中石油Y销售公司非油便利业务营销策略研究

发布时间：2018-04-10 12:14

本文选题：中石油 + Y销售公司　；参考：《昆明理工大学》2013年硕士论文

【摘要】：随着国内成品油市场的逐步开放,加油站成品油日益同质化,市场竞争愈演愈烈。人们生活水平日趋提高,私家车也越来越多的走进了个体家庭,个体的需求也变得日益多样化、个性化。单一的成品油销售已不能满足国内石油销售企业赢得利润与市场竞争的需要；加油站单一的成品油销售经营模式,也不能满足人们对多样化、个性化需求的需要。为了寻求新的利润点,改变加油站单一的经营模式,石油销售企业开始引入加油站便利站、洗车店、快餐等非油产品或非油便利服务来延伸其经营范围,来满足人们对日趋多样化、个性化的需求以及市场竞争的需要。作者通过对中石油Y销售公司加油站非油便利业务开展的现状与存在的问题,进入了深入的思考与细致的分析。对国内外非油便利业务的研究文献进行了认真学习、研究,对国内外石油企业的发展、营销现状与发展趋势进行的探询,从中得到有关经验与启示。作者又通过学习的营销理论与知识,对中石油Y销售公司加油站非油便利业务的优势、劣势,以及所面临的机遇与威胁进行了SWOT分析,并运用波特五力模型对现有竞争者、潜在竞争者以及非油便利业务市场的需求进行了分析,通过市场细分、市场选择、市场定位的战略研究,制定了中石油Y销售公司加油站非油便利业务营销组合的策略选择。通过对非油便利业务的研究,目的在于帮助中石油Y销售公司在非油便利业务开展制定出科学可行的战略与有效的营销策略提供参考与依据,并在发展过程中抓住加油站经营模式转变带来的机遇,改变不足,有针对的开展非油便利业务,实现品牌经营、规模经营,效益丰硕的远大目标。
[Abstract]:With the gradual opening of domestic refined oil market, gas station oil products increasingly homogenize, market competition intensified.People's living standard is improving day by day, private cars also more and more into the individual family, individual needs become increasingly diversified, personalized.The single oil product sales can not meet the needs of domestic oil sales enterprises to win profits and market competition, and the single oil product sales mode of gas stations can not meet the needs of people for diversification and individuation.In order to seek new profit points and change the single business model of gas stations, oil sales companies began to extend their business scope by introducing non-oil products such as gas station convenience stations, car washing shops, fast food and other non-oil convenience services.To meet people's increasingly diversified, personalized needs and market competition needs.By analyzing the current situation and existing problems of non-oil convenience business in CNPC Y sales Company, the author has entered deep thinking and detailed analysis.This paper makes a careful study of the domestic and foreign non-oil convenient business research literature, studies the development, marketing status and development trend of domestic and foreign petroleum enterprises, and obtains relevant experience and inspiration from it.By studying the marketing theory and knowledge, the author makes a SWOT analysis of the advantages, disadvantages, opportunities and threats faced by the non-oil convenient service of CNPC Y gas station, and applies the Porter's five-force model to the existing competitors.The potential competitors and the demand of non-oil convenience business market are analyzed. Through the strategic research of market segmentation, market selection and market positioning, the strategic choice of non-oil convenience marketing mix of CNPC Y sales company is established.Through the research of non-oil convenience business, the purpose is to help PetroChina Y sales company to develop scientific and feasible strategy and effective marketing strategy in non-oil convenience business to provide reference and basis.In the process of development, we should grasp the opportunity brought by the change of the mode of operation of gas station, change the shortage, have the aim of developing the convenient business of non-oil, realize the big goal of brand management, scale management and rich benefit.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.22

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