YCPC成品油销售策略研究

发布时间：2018-01-20 15:12

本文关键词： 市场营销成品油 “4P理论” 市场定位目标市场　出处：《西北大学》2015年硕士论文　论文类型：学位论文

【摘要】：以消费者需求为出发点,有计划、有针对性的实施产品策略、价格策略、渠道策略和促销策略,这对经济新常态下的成品油销售有着至关重要的作用。随着物流技术的蓬勃发展、信息技术革命日新月异,成品油供需产生了一系列新变化、新特征。在中国成品油市场向世界开放脚步不断加快的形势下,世界原油价格、国内成品油价格处于低位运行,YCPC集团的成品油营销现状,尤其是较为单一的销售渠道已越来越不适应社会的发展、市场的激励竞争,常常受制于人,对YCPC集团成品油产业链整体价值的提升造成了很大的阻碍。尤其是YCPC集团的零售终端建设起步比较晚,加油站运营效率不高、品牌建设不足、营销力度不够,已成为影响企业持续快速发展的重要因素。为了进一步优化成品油营销策略,科学应对国内外成品油市场的机遇和挑战,不断创新改革销售策略,发挥有限资源的无限价值,持续提高企业核心竞争力,本文以YCPC为研究对象,深入分析了成品油营销的现状、存在的问题以及面临的行业发展环境、竞争环境,YCPC成品油业务发展所拥有优势与劣势,所面临的机会与威胁。通过分析,本文提出了YCPC成品油业务营销策略优化方面,包括优化的原则、目标、目标市场的选择、市场定位以及产品、价格、渠道、促销等“4P”优化策略。本文认为,在机遇与挑战并存的条件下,YCPC成品油业务要立足实际,持续推进产品、价格、渠道、促销等“4P”优化策略,按照“由近及远、由高价区向低价区发展”的原则,深耕陕西市场,稳定西南市场,拓展华中市场,争夺华北市场,兼顾辐射华东、华南市场；要守住自身优势区域,尽量避免与中石油、中石化的正面冲突,做好中石油、中石化的补位；要开发高端汽油产品,提升品牌形象,大力发展终端网络及流通领域分销商,转变营销理念,灵活采取差别定价与折扣定价,丰富促销活动；要构建产销一体化组织管理体系、部署信息化建设提高现代化管理水平,要强化安全管理、风险管理、绩效考核等重要机制,要重视人力资源开发,以实现并保障新营销策略顺利实施。
[Abstract]:Take the consumer demand as the starting point, has the plan, the pertinence implements the product strategy, the price strategy, the channel strategy and the promotion strategy. With the rapid development of logistics technology, the information technology revolution changes with each passing day, and a series of new changes have taken place in the supply and demand of refined oil products. New features. Under the situation that the Chinese refined oil market is opening to the world, the world crude oil price and the domestic refined oil price are running at a low level. Especially the relatively single sales channel has become more and more unsuitable for the development of the society, and the incentive and competition of the market are often controlled by others. Especially the retail terminal construction of YCPC Group started relatively late, the operation efficiency of gas station is not high, and the brand construction is insufficient. Insufficient marketing intensity has become an important factor affecting the sustained and rapid development of enterprises. In order to further optimize the marketing strategy of refined oil products, scientific response to domestic and foreign oil products market opportunities and challenges. Continuously innovating and reforming the marketing strategy, exerting the unlimited value of limited resources and continuously improving the core competitiveness of the enterprise, this paper takes YCPC as the research object, deeply analyzes the present situation of the oil product marketing. The existing problems and industry development environment, competitive environment YCPC oil products business development has strengths and weaknesses, opportunities and threats faced by the analysis. This paper puts forward the optimization of YCPC oil products marketing strategy, including the optimization principles, objectives, target market selection, market positioning and products, prices, channels. This paper holds that under the condition of co-existence of opportunities and challenges, the YCPC oil products business should be based on reality and continue to promote the "4p" optimization strategies such as product, price, channel and promotion. According to the principle of "developing from near to far, from high price area to low price area", the market of deep ploughing Shaanxi, stabilizing the market of southwest China, expanding the market of central China, competing for the market of North China, taking into account the market of radiation east and south China; We should keep our own superior areas, avoid the positive conflict with PetroChina and Sinopec as far as possible, and do a good job of making up the position of PetroChina and Sinopec. To develop high-end gasoline products, enhance the brand image, vigorously develop terminal networks and distributors in circulation, change marketing concepts, flexibly adopt differential pricing and discount pricing, enrich promotional activities; In order to build an integrated organization and management system of production and marketing, to deploy information to improve the level of modern management, to strengthen security management, risk management, performance evaluation and other important mechanisms, attention should be paid to the development of human resources. To achieve and ensure the smooth implementation of the new marketing strategy.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.22;F274

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