中国石油江西销售公司加油站零售网络发展战略研究
发布时间：2018-07-28 15:12
【摘要】：加油站作为成品油销售终端,被推到了成品油市场竞争的最前沿,谁占领了成品油销售的终端网络谁就占领了成品油市场。从全国来看,目前仍然是中石油、中石化两大集团占主要的市场份额。但是,随着成品油零售市场的全面放开,市场竞争主体日益多元化,加油站网点的争夺更趋白热化。江西省作为内陆省份,外国油企尚未进入,但是,成品油市场的竞争主体也日趋多元化。中国石油2002年进入江西市场,经过10多年的发展已然成为江西市场重要的油品供应商,打破了原有中石化一家垄断的局面,近两年中化集团、中海油纷纷进入江西市场,民营企业更是积极参与加油站网点争夺,竞争日益激烈。而加油站是高成本的设施,如果不按照一定的速度和规律发展,就有可能造成网络密集,资源浪费。所谓“不谋长远者,不足以谋一时”,加油站网络建设是一项长期性的工作。当前,随着新能源汽车的发展,传统加油站的发展需要重新定位;随着汽车生活理念的兴起,消费者对加油站非油品业务提出了更高要求。所以,必须从战略的高度进行总体谋划,因时因地制宜,善于把握市场机遇,勇于迎接挑战,发挥企业优势,克服劣势,积极推进加油站网络建设,努力实现企业的总体目标。本文旨在为中国石油江西销售公司的加油站零售网络发展,制定科学有效的战略。文章前两章对研究背景、研究思路及研究的主要内容进行了交代,对相关文献进行了综述,对战略管理相关基础理论进行了概述。第三章对中国石油江西销售公司发展加油站零售网络的外部环境以及企业内部条件进行了论述,并通过SWOT分析进行了战略匹配。第四章在分析了成品油销售企业一般性战略选择的基础上,结合公司自身的使命和企业定位,选择了相应的发展战略,并制订了战略实施策略和保障措施。文章最后对研究结论进行了总结陈述,并提出了研究展望。
[Abstract]:As the terminal of oil products sales, gas stations are pushed to the forefront of the competition in the oil products market, and whoever occupies the terminal network of the oil products sales will occupy the oil products market. From the national point of view, is still PetroChina, Sinopec two major groups account for the main market share. However, with the overall liberalization of the refined oil retail market, the main body of market competition is increasingly diversified, and the competition for gas station outlets is becoming more and more intense. Jiangxi Province as an inland province, foreign oil enterprises have not entered, but the main body of competition in the refined oil market is becoming more and more diversified. PetroChina entered the Jiangxi market in 2002. After more than 10 years of development, it has become an important oil supplier in Jiangxi market, breaking the monopoly situation of Sinopec. In the last two years, Sinochem and CNOOC have entered the Jiangxi market one after another. Private enterprises are actively participating in the competition for gas stations, increasingly fierce competition. The gas station is a high cost facility, if it does not develop according to certain speed and law, it may cause network density and waste of resources. The so-called "not long-term, not enough for a while", gas station network construction is a long-term work. At present, with the development of new energy vehicles, the development of traditional gas stations needs to be reoriented, and with the rise of the concept of automobile life, consumers put forward higher requirements for the non-oil products business of gas stations. Therefore, we must plan the whole from the height of strategy, be good at grasping the market opportunity, brave to meet the challenge, give play to the advantage of the enterprise, overcome the inferiority, actively promote the construction of gas station network, and strive to realize the overall goal of the enterprise. The purpose of this paper is to establish a scientific and effective strategy for the development of the retail network of the gas station of China Petroleum Jiangxi sales Company. The first two chapters give an account of the research background, research ideas and main contents of the research, summarize the relevant literature, and summarize the basic theories of strategic management. The third chapter discusses the external environment and internal conditions of the development of gas station retail network in China Petroleum Jiangxi sales Company, and carries on the strategic matching through the SWOT analysis. In the fourth chapter, on the basis of analyzing the general strategic choice of the oil products sales enterprises, combined with the company's own mission and enterprise positioning, the author chooses the corresponding development strategy, and formulates the strategy implementation strategy and safeguard measures. At the end of the paper, the conclusion of the study is summarized and the prospect of the research is put forward.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.22;F274
[Abstract]:As the terminal of oil products sales, gas stations are pushed to the forefront of the competition in the oil products market, and whoever occupies the terminal network of the oil products sales will occupy the oil products market. From the national point of view, is still PetroChina, Sinopec two major groups account for the main market share. However, with the overall liberalization of the refined oil retail market, the main body of market competition is increasingly diversified, and the competition for gas station outlets is becoming more and more intense. Jiangxi Province as an inland province, foreign oil enterprises have not entered, but the main body of competition in the refined oil market is becoming more and more diversified. PetroChina entered the Jiangxi market in 2002. After more than 10 years of development, it has become an important oil supplier in Jiangxi market, breaking the monopoly situation of Sinopec. In the last two years, Sinochem and CNOOC have entered the Jiangxi market one after another. Private enterprises are actively participating in the competition for gas stations, increasingly fierce competition. The gas station is a high cost facility, if it does not develop according to certain speed and law, it may cause network density and waste of resources. The so-called "not long-term, not enough for a while", gas station network construction is a long-term work. At present, with the development of new energy vehicles, the development of traditional gas stations needs to be reoriented, and with the rise of the concept of automobile life, consumers put forward higher requirements for the non-oil products business of gas stations. Therefore, we must plan the whole from the height of strategy, be good at grasping the market opportunity, brave to meet the challenge, give play to the advantage of the enterprise, overcome the inferiority, actively promote the construction of gas station network, and strive to realize the overall goal of the enterprise. The purpose of this paper is to establish a scientific and effective strategy for the development of the retail network of the gas station of China Petroleum Jiangxi sales Company. The first two chapters give an account of the research background, research ideas and main contents of the research, summarize the relevant literature, and summarize the basic theories of strategic management. The third chapter discusses the external environment and internal conditions of the development of gas station retail network in China Petroleum Jiangxi sales Company, and carries on the strategic matching through the SWOT analysis. In the fourth chapter, on the basis of analyzing the general strategic choice of the oil products sales enterprises, combined with the company's own mission and enterprise positioning, the author chooses the corresponding development strategy, and formulates the strategy implementation strategy and safeguard measures. At the end of the paper, the conclusion of the study is summarized and the prospect of the research is put forward.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.22;F274
【参考文献】
相关期刊论文 前10条
1 张s，
本文编号：2150654
本文链接：https://www.wllwen.com/kejilunwen/shiyounenyuanlunwen/2150654.html
