德意志石油中国市场营销策略研究
发布时间：2018-10-15 10:45
【摘要】：随着国内成品油市场的逐步开放,大批企业进入船用燃油销售行业,而金融危机的爆发,使得全球航运业一片萧条,许多民营企业纷纷退出,而外资企业也受到较大的冲击。为走出困境,许多船用燃油销售企业意识到制定营销策略的重要性,进而提高企业市场竞争力。德意志石油公司于1977年成立,但是近几年受政策环境、经济环境、社会文化环境、技术环境和顾客需求变化的影响,营业情况受到较大影响。因此研究该公司所面临的内外部环境以及制定相应的营销策略和战略规划已成为该公司需要迫切解决的发展问题之一。基于此,本文以德意志石油为研究对象,根据相关市场营销理论,运用PEST、波特五力模型对宏观经济形势、行业的整体状况及公司的优势、劣势、所面临的机会和威胁进行详细研究,寻求行业竞争的关键要素并结合该公司自身经营特点,确定适合该公司发展的营销策略,并为之制定出相应的建议和对策。即在产品营销战略上实行差异定价、地区定价和组合定价策略,以品牌、质量、服务策略来进入中高端客户策略,以产品差异化为基础,利用内部资源和能力进行创新,进一步提高市场竞争力。同时,从组织、制度、人力资源以及安全四个角度才制定相应的措施以保障营销策略得以顺利实施。本文的研究结论不仅将推动德意志石油摆脱困境、快速发展,并对开拓中国市场的外资石油企业的发展起到一定的指导和借鉴作用。
[Abstract]:With the gradual opening of domestic oil products market, a large number of enterprises enter the shipping fuel sales industry, and the outbreak of the financial crisis, makes the global shipping industry a depression, many private enterprises have to withdraw, and foreign enterprises are also subject to a greater impact. In order to get out of the predicament, many shipping fuel sales enterprises realize the importance of formulating marketing strategy, and then improve the market competitiveness of the enterprises. Deutsche Oil Company was founded in 1977, but in recent years, its business situation has been greatly affected by the changes of policy environment, economic environment, social and cultural environment, technological environment and customer demand. Therefore, the study of the internal and external environment and the formulation of the corresponding marketing strategy and strategic planning has become one of the urgent problems that the company needs to solve. Based on this, this paper takes Deutsche Oil as the research object, according to the related marketing theory, applies the PEST, Porter five-force model to the macroeconomic situation, the overall situation of the industry and the advantages and disadvantages of the company. The opportunities and threats faced by the company are studied in detail, and the key elements of the competition in the industry are sought and the marketing strategies suitable for the development of the company are determined according to the company's own operating characteristics, and the corresponding suggestions and countermeasures are made for them. That is, implement differential pricing in product marketing strategy, regional pricing and combination pricing strategy, brand, quality, service strategy to enter the high-end customer strategy, product differentiation as the basis, using internal resources and capabilities for innovation, Further improve market competitiveness. At the same time, from the organizational, institutional, human resources and security aspects of the relevant measures to ensure the smooth implementation of marketing strategies. The conclusion of this paper will not only promote Deutsche Oil to get rid of the predicament and develop rapidly, but also play a guiding and referential role in the development of foreign-funded oil enterprises that exploit the Chinese market.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.22
本文编号：2272299
[Abstract]:With the gradual opening of domestic oil products market, a large number of enterprises enter the shipping fuel sales industry, and the outbreak of the financial crisis, makes the global shipping industry a depression, many private enterprises have to withdraw, and foreign enterprises are also subject to a greater impact. In order to get out of the predicament, many shipping fuel sales enterprises realize the importance of formulating marketing strategy, and then improve the market competitiveness of the enterprises. Deutsche Oil Company was founded in 1977, but in recent years, its business situation has been greatly affected by the changes of policy environment, economic environment, social and cultural environment, technological environment and customer demand. Therefore, the study of the internal and external environment and the formulation of the corresponding marketing strategy and strategic planning has become one of the urgent problems that the company needs to solve. Based on this, this paper takes Deutsche Oil as the research object, according to the related marketing theory, applies the PEST, Porter five-force model to the macroeconomic situation, the overall situation of the industry and the advantages and disadvantages of the company. The opportunities and threats faced by the company are studied in detail, and the key elements of the competition in the industry are sought and the marketing strategies suitable for the development of the company are determined according to the company's own operating characteristics, and the corresponding suggestions and countermeasures are made for them. That is, implement differential pricing in product marketing strategy, regional pricing and combination pricing strategy, brand, quality, service strategy to enter the high-end customer strategy, product differentiation as the basis, using internal resources and capabilities for innovation, Further improve market competitiveness. At the same time, from the organizational, institutional, human resources and security aspects of the relevant measures to ensure the smooth implementation of marketing strategies. The conclusion of this paper will not only promote Deutsche Oil to get rid of the predicament and develop rapidly, but also play a guiding and referential role in the development of foreign-funded oil enterprises that exploit the Chinese market.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.22
【参考文献】
相关期刊论文 前1条
1 李伟娟;张朋程;;我国成品油市场的新动态与策略[J];石油化工技术与经济;2011年01期
，本文编号：2272299
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