中石油山东JN销售分公司的竞争战略研究

发布时间：2018-05-01 18:22

本文选题：竞争战略 + 差异化　；参考：《中国石油大学（华东）》2013年硕士论文

【摘要】：在能源话题备受关注的今天，石油企业的发展也备受瞩目，本文以中石油山东JN销售分公司为研究对象，结合JN市市场现状，分析其面临的外部环境和具有的内部条件，通过理论研究和企业实际相结合的方法，采用多种战略分析工具相结合的方式，，找出JN分公司所拥有的优势和劣势、面临的机会和威胁，并且联系JN分公司的现状和JN地区的市场特点，最终选择了差异化的竞争战略。 JN公司差异化竞争战略主要内容包括：产品的差异化、经营方式的差异化、销售服务上的差异化、品牌形象的差异化以及战略执行上的差异化。在产品的差异化上，主要是通过加大天然气项目的落实和开展工作的来实现，要做好现有的加气站整合的前期工作，利用天然气管线项目，借助框架政府协议，在将来积极争取加气站规划网点，同时新建项目以加油加气的合建站为主，发挥整体的资源优势；在经营方式的差异化上，通过创新推行总公司关于承包加油站政策来实现，这将降低JN分公司的成本，有利于增强公司在销售环节的竞争力；在销售服务上的差异化，主要是通过调整业务组合，完善非油品业务的销售服务工作来实现；在品牌形象的差异化上，主要通过刷新中石油山东JN销售分公司的品牌形象来实现，加大员工品牌理念培训的力度，加大在品牌宣传上的力度；在战略执行上的差异化，主要通过基于平衡计分卡的战略执行方法来推行差异化战略的执行。
[Abstract]:Today, when the topic of energy is paid close attention to, the development of petroleum enterprises is also attracting much attention. This paper takes the JN sales branch of PetroChina Shandong as the research object and analyzes the external environment and internal conditions it faces with combining the current market situation of JN. Through the method of combining theory research with enterprise practice and adopting the method of combining various strategic analysis tools, we find out the strengths and weaknesses of JN branch, the opportunities and threats faced by JN branch. JN Branch and JN market characteristics, the final choice of differentiated competition strategy. The main contents of JN company's differentiated competition strategy include: product differentiation, business style differentiation, sales service differentiation, brand image differentiation and strategy implementation. In terms of product differentiation, it is mainly achieved by increasing the implementation of natural gas projects and carrying out the work. It is necessary to do a good job in the early stage of the integration of existing gas filling stations, to make use of natural gas pipeline projects, and to make use of the framework government agreement. In the future, we will actively strive for the planning network of gas filling stations, and at the same time, the new construction projects will be based on the joint construction of refueling and filling stations, so as to give play to the overall resource advantages. In terms of the differentiation of the operation mode, we can achieve this by innovating the company's policy on contracting gas stations. This will reduce the cost of JN branch, help to enhance the competitiveness of the company in the sales link, in the sales service differentiation, mainly by adjusting the business mix, improve the sales service of non-oil products business to achieve; In the differentiation of brand image, mainly by refreshing the brand image of PetroChina Shandong JN sales Branch, increasing the training of staff brand concept, increasing the strength of brand publicity, the difference in the implementation of strategy, The strategy implementation method based on balanced scorecard is adopted to implement differentiation strategy.
【学位授予单位】：中国石油大学（华东）
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.22;F272

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