从市场环境分析和客户分类需求分析着手,对旅游线加油站营销策略进行探讨,从成品油和非油品两大主体业务分别提出营销的具体策略,并对区域内客户挖掘、稳定、吸引、管理提供方法,最后提出W石油公司为实施这些营销策略所应该建立和加强的硬件及软件方面的保障措施,以确保各项策略的顺利实践。
[Abstract]:As a key province in the development of the western region, Sichuan Province has a strong economic growth momentum. Major oil sales enterprises at home and abroad, as well as various private units in the society, are scrambling to occupy the refined oil market in all kinds of different ways. Different forms of promotion means have emerged, too many enumerations. W oil company management areas include Leshan and Ya'an cities. As prefecture-level oil products sales enterprises, w oil companies belong to Sinopec, which is one of the two major groups. Compared with Leshan and Ya'an oil companies, which belong to PetroChina Sichuan Company, which dominate the market in the region, the price and promotion policies are insufficient, and the market competitiveness is not strong. At the same time, it is also necessary to compete with the gradual deployment of Shell and the deeply rooted local private gas stations. Relying on traditional marketing, it is already difficult to seize and increase market share. The city of Leshan, where W Oil Company is located, is a famous cultural city with a long history of nearly 3000 years. It is famous for its two world cultural heritages: Emei Mountain and Leshan Giant Buddha. Leshan, Ya'an is a famous tourist resort in Sichuan Province. It is only more than 100 kilometers away from Chengdu, capital of Sichuan Province. This article chooses the w petroleum company tour line gas station as the research object, from the w petroleum company tour line gas station is located in the geographical superiority and the economic development high quality area, selects the company to sell the contribution to be big, In order to promote the gas station with great potential, this paper explores the new direction of gas station marketing in w petroleum branch from the aspects of marketing theory and practice. This research aims at the marketing strategy of the gas station of tourism line, and focuses on the site which is closely combined with the new industry of tourism, and puts forward the marketing thinking and concrete improvement measures of the gas station of tourism line more effectively. Firstly, this paper introduces the marketing knowledge and the characteristics of oil product marketing, introduces the distribution of the petrol station of w petroleum company tourism line from the relevant marketing strategy theory, and analyzes the current marketing situation of w oil company tour line gas station. Then from the market environment analysis and customer classification needs analysis, the paper discusses the marketing strategy of the tour line gas station, puts forward the specific marketing strategy from the two main business of refined oil and non-oil products, and excavates and stabilizes the customers in the region. Finally, the paper puts forward the hardware and software guarantee measures which should be established and strengthened by W Oil Company to implement these marketing strategies to ensure the smooth implementation of each strategy.
【学位授予单位】：西南石油大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.22;F592
本文编号：2296769
[Abstract]:As a key province in the development of the western region, Sichuan Province has a strong economic growth momentum. Major oil sales enterprises at home and abroad, as well as various private units in the society, are scrambling to occupy the refined oil market in all kinds of different ways. Different forms of promotion means have emerged, too many enumerations. W oil company management areas include Leshan and Ya'an cities. As prefecture-level oil products sales enterprises, w oil companies belong to Sinopec, which is one of the two major groups. Compared with Leshan and Ya'an oil companies, which belong to PetroChina Sichuan Company, which dominate the market in the region, the price and promotion policies are insufficient, and the market competitiveness is not strong. At the same time, it is also necessary to compete with the gradual deployment of Shell and the deeply rooted local private gas stations. Relying on traditional marketing, it is already difficult to seize and increase market share. The city of Leshan, where W Oil Company is located, is a famous cultural city with a long history of nearly 3000 years. It is famous for its two world cultural heritages: Emei Mountain and Leshan Giant Buddha. Leshan, Ya'an is a famous tourist resort in Sichuan Province. It is only more than 100 kilometers away from Chengdu, capital of Sichuan Province. This article chooses the w petroleum company tour line gas station as the research object, from the w petroleum company tour line gas station is located in the geographical superiority and the economic development high quality area, selects the company to sell the contribution to be big, In order to promote the gas station with great potential, this paper explores the new direction of gas station marketing in w petroleum branch from the aspects of marketing theory and practice. This research aims at the marketing strategy of the gas station of tourism line, and focuses on the site which is closely combined with the new industry of tourism, and puts forward the marketing thinking and concrete improvement measures of the gas station of tourism line more effectively. Firstly, this paper introduces the marketing knowledge and the characteristics of oil product marketing, introduces the distribution of the petrol station of w petroleum company tourism line from the relevant marketing strategy theory, and analyzes the current marketing situation of w oil company tour line gas station. Then from the market environment analysis and customer classification needs analysis, the paper discusses the marketing strategy of the tour line gas station, puts forward the specific marketing strategy from the two main business of refined oil and non-oil products, and excavates and stabilizes the customers in the region. Finally, the paper puts forward the hardware and software guarantee measures which should be established and strengthened by W Oil Company to implement these marketing strategies to ensure the smooth implementation of each strategy.
【学位授予单位】：西南石油大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.22;F592
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