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本文基于营销策略的基本理论及分析方法,以中石油LN销售公司为研究对
象,探讨中石油LN销售公司的市场营销组合策略。论文首先介绍了中石油LN销
售公司营销现状及存在的问题;其次,从社会经济、市场需求、竞争状况等角度
分析了中石油LN销售公司成品油市场的营销环境,归纳出公司发展的机会、威胁、
优势和劣势;第三,应用STP分析法,对公司营销策略进行了市场细分、目标市
场选择和市场定位分析,找出了公司需要开拓的重点市场;第四,应用7Ps营销
策略,围绕包括产品、价格、渠道、促销、人员、过程、有形展示等因素制定出
中石油辽宁销售公司成品油市场营销组合策略;最后,制定确保营销组合策略顺
利实施的相应保障措施
本文旨在通过对LN销售公司市场营销组合策略的综合分析,探索LN销售公
司营销未来发展的可行方向,以求完善LN销售公司营销策略,使公司在竞争中获
得可持续优势
关键词:中石油;成品油市场;营销组合策略;STP;7Ps
沈阳理工大学硕士学位论文
ABSTRACT
AffectedbyWTOandthereformofrefinedoilpricingmechanism,Chinese
domesticoilpriceshavebeeninlinewithInternationaloilpricesgraduallyinrecent
years.Therefore,thereisanewnormalstatefeaturingincreasinglyfiercecompetitionin
refinedoilmarkets.AsaprovincialsalescompanyaffiliatedtoCNPC,LNsales
companynotonlyhastofacethecompetitionofstate-ownedoilproductsales
enterprisessuchasSinopecandChinaChemicalIndustryunderthejurisdiction,butalso
suffersfromtheimpactofmanylocalprivateenterprises.Undersuchseveremarketand
businessenvironment,LNsalescompanyneedstodevelopasetoffeasiblemarketing
strategies.
TakingPetroChinaLNsalescompanyastheresearchobject,thispaperdiscusses
itsmarketingcombinationstrategyfromtheperspectiveofbasictheoryandpractice.
Thisarticlefirstrevealsmarketingstatusandexistingproblems.Secondly,analyzesthe
marketingenvironmentandfindsouttheopportunities,threats,strengthsand
weaknessesofthedevelopmentofthecompanyinsomewayssuchascommunity
economy,marketdemand,andcompetitionstatus.Thirdly,itanalyzestheexisting
marketsegmentation,targetmarketselectionandmarketpositioningofthecompanyby
STPanalysismethodandfindsoutthekeymarketswhichcompanyneedstoopenup.
Fourthly,themarketingstrategyofrefinedoilforPetroChinaLiaoningsalescompany
isformulatedbytheMarketingTheoryof7Ps,intermsofproduct,price,place,
promotion,people,process,physicalevidence.Finally,correspondingsafeguard
measuresshouldbetakentoensurethesmoothimplementationofmarketingstrategy.
ThispaperaimstoexplorethepossibledirectionsofthefuturedevelopmentofLN
companythroughtheanalysisofitsmarketingtheory.Andthen,itdevelopsmarketing
strategiesofeachparttomakeLNsalescompanygainthesustainableadvantagein
competition.
沈阳理工大学硕士学位论文