密级：公开
论文类型：应用研究
工商管理硕士学位论文
(非全日制）
国际油价动荡背景下中国石油
HB 销售分公司成品油营销策略研究
Research on refined oil marketing strategy of
PetroChina HB sales branch under
the violent fluctuations of international petroleum prices.
培养单位 ： 经 济 管 理 学 院
专业领域 ：工商 管 理
学生姓名：刘 至 卓.
校内导师 ：张俊勇讲师
校外导师 ： 张 殿 伟 经 济 师
二○二二年六月
摘 要
摘 要
石油是人类的重要能源之一，是工业生产和人民生活一项不可或缺的战略资
源，是经济发展、社会稳定和国家安全的重要保障。对于中国而言，石油消费逐年
增加，但自给率不高，对外依存度逐年提升，所以围绕石油各方面的发展和问题都
与国家的经济命脉有着紧密的联系。改革开放以来，中国积极融入全球化，参与国
际分工，经济全球化影响力愈加明显。作为石油销售企业，做好石油产品的供应以
满足市场需求，要研究石油供应链条发生的改变，根据自身企业的环境与实际情况，
制定出完善的营销策略。从石油企业生存与发展的角度出发，企业是否可以在成品
油市场保持稳定地位，企业规模是否可以得到进一步扩展，都与成品油营销的方法
和手段有着密不可分的关系。为了保障石油企业可以良好的发展下去，就不得不进
行丰富多样的、灵活的营销方式。
本文使用了文献研究法，实地考察法以及数理统计法等方法以国际油价动荡
背景下的中国石油 HB 销售分公司成品油的营销策略为研究对象，从以下几点进
行研究:首先研究背景、研究意义、国内外研究现状以及研究内容和框架进行了介
绍；其次对国际油价的背景进行了介绍；第三介绍了中国石油 HB 销售分公司的市
场营销环境；第四介绍了中国石油 HB 销售分公司的营销现状以及存在的问题；第
五根据问题提出合理的营销方案；第六介绍了该营销方案的保障措施。通过这篇论
文的阐述，提出自己对成品油销售营销策略的建议，期望与其他从事成品油公司及
广大爱好者共同探讨，力争使中国石油HB 销售分公司走出困境，找到发展之路。
关键词：成品油；营销策略；市场分析
Abstract
Abstract
Petroleum is one of the important energy sources of human beings, which is an
indispensable strategic resource for industrial production and people;s life. It is an
important guarantee for economic development, social stability and national security. In
terms of China, petroleum consumption is increasing year by year, but the self-supply rate
is not high, the foreign dependency is improved year by year, so the development and
problems of the petroleum parties are closely related to the country;s economic lifeblood.
Since the reform and opening up, China has been actively integrated into globalization,
participating in the international division of labor and the increasing influence of
economic globalization. As a petroleum sales enterprise, the supply of petroleum products
needs to meet the demand of the market, it is also necessary to study the change of the
petroleum supply chain, and according to the environment and practical situation of the
enterprise, the marketing strategy of the perfect should be developed. From the
perspective of the survival and development of petroleum enterprises, whether the
enterprise can maintain a stable position in the product petroleum market, whether the
scale of the enterprise can be further expanded, is inseparable from the method of product
petroleum marketing. To ensure the good development of petroleum companies, there
should be a lot of flexible marketing.
This article USES the literature research, on-the-spot investigation method and
mathematical statistics method and other methods to the international oil price shocks
under the background of Chinese HB sales branch of refined oil products marketing
strategy as the research object, research from the following points: first, the research
background, research significance, research status at home and abroad, and introduces the
research content and framework; Secondly, it introduces the background of international
oil price. Thirdly, it introduces the marketing environment of PETROCHINA HB Sales
Branch. Fourth, the marketing status and existing problems of HB sales branch of
Petrochina are introduced. Fifth, put forward a reasonable marketing plan according to
the problem; Sixth, the guarantee measures of the marketing program are introduced.
Through the elaboration of this paper, I put forward my own suggestions on the sales and
Abstract
marketing strategies of refined oil, expecting to discuss with other refined oil companies
and the vast number of enthusiasts, and strive to make HB branch out of the dilemma and
find the road to development.
Keywords: Pefined oil, Marketing strategy, Analysis of market