中石油广东销售公司非油品业务的营销策略研究

发布时间：2018-03-02 12:55

本文选题：中石油广东销售公司　切入点：非油品业务　出处：《西安石油大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,油品零售业竞争日益加剧,油品价格不断下滑,成品油销售行业已经进入薄利时代,单纯经营油品的模式已不能满足企业经营发展的要求,加油站销售业务创新发展、转型升级任重道远。为了突破单一经营油品的制约,各大成品油销售企业全面扩大经营,通过延伸加油站产品与服务来吸引消费者,加油站业务要做大做强,必须大力开展非油品业务。本文利用SWOT分析法,剖析了中石油广东销售公司开展非油品业务的优势、劣势、机会与威胁。立足销售市场,通过市场调研,深入分析了非油品业务市场需求及消费者特点。根据车辆属性及相应的消费者属性为划分标准,对非油品业务目标市场进行了细分;以不同区域内运营车辆的差异化及各类车辆非油消费比例的差异化为依据,确定高速公路、城市中心等不同位置油站的非油品业务目标市场。针对不同目标市场的差异化需求,进行相应的目标市场定位。结合非油品业务的优势、劣势、机会与威胁,根据4P营销理论,制定对应的产品、价格、渠道及促销策略,并提出了其他非油品业务营销策略建议,使中石油广东销售公司能够扩大业务范围,提高盈利能力,增强市场竞争力。
[Abstract]:In recent years, the competition of retailing industry of oil products is increasingly intensified, the price of oil products is declining, the industry of oil products sales has entered the era of thin profits, the mode of simply operating oil products can no longer meet the requirements of enterprise operation and development, and the innovative development of gas station sales business. In order to break through the constraints of a single oil product, the major oil products sales enterprises have expanded their operations in an all-round way to attract consumers by extending the products and services of the gas stations, and the gas station business should be bigger and stronger. This paper analyzes the advantages, disadvantages, opportunities and threats of CNPC Guangdong sales Company in developing non-oil products business by means of SWOT analysis. The market demand of non-oil products and the characteristics of consumers are deeply analyzed. According to the classification standard of vehicle attribute and corresponding consumer attribute, the target market of non-oil business is subdivided. Based on the difference of the operating vehicles in different regions and the difference in the proportion of non-oil consumption of various kinds of vehicles, the target markets for non-oil products in different locations such as expressways, urban centers and other oil filling stations are determined, and the differential demand of different target markets is pointed out. In combination with the advantages, disadvantages, opportunities and threats of non-oil products business, according to the 4P marketing theory, the corresponding product, price, channel and promotion strategy are formulated, and other non-oil business marketing strategy suggestions are put forward. So that PetroChina Guangdong sales Company can expand the scope of business, improve profitability, enhance market competitiveness.
【学位授予单位】：西安石油大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.22;F274

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