【摘要】：四川省作為西部大開發(fā)重點(diǎn)省份,經(jīng)濟(jì)增長(zhǎng)勢(shì)頭強(qiáng)勁,國(guó)內(nèi)外各大石油銷售企業(yè)以及各家社會(huì)民營(yíng)單位爭(zhēng)先恐后占領(lǐng)成品油市場(chǎng),各種不同方式、不同形式的促銷手段紛紛涌現(xiàn)、不勝枚舉。 w石油公司管理地區(qū)包括樂山、雅安兩大地市。w石油公司作為地市級(jí)成品油銷售企業(yè),隸屬于兩大集團(tuán)之一的中國(guó)石化,與區(qū)域內(nèi)占市場(chǎng)主導(dǎo)地位的隸屬中石油四川公司的樂山、雅安石油公司相比,價(jià)格及促銷政策不足,市場(chǎng)競(jìng)爭(zhēng)力不強(qiáng),同時(shí)還要與逐步進(jìn)駐的延長(zhǎng)殼牌和本地根深蒂固的社會(huì)民營(yíng)加油站競(jìng)爭(zhēng),依靠傳統(tǒng)營(yíng)銷已難以搶占和提升市場(chǎng)占有率,亟需以新的經(jīng)營(yíng)思路,改進(jìn)營(yíng)銷策略。W石油公司所在地樂山市是一座有著近3000年悠久歷史的文化名城,以峨眉山、樂山大佛兩大世界文化遺產(chǎn)而聞名中外。樂山、雅安是四川著名的旅游勝地,距離四川省省會(huì)成都僅百余公里,高速公路、鐵路交通便利。 本文選擇以w石油公司旅游線加油站作為研究對(duì)象,是從w石油公司旅游線加油站所處的地理優(yōu)勢(shì)和經(jīng)濟(jì)發(fā)展優(yōu)質(zhì)區(qū)域出發(fā),挑選公司銷售貢獻(xiàn)大、提升潛力大的旅游線加油站,從營(yíng)銷理論和實(shí)際情況兩方面來探索w石油分公司加油站營(yíng)銷的新方向。本次研究針對(duì)旅游線加油站營(yíng)銷策略進(jìn)行探索,將研究重點(diǎn)集中在與旅游這一新興產(chǎn)業(yè)緊密結(jié)合的站點(diǎn),更有效地提出旅游線加油站的營(yíng)銷思路和具體的改進(jìn)措施。論文首先引入了市場(chǎng)營(yíng)銷學(xué)知識(shí)和成品油營(yíng)銷的特點(diǎn),從相關(guān)營(yíng)銷策略理論出發(fā),介紹了w石油公司旅游線加油站分布情況,并分析了w石油公司旅游線加油站當(dāng)前營(yíng)銷狀況；接著從市場(chǎng)環(huán)境分析和客戶分類需求分析著手,對(duì)旅游線加油站營(yíng)銷策略進(jìn)行探討,從成品油和非油品兩大主體業(yè)務(wù)分別提出營(yíng)銷的具體策略,并對(duì)區(qū)域內(nèi)客戶挖掘、穩(wěn)定、吸引、管理提供方法,最后提出W石油公司為實(shí)施這些營(yíng)銷策略所應(yīng)該建立和加強(qiáng)的硬件及軟件方面的保障措施,以確保各項(xiàng)策略的順利實(shí)踐。
[Abstract]:As a key province in the development of the western region, Sichuan Province has a strong economic growth momentum. Major oil sales enterprises at home and abroad, as well as various private units in the society, are scrambling to occupy the refined oil market in all kinds of different ways. Different forms of promotion means have emerged, too many enumerations. W oil company management areas include Leshan and Ya'an cities. As prefecture-level oil products sales enterprises, w oil companies belong to Sinopec, which is one of the two major groups. Compared with Leshan and Ya'an oil companies, which belong to PetroChina Sichuan Company, which dominate the market in the region, the price and promotion policies are insufficient, and the market competitiveness is not strong. At the same time, it is also necessary to compete with the gradual deployment of Shell and the deeply rooted local private gas stations. Relying on traditional marketing, it is already difficult to seize and increase market share. The city of Leshan, where W Oil Company is located, is a famous cultural city with a long history of nearly 3000 years. It is famous for its two world cultural heritages: Emei Mountain and Leshan Giant Buddha. Leshan, Ya'an is a famous tourist resort in Sichuan Province. It is only more than 100 kilometers away from Chengdu, capital of Sichuan Province. This article chooses the w petroleum company tour line gas station as the research object, from the w petroleum company tour line gas station is located in the geographical superiority and the economic development high quality area, selects the company to sell the contribution to be big, In order to promote the gas station with great potential, this paper explores the new direction of gas station marketing in w petroleum branch from the aspects of marketing theory and practice. This research aims at the marketing strategy of the gas station of tourism line, and focuses on the site which is closely combined with the new industry of tourism, and puts forward the marketing thinking and concrete improvement measures of the gas station of tourism line more effectively. Firstly, this paper introduces the marketing knowledge and the characteristics of oil product marketing, introduces the distribution of the petrol station of w petroleum company tourism line from the relevant marketing strategy theory, and analyzes the current marketing situation of w oil company tour line gas station. Then from the market environment analysis and customer classification needs analysis, the paper discusses the marketing strategy of the tour line gas station, puts forward the specific marketing strategy from the two main business of refined oil and non-oil products, and excavates and stabilizes the customers in the region. Finally, the paper puts forward the hardware and software guarantee measures which should be established and strengthened by W Oil Company to implement these marketing strategies to ensure the smooth implementation of each strategy.
【學(xué)位授予單位】：西南石油大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.22;F592

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