东莞石油公司竞争力提升策略研究

发布时间：2018-01-03 16:42

本文关键词：东莞石油公司竞争力提升策略研究　出处：《广西师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着近年国内经济的高速发展,汽车进入寻常百姓家,油品消费增长迅猛,国内外石油公司对车用油品的终端市场竞争加剧。中石化广东东莞石油分公司(以下简称东莞石油公司)是东莞地区油品消费的主要供应商,处在油品消费的最前沿阵地。东莞石油公司要在激烈的市场竞争中胜出,增强和提升竞争力是关键。而要提升竞争力,就必须在深入研究竞争战略理念的基础上,再对东莞石油公司实际运营环境进行细致分析,进而制定出正确的、切实可行的、有效的竞争力提升策略。竞争策略不仅决定着企业经营活动的基本方向,更是企业增强竞争力,助推企业发展的强动力。如果没有正确、有效地竞争力提升策略,企业经营就缺乏正确的方向引导,一旦方向错了,经营只会南辕北辙,效益越来越差,因而对东莞石油公司的竞争力提升策略研究具有极其重要的意义。本文以研究东莞石油公司竞争力提升策略为目的,通过从理论和实际两个方面,采取研究、比较、分析等多种方法,在竞争战略理论的指导下,对国内外石油企业发展状况,特别是对东莞石油公司运营环境、竞争环境及自身竞争能力进行分析,找到影响石油经营市场竞争格局的深层次原因,以及制约东莞石油公司发展的主要问题,进而从优化销售网络、丰富营销手段、增值服务类型等方面提出有效的竞争力提升策略,推动企业不断发展壮大。本文共分为六部分,其中第一部分介绍了研究东莞石油公司竞争力提升策略的背景、目的及采用的研究方法。第二部份对相关竞争战略管理理论进行简要概述。第三部分结合国外石油公司及其加油站的发展及现状,对国内石油公司中具有的问题进行分析。第四部阐述东莞石油公司发展情况,并运用SW0T、波特五力等战略管理理论对其竞争现状进行分析。第五部份根据东莞石油公司发展现状分析其所存在及面临的主要问题。第六部分综合上述分析及问题,提出东莞石油公司竞争力提升策略的建议。第七部分是对东莞石油公司实施其竞争策略后的结论和展望进行描述。笔者期望通过深入的研究分析,使本论文的研究成果不仅对东莞石油公司的竞争力提升、经营方向具有参考价值,同时,对其它的石油石化销售企业的经营发展也具有借鉴意义。
[Abstract]:With the rapid development of domestic economy in recent years, cars have entered the homes of ordinary people, and the consumption of oil products has increased rapidly. Domestic and foreign oil companies on the end of vehicle oil market competition intensified. Sinopec Guangdong Dongguan Petroleum Company (hereinafter referred to as Dongguan Oil Company) is the main supplier of oil products consumption in Dongguan region. In the forefront of oil consumption. Dongguan Oil Company in order to win in the fierce market competition, strengthening and enhancing competitiveness is the key, but to enhance competitiveness. On the basis of in-depth study of the concept of competitive strategy, we must make a careful analysis of the actual operating environment of Dongguan Petroleum Company, and then formulate the correct and feasible. Effective competitiveness promotion strategies. Competitive strategies not only determine the basic direction of business activities, but also enhance the competitiveness of enterprises, promote the development of enterprises, if not correct. Effective competitiveness promotion strategy, the enterprise management will lack the correct direction of guidance, once the wrong direction, the operation will only be diametrically different, the efficiency is getting worse and worse. Therefore, it is of great significance to study the strategy of enhancing the competitiveness of Dongguan oil company. In order to study the strategy of enhancing the competitiveness of Dongguan oil company, this paper takes the research from two aspects of theory and practice. Under the guidance of the competitive strategy theory, this paper analyzes the development of domestic and foreign oil enterprises, especially the operating environment, competitive environment and competitive ability of Dongguan oil company. Find out the deep-seated reasons that affect the competition pattern of the petroleum management market, and the main problems that restrict the development of Dongguan oil company, and then optimize the sales network and enrich the marketing means. This paper is divided into six parts, the first part of which introduces the background of the research on Dongguan oil company competitiveness promotion strategy. The purpose and the research methods adopted. The second part gives a brief overview of the relevant competitive strategic management theory. The third part combines the development and current situation of foreign oil companies and their gas stations. This paper analyzes the problems existing in domestic oil companies. 4th sets forth the development of Dongguan Petroleum Company and applies SW0T. According to the development situation of Dongguan Oil Company, 5th part analyzes its existence and main problems. 6th part synthesizes the above analysis and problems. Part 7th is a description of the conclusion and prospect of Dongguan Petroleum Company after implementing its competitive strategy. The author expects to conduct in-depth research and analysis. The research results of this paper not only enhance the competitiveness of Dongguan Petroleum Company, but also have reference value to the management direction of Dongguan Petroleum Company, and also to the management and development of other petroleum and petrochemical sales enterprises.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.22

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