新竞争格局下福建中石化森美公司成品油零售市场的营销策略研究

发布时间：2018-01-28 17:06

本文关键词： 成品油零售市场新竞争格局营销策略　出处：《福州大学》2013年硕士论文　论文类型：学位论文

【摘要】：2007年7月中石化与美国埃克森美孚、沙特阿美公司成立合资公司——中石化森美公司,取代中石化成为福建成品油零售市场的主要供应者。随着“海西”的建设发展,福建成为国内各大石油公司另一个激烈争夺的市场。如今,福建成品油零售市场新的竞争格局形成,从原来仅有中石化、中石油两大主要竞争对手,到中化、中海油、中航油、BP、民营企业等百家争先,这迫使中石化森美公司应认真思考在新竞争格局下如何应用营销策略继续保持引领者地位,这是关乎企业存亡和发展的课题。因此,本文结合本人在福建中石化森美公司的工作实践,选择本论题进行研究,具有较大的应用价值。本文首先对国际、国内成品油市场及福建成品油零售市场现状进行分析,并预测福建成品油零售市场未来发展方向。进而通过对福建成品油零售市场主要竞争对手及竞争新格局的分析总结,以及对福建中石化森美公司面临的机会、威胁和优势、劣势的分析,认为中石化森美公司要想继续赢得市场引领者地位,需要通过采取以下一系列营销策略来实现：(1)通过产品策略,做好联合品牌宣传,构建强势品牌,并通过提供更优质的新产品(98#汽油)细分市场,吸引高端消费者,弥补毛利空间的缩小：(2)通过渠道策略,优化一次、二次配送系统,降低物流总成本,保持成本优势,并优化零售网络,积极拓展新网点,用好换地计划,实实在在降低网点的土地成本；(3)通过服务创新策略,强化加油站标准化服务,全面实施“最佳客户体验的经营战略”,推广自助加油、便利店和洗车服务等,为公司创造新利润,降低人工成本；(4)通过促销策略,积极发挥销售促进和人员促销作用,增加加气功能,抢占市场先机,并通过广告和公关宣传,树立公司形象,做好外部公共关系；(5)通过价格策略,灵活制定价格,应对新价格机制的出台,同时避免恶性竞争,留住老顾客,吸引新顾客。总之,面对未来,要想赢得并保持引领者地位,福建中石化森美公司需要抓住两条主线：一是零售网点的拓展,网点是市场占有率的保障；二是服务的创新和增值,这是竞争对手无法复制的无形竞争力。福建中石化森美公司只有不断学习外方带来的先进管理模式并保持创新,不断整合各种资源，，广才能在瞬息万变的市场中保持不败并成为永远的主导力量。
[Abstract]:In July 2007, Sinopec set up a joint venture with Exxon Mobil, Saudi Aramco. To replace Sinopec as the main supplier of refined oil products in Fujian Province. With the development of "Hercynian" construction, Fujian has become another fiercely contested market for domestic oil companies. Fujian refined oil retail market new competition formation, from the original only Sinopec, PetroChina two major competitors, to Sinochem, CNOOC, CNOOC BP, private enterprises and so on. This forces Sinopec Sinopec to seriously consider how to use marketing strategies to continue to maintain a leading position under the new competitive situation, which is related to the survival and development of enterprises. This paper combines with my work practice in Fujian Sinopec Sinopec, and chooses this topic to study, which has great application value. First of all, this paper is to the international. The present situation of domestic refined oil market and Fujian refined oil retail market is analyzed. The future development direction of Fujian refined oil retail market is forecasted, and the main competitors and new competition pattern of Fujian refined oil retail market are analyzed and summarized, as well as the opportunities faced by Fujian Sinopec Sinopec Co., Ltd. An analysis of threats and strengths and weaknesses suggests that if Sinopec wants to continue to win the position of market leader, it needs to adopt a series of marketing strategies to achieve "1: 1") through product strategy. Do a good job of joint brand publicity, build a strong brand, and by providing a better new product, 98# gasoline) segment the market, attract high-end consumers, to make up for the margins of the narrowing of the space through the channel strategy. Optimize the primary and secondary distribution system, reduce the total cost of logistics, maintain the cost advantage, and optimize the retail network, actively expand the new network, good land exchange plan, and reduce the land cost of the network; Through the service innovation strategy, strengthens the service station standardization service, comprehensively implements "the best customer experience management strategy", popularizes the self-service refueling, the convenience store and the car wash service and so on, creates the new profit for the company. Reducing labor costs; Fourth, through the promotion strategy, positively exerts the sales promotion and the personnel promotion function, increases the aeration function, preempts the market opportunity, and through the advertisement and the public relations propaganda, establishes the company image, completes the external public relations; Through the price strategy, flexible pricing, to deal with the introduction of new price mechanism, while avoiding vicious competition, retaining old customers, attracting new customers. In short, in the face of the future, we want to win and maintain the status of leader. Fujian Sinopec Sanmei Company needs to grasp two main lines: one is the expansion of retail outlets, the network is the guarantee of market share; Second, service innovation and value-added, which can not be replicated by competitors intangible competitiveness. Fujian Sinopec Sinopec Sanmei Company only constantly learn the advanced management model brought by foreign parties and maintain innovation, constantly integrate all kinds of resources. It can remain unbeaten in a rapidly changing market and become an everlasting dominant force.
【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72;F274

【相似文献】