吉林省中源石油公司加油站营销策略研究

发布时间：2018-09-19 15:44

【摘要】：成品油零售市场放开以来,民营加油站企业获得了巨大的发展机遇。而大型国有石油集团、外资石油巨头也凭借其强大的资源优势,占据了市场中的有利位置。面对大型垄断国企、面对拥有先进管理经验的跨国巨头,民营企业需要认真审视营销环境,考察政治-法律、经济、社会-文化、技术、人口统计和自然等宏观环境要素,以及企业自身、供应商、竞争对手、消费者、社会公众等微观环境要素。在营销环境分析基础上,仔细识别关系企业经营发展的各个重要变量,提出具有战略高度的营销策略,创造条件保障营销策略能够得以贯彻实施。具体来说,中源石油公司需要首先进行市场细分,从众多的、需求各异的消费者当中划定具有相似需要欲望的群体,与企业的资源禀赋相匹配,为目标顾客群体提供产品和服务。为了占领目标市场,公司需要对产品和品牌进行定位,向顾客提供独特的利益和属性,与竞争对手相区隔,并尽可能打压竞争产品、品牌。企业所宣扬的独特属性特征和利益诉求应该是对消费者的切实利益承诺,应该与竞争对手有鲜明的区隔,最重要的还应该占据消费者的心智、被消费者接受。为了更好地确立品牌定位,企业应该重视差异点和共同点的处理。差异点强调产品、品牌拥有独有的属性和利益,竞争产品品牌并不具有;共同点则强调产品品牌具有品类内产品品牌的共有属性和利益,对于打压竞争产品、推翻其所谓的差异点具有重要意义。STP战略之外,中源石油公司还应该重视品牌建设和加强顾客关系管理。品牌建设要注意加强品牌的价值感,提升顾客体验;使品牌与顾客身份具有认同感;品牌传播做到标准化、同一化;紧密品牌顾客关系,提升品牌资产。为了更好地执行营销策略,中源石油公司需要在组织模式、人力资源管理和信息系统等几个方面做好保障工作。优化产权结构、优化组织结构和治理架构、规范对外经营和对内管理。人才是企业发展的最终推动力,公司要建立以技术人才和营销人才为支点的创新团队,建立合理有效的激励机制,建设企业文化。长远来看,企业更应该采取科学方法,投资于管理信息系统,为科学决策和营销策略实施提供保障。
[Abstract]:Since the opening up of the retail market of refined oil, private gas station enterprises have got great opportunities for development. And large state-owned oil group, foreign oil giant also with its strong resource advantage, occupied the advantageous position in the market. In the face of large monopolistic state-owned enterprises and multinational giants with advanced management experience, private enterprises need to carefully examine the marketing environment, examine the macro-environmental elements such as political-legal, economic, social-cultural, technological, demographic and natural, etc. And the enterprise itself, suppliers, competitors, consumers, the public and other micro-environmental elements. On the basis of the analysis of marketing environment, this paper carefully identifies the important variables related to the management and development of enterprises, puts forward marketing strategies with a high strategic level, and creates conditions to ensure that marketing strategies can be carried out. Specifically, Zhongyuan Oil Company needs to carry out market segmentation first, delimiting groups with similar needs from a large number of consumers with different needs to match the resource endowment of the enterprise. Provide products and services to target customer groups. In order to occupy the target market, the company needs to position its products and brands, provide customers with unique benefits and attributes, separate from competitors, and suppress competitive products and brands as much as possible. The unique attributes and interests of enterprises should be the commitment to consumers, should be distinct from the competitors, and the most important thing should be to occupy the consumer's mind and be accepted by consumers. In order to better establish brand positioning, enterprises should pay attention to the differences and common treatment. The difference points emphasize the product, the brand has the unique attribute and the benefit, the competition product brand does not have; the common point emphasizes that the product brand has the common attribute and the benefit of the product brand within the category, to suppress the competitive product, It is important to overturn the so-called difference point. Besides STP strategy, Zhongyuan Oil Company should pay attention to brand building and customer relationship management. Brand construction should pay attention to strengthen brand value, enhance customer experience; make brand and customer identity have identity; brand communication to achieve standardization, identity; close brand customer relationship, enhance brand equity. In order to carry out the marketing strategy better, Zhongyuan Oil Company needs to do a good job in several aspects, such as organization mode, human resource management and information system, etc. Optimize the structure of property rights, optimize the structure of organization and governance, and standardize external and internal management. Talent is the ultimate driving force for the development of enterprises. The company should establish an innovative team with technical talents and marketing talents as its fulcrum, establish a reasonable and effective incentive mechanism, and build a corporate culture. In the long run, enterprises should adopt scientific methods and invest in management information systems to provide guarantee for scientific decision making and marketing strategy implementation.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.22

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