近两年，成品油市场呈现竞争白热化局面，S 市受油品需求下滑、成品油行业开放、 互联网持续发展导致滴滴等线上平台加深与成品油零售行业的融合等多方面因素影响， 传统加油站营销模式造成较大冲击。在这样的大背景下，中石化 S 分公司作为世界 500 强国有企业的下属公司、S 市最大的成品油零售供应商，近几年开展了系列化营销措施， 但未能在市场上形成效应，品牌发展现状与公司整体实力极不相称。因此，中国石化必 须重视差异化营销，通过改进营销策略，提升品牌形象、提高客户占有。 本文总体上采用 STP+4P 的方式进行分析，从中石化 S 分公司企业环境入手，对中 石化 S 分公司内部环境和外部环境进行分析，并运用 4P 营销策略模型，运用调查问卷、 深度访谈等方法，分析中石化 S 分公司目前存在的问题和成因，进行市场细分，并制定 下一步营销组合策略。经过对中石化 S 分公司成品油市场进行评估，下一步，该公司应 当始终围绕自身核心专长，将中高端客户作为自身细分市场，不断提取核心专长与消费 者需求的契合点，结合 4P 营销策略有针对性的进行营销组合策略制定。 中石化 S 分公司所处的经营环境和面临的竞争形态具有一定代表性，S 市成品油市 场经营上遇到的问题，不久其他地市也会遇到。因此，通过对 S 市成品油市场营销策略 的研究，有助于为其他地市的营销策略的制定提供一定思路。 关键词，中石化 S 分公司；成品油市场；营销策略II Abstract Recently, the market of petroleum has become fiercely competitive. City S，as a leading city in the reform, is the first to bear the brunt: First, the demand for petroleum products has declined, the number of motor vehicles in Shenzhen has declined since 2016, and the government has published a number of strong policies and regulations. Within three years, buses and taxis are all being replaced by new energy substitution, and the government published many policies to encourage peoples to go out in healthy way; secondly, the oil industry is opening to the outside world, foreign brands (such as Shell and BP) can open gas station without the restriction of stock holdings, the social gas stations has been increased, too; thirdly, the sustainable development of the Internet impact traditional way of running gas station. In this context, because of the high degree of homogeneity of oil, Marketing stratagy has become the key to the competition in the retail market of oil. In general, this paper uses STP+4P method to analyze the internal and external environment of Sinopec S Branch, starting with the enterprise environment of Sinopec S Branch, and uses 4P marketing strategy model.，using questionnaires, in-depth interviews and other methods, then analyses the existing problems and causes of Sinopec S Branch. Segmentation of the market and formulation of the next marketing strategy mix. After evaluating the oil market of Sinopec S Branch, the next step is that the company should always focus on its core expertise, regard middle and high-end customers as its own market segments, constantly extract the core expertise and consumer needs, and combine 4P to build their own marketing strategy. Sinopec S Branch is situated in a representative business environment and the competition pattern it faces. The problems encountered in the operation of S City's oil market will soon be encountered in other cities. Therefore, the study on marketing strategy of refined oil in S city will help to provide some ideas for the formulation of marketing strategy in other cities. Key words，Sinopec S Company; Oil Market; Marketing strategyIII 目 录 摘要.........................................................................................................................................I ABSTRACT ...............................................................................................................................II 第一章 绪论..............................................................................................................................1 1.1 研究的背景和意义.......................................................................................................... 1 1.1.1 研究背景................................................................................................................... 1 1.1.2 研究意义................................................................................................................... 1 1.2 文献综述.......................................................................................................................... 2 1.3 研究方法和技术路线...................................................................................................... 3 1.3.1 研究方法................................................................................................................... 3 1.3.2 技术路线................................................................................................................... 4 第二章 中石化 S 分公司经营环境分析..................................................................................5 2.1 中石化 S 分公司情况介绍.............................................................................................. 5 2.1.1 中石化 S 分公司基本情况介绍............................................................................... 5 2.1.2 中石化 S 分公司成品油市场营销策略现状........................................................... 6 2.2 内部环境分析.................................................................................................................. 9 2.2.1 企业资源分析........................................................................................................... 9 2.2.2 企业能力分析......................................................................................................... 10 2.3 外部环境分析................................................................................................................ 11 2.3.1 宏观环境分析......................................................................................................... 11 2.3.2 竞争环境分析......................................................................................................... 14 2.3.3 消费者需求分析..................................................................................................... 18 2.4 中石化 S 分公司成品油市场 SWOT 分析 .................................................................. 20 2.4.1 优势分析................................................................................................................. 20 2.4.2 劣势分析................................................................................................................. 20 2.4.3 机会分析................................................................................................................. 21 2.4.4 威胁分析................................................................................................................. 21 2.4.5 综合分析................................................................................................................. 22 2.5 本章小结........................................................................................................................ 22IV 第三章 中石化 S 分公司成品油市场营销策略存在问题....................................................24 3.1 产品缺乏竞争优势........................................................................................................ 24 3.1.1 问题描述................................................................................................................. 24 3.1.2 成因分析................................................................................................................. 25 3.2 营销策略定价精准度较低............................................................................................ 25 3.2.1 问题描述................................................................................................................. 25 3.2.2 成因分析................................................................................................................. 26 3.3 线上渠道未能发挥应有作用........................................................................................ 26 3.3.1 问题描述................................................................................................................. 26 3.3.2 成因分析................................................................................................................. 27 3.4 营销宣传顾客感知度低................................................................................................ 28 3.4.1 问题描述................................................................................................................. 28 3.4.2 成因分析................................................................................................................. 29 3.5 本章小结........................................................................................................................ 29 第四章 中石化 S 分公司成品油市场营销组合策略的完善................................................31 4.1 将私家车客户作为目标市场........................................................................................ 31 4.1.1 细分市场................................................................................................................. 31 4.1.2 确定目标市场......................................................................................................... 32 4.1.3 市场定位................................................................................................................. 33 4.2 营销组合策略的完善.................................................................................................... 34 4.2.1 提升产品品质......................................................................................................... 36 4.2.2 提升营销策略定价精准性..................................................................................... 37 4.2.3 提高线上平台满足个性化和多元化需求的能力................................................. 38 4.2.4 提升营销宣传顾客感知度..................................................................................... 39 4.3 本章小结........................................................................................................................ 40 结 论......................................................................................................................................42