广州GB公司成品油批发营销策略研究

发布时间：2018-02-28 05:27

本文关键词： 石油行业成品油营销策略　出处：《西北大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来随着国际经济及美元升值、国际原油价格的直线下跌及欧债危机等等造成大宗商品的承压,使得我国成品油企业利润空间受到极大的打压,企业如何在激烈的市场中立于不败之地?是企业管理者研究的重点课题。广州GB公司自2003年成立以来,在油品仓储行业已树立华南地区的品牌及影响力,公司的盈利能力较强,自2013年6月公司二期投入运营后,因刚性成本增加及且受当前大环境的影响,利润下降,企业的生存与发展受到严重的威胁。为此,根据广州GB公司的经营环境变化,设计出一种适合本企业发展、能提高企业竞争力的营销策略具有很重要的实践意义。本文采用PEST方法对成品油市场的宏观环境进行分析、采用“五力模型”对行业竞争环境进行了分析,采用SWOT分析法制定了广州GB公司的市场定位,并制定相应的营销策略方案。得出的具体结论是广州GB公司存在的机会(O)有“一带一路”“南沙自贸区”政策增加市场商机、汽车的消费量增加；存在的威胁(T)原油价格下跌、大宗商品不景气、成品油供大于求；具有的优势(S)多年积累品牌知名度、库区码头条件良好、资金实力雄厚；存在的劣势(W)管理体制不灵活、经营队伍薄弱、激励机制无竞争力、管理信息化未跟上等等。本文所研究的广州GB公司的目标市场是汽、柴、船用燃料油用户,市场定位为BP库的库提用户。营销策略是：品牌策略、灵活定价策略、差异化策略及全方位的服务营销策略及渠道策略；具体策略保障措施是制度建设改进与完善、现有组织结构进行调整、进一步降低融资成本,优化现有人力资源队伍,引进职业化人才,推进信息化建设提升管理效率。本文的不足之处主要是分析仍以定性为主,定量较少；竞争对手、宏观环境研究主要通过网上信息及企业年报数据获取；收集本公司总体运营资料不够完备。下一步研究的问题是如何提高人力资源管理水平、通过品牌输出扩大市场份额、下游油站渠道的收购或参股、利用现库区条件实施境外资源进口促进成品油批发等问题。
[Abstract]:In recent years, with the appreciation of the international economy and the US dollar, the plummeting of international crude oil prices and the European debt crisis have caused pressure on commodities, which has greatly depressed the profit margins of Chinese oil products enterprises. How can an enterprise stand in an invincible position in a fierce market? Since its establishment in 2003, Guangzhou GB Company has established its brand and influence in the oil storage industry in South China, and its profitability is relatively strong. Since June 2013, the company has been in operation for the second phase. Due to the increase of rigid cost and the decrease of profit, the survival and development of enterprises are seriously threatened. Therefore, according to the changes in the operating environment of Guangzhou GB Company, a kind of suitable for the development of this enterprise is designed. The marketing strategy which can improve the competitiveness of enterprises is of great practical significance. In this paper, PEST method is used to analyze the macro environment of the oil products market, and the "five forces model" is used to analyze the competitive environment of the industry. The market orientation of Guangzhou GB Company is worked out by using SWOT analysis method, and the corresponding marketing strategy scheme is worked out. The concrete conclusion is that there are "Belt and Road" and "Nansha Free Trade Zone" policy to increase market opportunities in Guangzhou GB Company. Increased consumption of automobiles; existing threats; crude oil prices fall; commodities recession; supply of refined oil exceeds demand; advantages of accumulated brand awareness for many years; good conditions of terminals in the reservoir area; strong financial strength; The existing disadvantages are that the management system is inflexible, the management team is weak, the incentive mechanism is not competitive, the management information has not kept up with, etc. The target market of the Guangzhou GB Company studied in this paper is the customers of gasoline, firewood and marine fuel oil. The marketing strategy is: brand strategy, flexible pricing strategy, differentiation strategy and omnidirectional service marketing strategy and channel strategy, the concrete strategy safeguard measure is the system construction improvement and the consummation, the marketing strategy is the BP library Kuti user. The present organization structure is adjusted, the financing cost is further reduced, the existing human resources team is optimized, the professional talents are introduced, and the information construction is promoted to improve the management efficiency. Less quantitative; competitors, macro environmental research mainly through online information and enterprise annual report data access; collect the company's overall operation data is not complete. The next research is how to improve the level of human resources management, Through the brand export to expand the market share, the downstream oil station channel purchase or the share participation, uses the present reservoir area condition to carry out the overseas resources import to promote the refined oil wholesale and so on.
【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

【相似文献】