 ==>> 点击下载文档 |
文章主要首先阐述对此课题的研究意见和研究现状，而后结合目前已有的市
场营销理论和其他相关理论，围绕中国石化江西销售企业当前的营销策略以及营
销方式展开全面总结，并针对多重因素影响下的营销现状进行详尽的分析，从中
国石化江西销售分公司的营销体系构建和营销策略选择展开相关的论述，最后总
结出江西销售分公司应该根据自身产品的特色以及消费市场的具体需求制定相
关的产品定价策略、渠道等多项策略，并采用结合广告宣传与推销、促销等营销
组合的营销策略。基于以上内容，文中特别提出了中国石化江西销售分公司销售
网络的核心是配送中心，是企业必须重视的核心环节，并将企业的销售人员归纳
到营销策略的主体中，以便为中国石化江西销售分公司的发展提供一些切实可行
的帮助。
关键字:石油产品；营销策略；营销组合III
Abstract
Since our country into the development of reform and opening-up, the sustained
and rapid development of national economy, also gradually into the reform and
development of market economy, the competitive situation of domestic oil market,
and also with the market competition is intense reform, development and great
changes have taken place. Past a monopoly in the domestic oil industry of China
petrochemical, China petroleum and the two leading enterprise market position
gradually weakened. Sinopec jiangxi branch belongs to China petrochemical corp. &39;s
sales companies, although the current areas of jiangxi province on the oil market has
not been completely immerses large foreign petroleum sales enterprises, private
enterprises but with more and more oil rise, jiangxi area along with the development
of escalating competition oil marketing, in the face of such market competition
pressure, expand marketing strategy of sinopec sales branch in jiangxi research is
imminent, only a detailed research into its marketing strategy and put forward the
pertinent opinions, and then to China petrochemical sales branch of jiangxi&39;s
marketing strategy advice, to ensure that sinopec sales branch of jiangxi province in
the oil market in a good position, guarantee the market competitiveness of enterprises.
Paper firstly in this paper, the research ideas and research status quo of this
issue, and then combined with the existing marketing theory and other related theory,
on China&39;s petrochemical sales enterprises in jiangxi&39;s current marketing strategy, and
marketing a full summary, and for multiple factors under the influence of the detailed
analysis of the present situation and problems of marketing, from China
petrochemical sales of jiangxi branch of marketing system and marketing strategy
choice related, this paper finally sums up the sales branch of jiangxi province should
according to their own product characteristics and the specific needs of the consumer
market, formulate relevant product pricing strategy, channel strategy, and USES theIV
combination of advertising and marketing, promotion and other marketing mix
marketing strategy. Based on the above content, this paper puts forward the special
Chinese petrochemical sales branch sales network is the core of the distribution center
in jiangxi province, is the core of the enterprise must pay attention to link, and the
enterprise sales staff induction into the body of the marketing strategy, so as to the
development of China&39;s petrochemical sales branch in jiangxi province to provide
some practical help.
Key words: petroleum products; Marketing strategy; The marketing mixV
目录
摘要....I
Abstract........III
目录....V
1 引言..1
1.1 选题背景及意义.........1
1.2 国内外文献综述.........2
1.3 研究思路及问题.........4
1.4 本文的研究方法.........5
1.5 本文的创新之处.........5
2 本文的理论基础......6
3 中国石化江西销售分公司环境分析..........9
3.1 中国石化江西销售分公司宏观分析.9
3.2 中国石化江西销售分公司微观分析...........11
3.2.1 竞争对手分析...........11
3.2.2 目标顾客分析...........12
3.2.3 经销商分析...12
3.3 中国石化江西销售分公司 SWOT 分析.........12
3.3.1 优势分析.......12
3.3.2 劣势分析.......13
3.3.3 机会分析.......15
3.3.4 威胁分析.......15
4 中国石化江西销售分公司营销策略存在的问题17
4.1 产品同质化...17
4.2 价格缺乏灵活性.......18
4.3 渠道尚待优化...........19
4.4 促销效果尚待提高...20
5 中国石化江西销售分公司营销策略优化22VI
5.1 目标市场定位不明确...........22
5.1.1 目标市场选择...........22
5.1.2 目标市场细分...........22
5.1.3 目标市场定位...........23
5.2 产品策略.......23
5.2.1 坚持做好主营产品...24
5.2.2 大力发展非油品
