中国石化QW公司成品油业务竞争策略研究

发布时间：2018-06-26 08:53

本文选题：中国石化 + 成品油业务　；参考：《广西大学》2014年硕士论文

【摘要】：成品油销售行业在我国属于寡头垄断行业,在国内成品油销售业务中,中国石化和中国石油两个巨头都占据了很大的业务份额。在南方业务,QW地区是中国石化重要的战略要地之一,该地区60%以上的业务份额被中国石化牢牢占据。但是,近几年国内成品油业务逐渐放开,国内油价很大程度受到国际原油价格的影响,此外,中国石化的主要竞争对手中国石油及其他社会经营单位的进入与扩张,QW地区成品油业务不断变幻,竞争愈演愈烈。中国石化QW公司作为中国石化的一家省级分公司,从上个世纪六十年代到本世纪初,一直处在计划经济体制下,在QW地区独家经营四十年,公司生存竞争意识不强,运作效率低且经营成本偏高。在此背景之下,如何保持QW公司在该地区的竞争优势,制定怎样的业务竞争策略,正是本文的研究目的所在。本篇论文以战略管理和营销管理理论为主要指导,结合中石化QW公司的现状,以收集到的中国石化QW公司的数据为依据,进行定性分析与定量分析,运用PEST分析法、迈克尔·波特的产业“五力”竞争模型,对中石化QW公司外部环境、行业竞争环境进行分析,进而通过使用SWOT模型确定中石化QW公司在成品油业务的优劣势,最后,为中石化QW公司提出成品油业务竞争策略以及保障措施。面对竞争日趋激烈的业务,期望本篇论文能为中石化QW公司提供切实可行的思路和策略参考,从而确保中石化QW公司在该地区的优势地位得到进一步巩固,同时也能为其他成品油销售企业提供有价值的参考。
[Abstract]:The product oil sales industry belongs to the oligopoly industry in our country, in the domestic refined oil sale business, Sinopec and China Petroleum two giants have occupied the very big business share. QW is one of the most important strategic areas for Sinopec in the southern part of China. More than 60% of its business share is firmly occupied by Sinopec. However, in recent years, the domestic oil products business has been gradually liberalized, and the domestic oil prices have been greatly affected by the international crude oil prices. In addition, The entry and expansion of Sinopec's main rival PetroChina and other social business units in QW area are constantly changing and the competition is becoming more and more intense. As a provincial branch of Sinopec, Sinopec QW Company has been under the planned economic system from the 1960s to the beginning of this century, and has been operating exclusively in the QW area for 40 years. The company's sense of survival and competition is not strong. The operation efficiency is low and the operating cost is on the high side. Under this background, how to maintain the competitive advantage of QW company in this area and what kind of business competition strategy should be formulated is the purpose of this paper. Based on the theory of strategic management and marketing management, combined with the current situation of Sinopec QW Company and the collected data of Sinopec QW Company, this paper carries out qualitative analysis and quantitative analysis, and applies pest analysis method. Michael Porter's industry "five forces" competition model, analyzes the external environment and industry competition environment of Sinopec QW Company, and then determines the advantages and disadvantages of Sinopec QW Company's oil products business by using SWOT model. Put forward the competitive strategy and safeguard measures for Sinopec QW Company. In the face of the increasingly competitive business, it is expected that this paper can provide practical ideas and strategic references for Sinopec QW Company, so as to ensure that Sinopec QW's dominant position in the region is further consolidated. At the same time can also provide valuable reference for other oil products sales enterprises.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72

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