中国石油天然气集团陕西销售分公司营销战略研究

发布时间：2018-04-16 15:19

本文选题：中国石油陕西分公司 + SWOT分析法　；参考：《西北大学》2015年硕士论文

【摘要】：对外开放、对内改革的经济大环境,受业界政策的影响。在国内成品油行业,中国石油天然气集团(中国石油)面临着日趋激烈的市场竞争环境。尽管中国石油占据着行业主导地位,但是在地方政策保护下,中国石油陕西分公司、中国石化陕西省分公司、陕西省延长石油(集团)有限公司等在陕区域形成多足鼎立的局面,使得中国石油陕西分公司的成品油零售业务也承受着巨大的市场竞争压力。本文在运用所学公司经营战略和市场营销战略理论的基础上,结合自身工作经验,分析了中国石油陕西省分公司当前所处的区域环境、国内环境、国际环境等战略发展的空间环境以及发展战略的时间环境之后,认为公司在成品油营销中,具有资源供应、营销网络、品牌形象以及内部治理的优势,与流通费用较高、营销创新不够、经营品种较少的弱势,同时,面临中国经济稳步复苏、能源消费结构调整、汽车产业发展的机会和来自行业开放化、市场价格的波动、环境保护要求的威胁。在此SWOT分析的基础上,构建了“保增长、保效益”的公司发展战略目标,具体要落实到油品质量控制体系、油品数量监测体系、站点营销网络等的健全；运用电子营销、开启网上交易的手段,提升管理信息化；在价格管理方面,涵盖基本定价和差异化定价以及价格优惠等价格策略；并通过人员促销、营业推广、公关维系的方法进行促销。最后提出通过完善物流建设、树立成品油品牌形象、加强人才培养、提高公司管理信息化程度以及加强与其他油企合作以保障公司营销战略的顺利实施。
[Abstract]:Open to the outside world, the economic environment of internal reform, by the impact of industry policies.In the domestic oil products industry, China National Petroleum Corporation (CNPC) is facing increasingly fierce market competition environment.Although PetroChina occupies a dominant position in the industry, under the protection of local policies, the Shaanxi Branch of PetroChina, the Shaanxi Branch of Sinopec,Shannxi Yanchang Petroleum (Group) Co., Ltd. has formed a situation in Shaanxi Province, which makes the retail business of China Petroleum Shaanxi Branch bear huge market competition pressure.Based on the theory of company management strategy and marketing strategy, this paper analyzes the current regional and domestic environment of PetroChina Shaanxi Province Branch based on its own working experience.After the space environment of the strategic development and the time environment of the development strategy, it is considered that the company has the advantages of resource supply, marketing network, brand image and internal governance in the marketing of refined oil products, and the circulation cost is relatively high.The marketing innovation is not enough, the management variety is less weak, at the same time, facing the Chinese economy to recover steadily, the energy consumption structure adjustment, the automobile industry development opportunity and from the profession opening up, the market price fluctuation, the environmental protection request threat.On the basis of the SWOT analysis, the company's development strategic goal of "ensuring growth and protecting benefit" is constructed, which should be implemented to the perfection of oil quality control system, oil quantity monitoring system, site marketing network, etc.In the aspect of price management, price management includes basic pricing and differential pricing, price concessions and other price strategies, and promotion through personnel promotion, business promotion, public relations maintenance methods.Finally, the author puts forward that the successful implementation of marketing strategy can be ensured by perfecting the logistics construction, setting up the brand image of oil products, strengthening the cultivation of talents, improving the degree of informationization of the company's management and strengthening the cooperation with other oil enterprises.
【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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