中石化A分公司成品油市场营销渠道优化研究

发布时间：2018-06-07 07:56

本文选题：A公司 + 成品油　；参考：《北京化工大学》2015年硕士论文

【摘要】：石油产业在中国的发展中占据重要的地位,是我国基础设社、各行业的能源支撑。中国石化是国内成品油市场的主要供应商之一。加入WTO后,国内成品油市场逐步放开,随着汽车保有量快速上升和物流业的兴起,零售市场容量急剧扩张。而大量的基础设施建设和大型工程的不断上马,也极大刺激了柴油的消费需求。成品油市场经历十年的快速扩张,当前以趋于饱和。汽车限量限号政策不断推出,国内原油加工能力过剩,成品油供求关系已经逆转。中石化面临同行央企和跨国石油巨头的激烈竞争与严峻挑战。2014年国际油价出现断崖式下跌,国内人工成本大幅上升,使成品油销售进入“微利”时代。中石化在成品油营销上多措并举,除发挥终端优势外,也要深耕其他渠道,才能把握主动权。本文通过对中石化A分公司成品油市场营销现状进行SWOT分析,分析了A公司现有的四种成品油销售渠道,分析了每种渠道针对的细分市场。通过对各个渠道效率进行分析比较,指出中石化A分公司成品油市场营销渠道方面存在的问题。最后提出渠道优化的目标和方法,使A公司渠道系统以更低成本满足服务产出需求,改善利润率。
[Abstract]:Petroleum industry plays an important role in the development of China. Sinopec is one of the main suppliers of domestic oil products market. After China's entry into WTO, the domestic refined oil market has been gradually liberalized, and with the rapid increase of automobile ownership and the rise of logistics industry, the capacity of retail market has expanded rapidly. And a large number of infrastructure construction and large-scale projects continue to mount, also greatly stimulate the consumption of diesel demand. The oil product market has experienced a decade of rapid expansion and is now saturated. Auto limit policy has been introduced, domestic crude oil processing capacity is overcapacity, the supply and demand relationship of refined oil products has been reversed. Sinopec faces fierce competition and tough challenges from its peers, state-owned and multinational oil giants. The steep fall in international oil prices in 2014 and a sharp rise in domestic labor costs have pushed the sale of refined oil products into an era of "meagre profit". Sinopec in the product oil marketing measures, in addition to play the terminal advantage, but also deep ploughing other channels, in order to grasp the initiative. Based on the SWOT analysis of the marketing situation of finished oil products in Sinopec Company A, this paper analyzes the four existing marketing channels of refined oil products in A Company, and analyzes the market segments for which each channel is directed. By analyzing and comparing the efficiency of each channel, this paper points out the problems existing in the marketing channel of Sinopec A Company. Finally, the aim and method of channel optimization are put forward, so that the channel system of company A can meet the demand of service output at lower cost and improve the profit margin.
【学位授予单位】：北京化工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F274

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