四川销售公司加油卡业务营销策略研究

发布时间：2018-04-03 00:28

本文选题：石油销售　切入点：加油卡　出处：《西南石油大学》2014年硕士论文

【摘要】：随着中国成品油零售市场的不断放开,竞争的重点将是服务,而信息系统管理是提升服务的一个关键领域,国内以石油、石化两大集团为主导,大大小小成品油零售企业纷纷开始发行加油卡,旨在通过成品油零售的电子化,以IC卡取代传统的现金、油票等结算方式,实现加油款的电子支付和交易数据的自动采集,提高加油站的管理水平和服务水平,增强市场竞争能力。本文通过对比、分析国内外加油卡业务发展现状、先进的管理及营销策略,深入比较石油石化两大集团加油卡业务,对中国石油四川销售公司加油卡业务营销现状、卡业务营销中存在的问题、卡业务营销影响因素等进行了认真分析研究,依据油气营销理论、现代服务业基本规律,对比国内外的加油卡业务常用营销手段、方式及促销效果,将市场营销、绩效管理等一系列理论知识与实际情况相结合,从产品、价格、渠道、促销、客户和关联策略等多方面入手,做出适当的分析与选择,最后制定出适合四川销售公司的加油卡业务营销战略,促进四川销售公司进一步提高零售业务的核心竞争力,在激烈的市场竞争中掌握主动权。
[Abstract]:With the continuous liberalization of the retail market of refined oil products in China, the focus of competition will be on services, and information system management is a key area for upgrading services. The two major oil and petrochemical groups are leading the domestic market.Large and small oil products retail enterprises began to issue refueling cards one after another, with the aim of replacing traditional cash and oil tickets with IC cards through the electronic distribution of refined oil products, so as to realize the electronic payment of refueling funds and the automatic collection of transaction data.Improve the management of gas stations and service level, enhance market competitiveness.Through comparison, this paper analyzes the present situation of domestic and international refueling card business development, advanced management and marketing strategy, deeply compares the two oil and petrochemical groups refueling card business, and analyzes the current situation of CNPC Sichuan sales company refueling card business marketing.The problems existing in card business marketing and the influencing factors of card business marketing are carefully analyzed and studied. According to the theory of oil and gas marketing and the basic law of modern service industry, the common marketing methods, methods and promotion effects of refueling card business at home and abroad are compared.Combining a series of theoretical knowledge such as marketing, performance management with the actual situation, from the product, price, channel, promotion, customer and related strategy and other aspects, to make appropriate analysis and choice,Finally, the paper formulates the marketing strategy of refueling card business suitable for Sichuan sales company, promotes Sichuan sales company to further improve the core competitiveness of retail business, and takes the initiative in the fierce market competition.
【学位授予单位】：西南石油大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.22

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