PC公司营销策略研究

发布时间：2018-06-06 09:55

本文选题：成品油 + 市场环境　；参考：《西北大学》2015年硕士论文

【摘要】：2013年3月,发改委公布了中国成品油新的价格机制,成品油调价周期由原本的22个工作日缩短至10个工作日,这就意味着当价格连续下跌的时候,商品的成本就会降低,而价格连续上涨的时候,商品的成本就会增高,终极结果就是导致利润减少。2012年以来受国际原油价格跌宕起伏的影响,国内成品油价格开始频繁调整,并且出现了跌大于涨的复杂局面,这充分说明缩短调价周期,取消4%的调价幅度限定,不利于库存增大,只有尽快周转,销售增长,库存成本减少,才会降低损失。本文在对市场营销理论简要阐述的基础上,简述了国内成品油市场特点,对PC公司所在地域的成品油市场进行了介绍,就PC公司现阶段的销售管理中存在的营销策略问题,运用4C、4P、4R营销理论进行研究分析,通过SWOT模型分析PC公司的内部、外部环境因素,并在研究分析的基础上,结合对PC公司当前营销环境,对现阶段PC公司的市场策略进行优化,提出了产品策略、服务策略、价格策略、促销策略、便捷性策略等,而且提出了为实现该策略采取的保障性措施。力求通过对PC公司市场策略的分析研究,能为PC公司今后的发展提供参考和帮助。本文以PC公司的角度进行分析,在成品油市场激烈的竞争中能够较好地审时度势感应瞬息变化的市场,采取相对有效的市场营销策略,希望对其他同行业的成品油企业有所帮助即借鉴。
[Abstract]:In March 2013, the NDRC announced a new price mechanism for refined oil products in China, which shortened the price adjustment cycle from 22 working days to 10 working days, which means that when prices continue to fall, the cost of commodities will be reduced. And when prices go up in succession, the cost of commodities will rise, and the ultimate result will be a decrease in profits. Influenced by the ups and downs of international crude oil prices since 2012, domestic refined oil prices have begun to adjust frequently. And there is a complex situation of falling more than rising, which fully shows that shortening the period of price adjustment, canceling the price adjustment limit of 4%, which is not conducive to the increase of inventory, only as soon as turnover, sales growth, inventory cost reduction, will reduce the loss. On the basis of a brief exposition of marketing theory, this paper briefly describes the characteristics of domestic oil products market, introduces the oil products market in the region where PC company is located, and discusses the marketing strategy problems existing in the sales management of PC company at present. Using 4CX 4PX 4R marketing theory to carry on the research and analysis, through the SWOT model analyzes the PC company's internal and external environment factor, and on the basis of the research and analysis, unifies to the PC company's current marketing environment, carries on the optimization to the present stage PC company's market strategy. The product strategy, service strategy, price strategy, promotion strategy, convenience strategy and so on are put forward, and the safeguard measures to realize the strategy are also put forward. Through the analysis and research of PC company's market strategy, it can provide reference and help for PC company's future development. Based on the analysis of PC company, in the fierce competition of the oil products market, the paper can better judge the changing market and adopt the relatively effective marketing strategy. Hope to other industry oil products enterprises to help that reference.
【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】：F274;F426.22

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