中石化森美福州分公司加油站非油品业务营销策略研究

发布时间：2018-04-06 01:15

本文选题：非油品业务　切入点：便利店　出处：《福州大学》2014年硕士论文

【摘要】：国内的成品油市场不再是中石化和中石油两家独大,包括跨国公司在内的其他运营主体,已经入驻国内市场,而且已经站稳了脚跟。国内成品油的利润被不断压缩,可以挖掘的潜力也逐渐殆尽,中石化迫切需要寻找一个新的利润增长点。根据国外加油站业务发展的经验,开展便利店,汽车服务等多元化的非油品业务才是目前最好的选择。本文首先介绍了国内成品油行业的发展趋势,根据顾客需求的变化及业务多元化的发展,非油品业务的发展的条件基本成熟,而且势必进入一个高速发展的阶段。加油站便利店是非油品业务的核心,成为了非油业务发展的成败的关键。其次介绍了本文将用到SWOT分析方法,分析了当前加油站行业环境的变化,现有业务的局限性,顾客的需求变化,借鉴分析国外加油站非油品业务的发展,阐明国内成品油销售企业开展加油站便利店的必要性。第三对相关的社会文化环境,行业环境,顾客需求进行分析,说明他们对非油品业务发展的影响。最后以中石化森美福州分公司为例,对公司开展非油品业务进行了SWOT分析,针对公司加油站便利店目前的现状和存在的问题,提出了相关的策略与具体措施,从而对本文的相关研究进行验证。
[Abstract]:Domestic oil products market is no longer Sinopec and PetroChina two dominant companies, including multinational companies and other operators, has entered the domestic market, and has established a firm foothold.The profit of domestic oil products has been continuously compressed and the potential that can be exploited has been gradually exhausted. Sinopec urgently needs to find a new profit growth point.According to the experience of foreign gas station business development, it is the best choice to develop diversified non-oil products business, such as convenience store, automobile service and so on.This paper first introduces the development trend of domestic oil products industry. According to the change of customer demand and the development of business diversification, the conditions for the development of non-oil products business are basically mature, and it is bound to enter a stage of rapid development.Gas station convenience store is the core of non-oil business and becomes the key to the success or failure of non-oil business.Secondly, this paper introduces the SWOT analysis method, analyzes the changes of the current gas station industry environment, the limitations of existing business, the changes of customer demand, and analyzes the development of non-oil products business in foreign gas stations.This paper expounds the necessity of developing gas station convenience store in domestic oil products sales enterprises.The third part analyzes the social and cultural environment, industry environment and customer demand to explain their impact on the development of non-oil products business.Finally, taking Sinopec Sanmei Fuzhou Branch as an example, this paper analyzes the non-oil products business of the company by SWOT, and puts forward the relevant strategies and concrete measures in view of the current situation and existing problems of the convenience stores in the gas station of the company.In order to verify the relevant research in this paper.
【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72;F274

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