摘要
网络化、全球化和市场化的迅速发展,不仅使企业间的竞争愈发剧烈,而且对企
业传统管理理念与营销模式造成了巨大的冲击。合适的营销战略是企业取得成功的关
键要素之一,它除了能够帮助企业走出低谷之外,还能带领企业走上正确的可持续发
展之路
成品油属于特殊旳能源产品,在我国国民经济中占有重要的地位,行业受国家相
对有利的政策支持,长期以来中石油和中石化在成品油行业内具有一定的垄断地位
随着我国逐步落实WTO承诺以及国家进一步放开成品油营销市场,行业内企业竞争日
趋激烈,因此成品油行业也亟需对国内市场营销进行战略选择,以更好地适应市场发
展,维持企业的竞争优势
本文首先从分析中石油成品油营销环境入手,运用PEST分析法对成品油营销宏
观环境进行了全面剖析,认为中石油在市场环境不断变化的情况下,如何充分发挥自
身优势,充分把握成品油营销发展机遇,己成为当前中石油面临的重要战略课题之一
其次,采用五力模型对成品油营销行业环境进行深入研究的基础上,对中石油成品油
营销内部环境进行了描述,并以此作为后续确立中石油成品油国内市场营销战略的重
要依据。再次,在对中石油成品油国内市场营销进行SWOT分析的基础上,认为其在
国内市场营销领域尽管具有一定的优势,但同时也面临诸多营销方面的问题,建议中
石油成品油应扬长避短,制定一套适合国内市场的营销战略。第四,在对中石油成品
油市场做深入细分和挖掘的基础上,建议中石油应找准市场定位,整合有限的营销资
源,并对现有的营销渠道予以进一步拓宽
论文相关研究成果有利于中石油成品油完善产品供应链管理体系,加强品牌维护
和建设,同时也有利于其制定合理的价格策略,推出合适的促销策略和售后配套服务
保障措施,从而使中石油的成品油国内市场营销工作做得更好
关键词:中石油成品油;营销战略;PEST分析;SWOT分析;市场细分
Abstract
Network, globalization and the rapid development of the market, not only make the enterprise
competition more intense, and they are still possible to change the traditional enterprise management
concept and marketing mode. A suitable marketing strategy can be enterprisers wind vane, and guide
enterprises to embark on the road of the right business development Product industry in China’s national
economy occupies an important position, and petroleum products belong to the special energy products.
The industry is protected by nation's special policy,for a long time in the Petro China and Sinopec in
petroleum products in the industry has a certain monopoly position. Along with the gradual
implementation of WTO commitments, as well as the country farther open product marketing in the
industry market,enterprise competition is becoming increasingly fierce. The Petro China in the oil field of
marketing in the domestic market has certain advantages, also faces many marketing problems, in a
constantly changing market environment, how to give fully play to their own advantages, the use of good
product marketing opportunities for development, the domestic refined oil market marketing strategy
choice, to better adapt to the development of market, to maintain the competitive advantage of enterprises,
is an important strategic task in the Petro China.
This paper first analyzes the oil product marketing environment, and uses PEST to analyze product
marketing conducts a comprehensive analysis of macro environment, the five competitive forces model of
product marketing industry environment analysis and in-depth analysis of the oil product marketing in the
internal environment, as in the establishment of oil product domestic market marketing strategy is an
important basis. Then in the oil product domestic marketing based on the SWOT analysis,this paper puts
forward the oil product in domestic market marketing strategic objectives, market segmentation, market
objectives and positioning. And then puts forward the oil product in domestic marketing supply
management strategy, pricing and brand strategy, marketing channel strategy, promotion strategy and
related security measures specific strategy implementation countermeasure.
Paper related research is advantageous to the Petro China refined oil products in the product supply
chain management system, strengthen the brand maintenance and construction, as well as to its reasonable
price strategy, launch the appropriate promotional strategies, and form a complete set of after-sales service
guarantee measures, so that the oil refined oil products in the domestic market marketing work to do
better.
Key words: Petro China; product market; marketing; marketing strategy
第1章绪论
1.1研究背景
在全球化和市场经济条件下,企业经营的外部环境和内在条件都发生了重大的变
化。国际金融危机爆发后,国际大石油公司不断进行成品油销售业务调整,凭借其管
理能力、资金实力、品牌形象和技术优势,在全球范围内优化营销业务,加快拓展海
外市场。全球化以及网络技术的飞速发展,使得成品油行业竞争越来越剧烈,传统的
营销模式和管理理念受到很大的冲击。受我国行业政策的影响,国际大石油公司进入
我国仍受到一定的限制,目前在成品油国内批发领域,中石油和中石化仍然占据行业
的主导地位。但随着行业政策的逐渐放开,“两桶油”批发业务的行业垄断已经被打破
在成品油零售市场,尽管我国目前还处在发达国家20世纪60-80的快速扩张时期,市
场开放度不高,国内大公司仍是市场主体,但我国逐步落实WTO承诺以及成品油市场
的不断开放,行业间企业的竞争将更加激烈。成品油营销行业目前回报率仍相对较高,
未来我国经济将持续快速发展,城市化和工业化步伐不断加快,居民消费水平进一步
提高,成品油营销行业有很好的发展前景,越来越多国际大石油公司将扩大在中国的
业务范围,中石油在成品油营销业务上受到越来越多的挤压[1],目前国家鼓励成品油的
市场放开,中海油及中航油等也在进行成品油的市场运作,山东地方炼油厂的成品油
也在冲击国内的成品油市场,面对日趋激烈的市场竞争,如何根据市场变化进行成品
油国内营销战略选择,是中石油面临的重要战略课题。本文以中石油成品油国内营销
战略为研究主题,通过深入分析中石油成品油营销环境分析和SWOT分析,研究中石
油如何根据内外环境变化进行适合成品油国内营销发展的战略选择,以确立中石油持
久的市场竞争优势
1.2研究意义
(1)有利于发现成品油营销行业的经营发展机会,发挥成品油营销行业在我国社
会经济中应有的作用,促进成品油营销行业的可持续发展。当前欧美债务危机对世界
经济产生较大的影响,国际油价存在许多不确定因素,但我国经济发展逐渐向好,国