XF能源公司液化石油气营销策略研究

发布时间：2018-06-23 21:20

本文选题：XF能源公司 + 液化石油气　；参考：《天津财经大学》2015年硕士论文

【摘要】：XF能源公司是中国海洋石油总公司下属的三级单位,主要经营液化石油气营销业务。目前的液化石油气行业,已经从原先的国有垄断经营逐渐转变成市场化经营。受到国内两大石油巨头中石油、中石化液化石油气市场份额的不断扩大,民营炼厂迅速进军并抢夺液化石油气市场,天然气、二甲醚、太阳能等替代品市场的扩张等因素影响,导致XF能源公司液化气石油的市场份额逐渐被挤压,利润下滑严重,生存堪忧,营销策略难以持续进行。改变XF能源公司的市场现状是当前急需解决的问题,也是本文重点研究的内容。通过制定科学的方案,改进XF能源公司营销策略,转变单一的经营模式,调整发展思路,改进管理体系是能够让公司可持续发展的前提条件。结合当前的市场营销环境,把握未来液化石油气的市场走势及发展应用情况,对公司营销策略进行相适应的调整,才能让XF能源公司在行业中立于不败之地。本文以XF能源公司作为研究对象,以营销理论作为基础进行分析。采用PEST、“五力模型”的理论基础综合分析液化石油气营销环境,根据企业在产品、定价、渠道、促销这四个方面的营销现状,分析企业在营销策略方面存在的问题。然后针对存在的问题提出了一系列的改进方案,如提高产品质量、建立合理的定价机制、拓宽营销渠道、进行广告宣传等。同时,文中还强调在实施营销改进策略方案时,应采取一定的保障措施保证改进方案的顺利实施。如果按照提出的方案进行改进,XF能源公司预期达到的效果为增加市场销售份额,提高企业经营利润,实现企业战略发展目标。本文的研究和分析为XF能源公司的营销策略改进做出了一定的贡献,同时也对行业中的同类型公司提供一定的借鉴和帮助。
[Abstract]:XF Energy Company is a third-level unit of China National Offshore Oil Corporation, mainly engaged in LPG marketing business. At present, the liquefied petroleum gas industry has gradually changed from the original state-owned monopoly to market-oriented operation. Affected by the expansion of the market share of LPG by the two major domestic oil giants, PetroChina and Sinopec, private refineries quickly entered and seized the LPG market, natural gas, dimethyl ether, solar energy and other factors such as the expansion of the alternative market. As a result, XF Energy Company's market share of LPG oil has gradually been squeezed, profits have fallen seriously, the survival of XF energy company is worrying, and the marketing strategy is difficult to carry on continuously. Changing the market situation of XF Energy Company is an urgent problem to be solved, and it is also the focus of this paper. By making a scientific plan, improving the marketing strategy of XF Energy Company, changing the single management mode, adjusting the development thinking and improving the management system are the preconditions for the sustainable development of the company. Combining with the current marketing environment, grasping the market trend and development and application of liquefied petroleum gas in the future, and adjusting the marketing strategy of the company, XF energy company can be in an invincible position in the industry. This article takes XF energy company as the research object, takes the marketing theory as the foundation carries on the analysis. This paper analyzes the marketing environment of liquefied petroleum gas (LPG) based on the theory basis of PEST and "five Force Model". According to the marketing situation of the enterprise in four aspects: product, pricing, channel and promotion, the problems in marketing strategy are analyzed. Then a series of improvement schemes are put forward, such as improving product quality, establishing reasonable pricing mechanism, widening marketing channels, advertising and so on. At the same time, the paper also emphasizes that certain safeguard measures should be taken to ensure the smooth implementation of the improved marketing strategy. If according to the proposed plan to improve the XF energy company expected to achieve the effect of increasing the market share, increase business profits, achieve the strategic development goals of the enterprise. The research and analysis of this paper has made some contributions to the improvement of XF energy company's marketing strategy, at the same time, it also provides some reference and help to the same type of companies in the industry.
【学位授予单位】：天津财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.22;F274

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