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中国石油BJ销售公司非油品业务的营销策略优化研究_MBA毕业论文

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II 论文题目:中国石油 BJ 销售公司非油品业务的营销策略优化研究 专 业:工商管理 硕 士 生:苗春雨(签名) 导 师:裴旭东(签名) 摘要 伴随着国内汽车保有量的增长,进站顾客对商品、服务等需求越来越多,企业为满 足消费者日益增多的消费需求,不断的丰富非油品业务产品、范围、内容,非油品销售 收入实现快速增长,非油品业务将会是油品企业又一利润来源。推进非油品业务发展, 不仅是油品企业发展趋势,同时可以为企业带来利润和效益,亦可提升企业市场竞争力, 提升资产、资金、设备设施综合利用率。非油品业务与油品业务同步开展,企业最终也 要向成为综合性、多元化营销服务网络方向发展。 本文立足于中国石油 BJ 销售公司的企业特点,对目前非油品业务开展情况及存在 的问题进行分析,利用 STP 理论、SWOT 分析法等营销相关理论为依据,将现代营销理 论用在企业的非油品业务营销体系当中,并对营销理论进行了系统的思考和研究,结合 公司的实际情况,提出了中国石油 BJ 销售公司非油品业务营销策略优化方案,努力实 现促进中国石油 BJ 销售公司非油品业务销售收入的提高,为公司发展战略的现实提供 高策略参考。 关 键 词:中国石油;销售公司;非油品业务;营销优化策略 论文类型:应用研究英文摘要 III Subject : Research on the Optimization of Marketing Strategy of PetroChina BJ Sales Company's Non-Oil Products Speciality: Business administration Name : Miao Chunyu (signature) Instructor:Pei Xudong (signature ) ABSTRACT With the growth of domestic car ownership, more and more inbound customers need goods and services. In order to meet the increasing consumer demand, enterprises constantly enrich non-oil business products, scope and content. Non-oil sales revenue has achieved rapid growth. Non-oil business will be another source of profit for oil enterprises. Promoting the development of non-oil business is not only the development trend of oil enterprises, but also can bring profits and benefits to enterprises. It can also enhance the competitiveness of enterprises in the market, and enhance the comprehensive utilization of assets, funds, equipment and facilities. With the development of non-oil business and oil business, enterprises should eventually develop into a comprehensive and diversified marketing service network. Based on the enterprise characteristics of PetroChina BJ Sales Company, this paper analyzes the current development of non-oil products and existing problems. Based on the theory of marketing, the modern marketing theory is used in the enterprise's non-oil products business marketing system. In addition, the author systematically considers and studies the marketing theory, puts forward the optimization plan of non-oil products marketing strategy of China petroleum BJ sales company, and strives to promote the increase of non-oil products sales revenue of China petroleum BJ sales company, so as to provide a high strategic reference for the reality of the company's development strategy. Key words: PetroChina,Sales Company,non oil business,Marketing optimization strategy Thesis: Application research on目 录 IV 目 录 第一章 绪论............................................................................................................................. 1 1.1 研究的背景与意义........................................................................................................ 1 1.1.1 研究的背景............................................................................................................. 1 1.1.2 研究的意义............................................................................................................. 2 1.2 国内外研究现状............................................................................................................ 2 1.2.1 国外研究现状......................................................................................................... 2 1.2.2 国内研究现状......................................................................................................... 4 1.3 研究思路和内容............................................................................................................ 6 1.3.1 研究思路................................................................................................................. 6 1.3.2 研究内容................................................................................................................. 6 1.4 研究方法与创新点........................................................................................................ 8 1.4.1 研究方法................................................................................................................. 8 1.4.2 创新点..................................................................................................................... 8 第二章 非油品业务概念及营销基本理论............................................................................. 9 2.1 非油品业务的概念、内容及特征................................................................................ 9 2.1.1 非油品业务的概念................................................................................................. 9 2.1.2 非油品业务的特征................................................................................................. 9 2.2 营销的基本理论.......................................................................................................... 11 2.2.1 顾客需求理论....................................................................................................... 11 2.2.2 STP 理论................................................................................................................ 11 2.2.3 市场营销组合理论............................................................................................... 12 2.2.4 SWOT 分析法.......................................................................................................... 12 第三章 非油品业务营销现状及存在问题分析................................................................... 14 3.1 中国石油 BJ 销售公司简介........................................................................................ 14 3.1.1 中国石油 BJ 销售公司基本情况......................................................................... 14 3.1.2 非油品业务发展目标及大事记........................................................................... 14 3.1.3 BJ 销售公司非油品业务的开展情况.................................................................. 15 3.2 非油品业务营销策略现状描述.................................................................................. 17 3.2.1 当前市场形势....................................................................................................... 17 3.2.2 当前营销策略....................................................................................................... 17 3.3 营销策略存在的问题................................................................................................. 18 第四章 非油品业务营销环境的 SWOT 分析......................................................................... 21目 录 V 4.1 优势分析...................................................................................................................... 21 4.2 劣势分析...................................................................................................................... 22 4.3 机会分析...................................................................................................................... 23 4.4 威胁分析...................................................................................................................... 24 第五章 非油品业务营销策略优化方案............................................................................... 26 5.1 非油品业务市场分析.................................................................................................. 26 5.1.1 目标市场细分....................................................................................................... 26 5.1.2 目标市场选择及特点........................................................................................... 27 5.1.3 目标市场定位....................................................................................................... 28 5.2 非油品业务产品策略.................................................................................................. 30 5.2.1 多元化产品选择................................................................................................... 31 5.2.2 优化品类............................................................................................................... 33 5.3 非油品业务价格策略.................................................................................................. 34 5.3.1 价格构成因素....................................................................................................... 34 5.3.2 科学定价............................................................................................................... 35 5.3.3 降低成本费用....................................................................................................... 38 5.4 非油品业务渠道策略.................................................................................................. 40 5.4.1 供应商选择策略................................................................................................... 40 5.4.2 扩展分销渠道策略............................................................................................... 41 5.5 非油品业务的促销策略.............................................................................................. 44 5.5.1 促销活动的实施................................................................................................... 44 5.5.2 促销商品陈列....................................................................................................... 47 5.5.3 促销氛围营造....................................................................................................... 51 第六章 营销策略实施的保障措施....................................................................................... 54 第七章 结论........................................................................................................................... 56 致 谢....................................................................................................................................... 57