本文選題：非油業(yè)務(wù) + 營銷�。� 參考：《內(nèi)蒙古財經(jīng)大學(xué)》2017年碩士論文

【摘要】：掘金非油是新常態(tài)下中國石油公司轉(zhuǎn)變增長方式、提質(zhì)增效的必由之路。受要素成本上升、資源環(huán)境約束等因素限制,過去靠擴(kuò)張加油站網(wǎng)絡(luò)、增加油品銷售等發(fā)展模式難以為繼。加快兩化融合,推動傳統(tǒng)產(chǎn)業(yè)改造提升是當(dāng)前我國構(gòu)建產(chǎn)業(yè)新體系的重要內(nèi)容。我國非油業(yè)務(wù)發(fā)展還處于起步探索階段,與歐美發(fā)達(dá)國家相比,無論是在營業(yè)額和毛利占比,還是經(jīng)營管理上都存在較大的差距。近年來,我國從政府到業(yè)界,都已認(rèn)識到非油業(yè)務(wù)發(fā)展的戰(zhàn)略意義,政策支持體系的日漸完善、非油業(yè)務(wù)發(fā)展理論體系日漸豐富、良好的市場發(fā)展環(huán)境,為我國非油業(yè)務(wù)快速發(fā)展提供了千載難逢的機(jī)遇�；诖�,本文通過對中石油呼和浩特銷售分公司非油業(yè)務(wù)發(fā)展實踐展開研究,期望為我國石油公司加油站非油業(yè)務(wù)發(fā)展提供經(jīng)驗證據(jù),加快我國非油業(yè)務(wù)轉(zhuǎn)型發(fā)展。本文主要內(nèi)容及研究發(fā)現(xiàn)如下:首先,交代非油業(yè)務(wù)營銷背景,指出本文的研究目的與意義,重點通過梳理文獻(xiàn),找出本文的研究方向與研究基礎(chǔ)以及擬采用的技術(shù)路線。其次,構(gòu)建了石油公司加油站非油業(yè)務(wù)營銷策略理論分析框架�；纠辶耸凸炯佑驼痉怯蜆I(yè)務(wù)營銷策略內(nèi)涵,運(yùn)用SWOT分析法剖析了中石油呼和浩特銷售分公司加油站非油業(yè)務(wù)營銷環(huán)境,并采用CCR-DEA模型實證分析了非油業(yè)務(wù)營銷效率,結(jié)果發(fā)現(xiàn):呼和浩特銷售分公司加油站非油業(yè)務(wù)營銷綜合效率、技術(shù)效率及規(guī)模效率總體處于中等偏下水平;DEA無效年份均存在投入冗余、產(chǎn)出不足的問題;中石油呼和浩特銷售分公司加油站非油業(yè)務(wù)營銷綜合效率與投入變量從業(yè)人員數(shù)、全年工資總額存在顯著的正相關(guān)關(guān)系,與產(chǎn)出變量全年收入總額、銷售利潤率顯著正相關(guān)。第三,提出了非油業(yè)務(wù)STP策略、4P' S策略應(yīng)用方案。通過理論分析與實證分析相結(jié)合,厘清了中石油呼和浩特銷售分公司加油站非油業(yè)務(wù)營銷特點、存在的問題與原因,結(jié)合實證分析結(jié)論,提出了改進(jìn)非油業(yè)務(wù)營銷策略方案。最后,根據(jù)理論分析、案例分析和實證分析結(jié)論,從加強(qiáng)非油業(yè)務(wù)營銷隊伍建設(shè)、加大非油業(yè)務(wù)營銷制度支持、加快非油業(yè)務(wù)電子商務(wù)發(fā)展三方面給出優(yōu)化中石油呼和浩特銷售分公司加油站非油業(yè)務(wù)營銷策略的保障措施。
[Abstract]:Gold non-oil is the only way for CNPC to change its growth mode and improve quality and efficiency under the new normal condition.Due to factors such as rising factor cost, resource and environment constraints, the past development mode of expanding gas station network and increasing oil sales is difficult to sustain.Speeding up the integration of the two industries and promoting the upgrading of traditional industries are the important contents of constructing a new industrial system in our country at present.The development of non-oil business in China is still in the initial stage of exploration. Compared with the developed countries in Europe and the United States, there is a big gap in both turnover, gross profit ratio and management.In recent years, from the government to the industry, China has realized the strategic significance of the development of non-oil business, the improvement of policy support system, the enrichment of the theoretical system of non-oil business development, and the favorable market development environment.For China's rapid development of non-oil business provides a once-in-a-lifetime opportunity.Based on this, this paper studies the development practice of non-oil business in Huhhot sales branch of PetroChina, hoping to provide empirical evidence for the development of non-oil business in gas station of China's petroleum company, and accelerate the transformation and development of non-oil business in China.The main contents and findings of this paper are as follows: firstly, the background of non-oil business marketing is explained, the purpose and significance of this paper are pointed out, and the research direction, research foundation and technical route to be adopted are found out by combing the literature.Secondly, the theoretical analysis framework of non-oil business marketing strategy of petroleum company gas station is constructed.This paper clarifies the connotation of non-oil business marketing strategy of petroleum company gas station, analyzes the non-oil business marketing environment of CNPC Hohhot sales branch by using SWOT analysis method, and analyzes the efficiency of non-oil business marketing by using CCR-DEA model.The results show that: the comprehensive efficiency, technical efficiency and scale efficiency of non-oil marketing in the gas station of Hohhot sales Branch are all in the middle and lower level. In the year of DEA inefficiency, there are the problems of input redundancy and insufficient output.There is a significant positive correlation between the comprehensive efficiency of non-oil marketing of CNPC Huhhot sales branch and the number of employees engaged in variable input, the total salary in the whole year, the total annual income of the output variable and the profit margin of sales.Thirdly, the application scheme of non-oil business STP strategy is put forward.Through the combination of theoretical analysis and empirical analysis, this paper clarifies the characteristics, problems and reasons of the non-oil business marketing of CNPC Hohhot sales branch, and puts forward a plan to improve the non-oil business marketing strategy combined with the conclusion of empirical analysis.Finally, according to the theoretical analysis, case analysis and empirical analysis, from strengthening the construction of non-oil marketing team, increasing the support of non-oil marketing system,In order to speed up the development of non-oil business e-commerce, the paper gives the guarantee measures to optimize the marketing strategy of CNPC Hohhot sales branch gas station non-oil business.
【學(xué)位授予單位】：內(nèi)蒙古財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.22;F274

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