本文選題：中石油 + Y銷售公司��； 參考：《昆明理工大學》2013年碩士論文

【摘要】：隨著國內(nèi)成品油市場的逐步開放,加油站成品油日益同質(zhì)化,市場競爭愈演愈烈。人們生活水平日趨提高,私家車也越來越多的走進了個體家庭,個體的需求也變得日益多樣化、個性化。單一的成品油銷售已不能滿足國內(nèi)石油銷售企業(yè)贏得利潤與市場競爭的需要；加油站單一的成品油銷售經(jīng)營模式,也不能滿足人們對多樣化、個性化需求的需要。為了尋求新的利潤點,改變加油站單一的經(jīng)營模式,石油銷售企業(yè)開始引入加油站便利站、洗車店、快餐等非油產(chǎn)品或非油便利服務(wù)來延伸其經(jīng)營范圍,來滿足人們對日趨多樣化、個性化的需求以及市場競爭的需要。 作者通過對中石油Y銷售公司加油站非油便利業(yè)務(wù)開展的現(xiàn)狀與存在的問題,進入了深入的思考與細致的分析。對國內(nèi)外非油便利業(yè)務(wù)的研究文獻進行了認真學習、研究,對國內(nèi)外石油企業(yè)的發(fā)展、營銷現(xiàn)狀與發(fā)展趨勢進行的探詢,從中得到有關(guān)經(jīng)驗與啟示。作者又通過學習的營銷理論與知識,對中石油Y銷售公司加油站非油便利業(yè)務(wù)的優(yōu)勢、劣勢,以及所面臨的機遇與威脅進行了SWOT分析,并運用波特五力模型對現(xiàn)有競爭者、潛在競爭者以及非油便利業(yè)務(wù)市場的需求進行了分析,通過市場細分、市場選擇、市場定位的戰(zhàn)略研究,制定了中石油Y銷售公司加油站非油便利業(yè)務(wù)營銷組合的策略選擇。通過對非油便利業(yè)務(wù)的研究,目的在于幫助中石油Y銷售公司在非油便利業(yè)務(wù)開展制定出科學可行的戰(zhàn)略與有效的營銷策略提供參考與依據(jù),并在發(fā)展過程中抓住加油站經(jīng)營模式轉(zhuǎn)變帶來的機遇,改變不足,有針對的開展非油便利業(yè)務(wù),實現(xiàn)品牌經(jīng)營、規(guī)模經(jīng)營,效益豐碩的遠大目標。
[Abstract]:With the gradual opening of domestic refined oil market, gas station oil products increasingly homogenize, market competition intensified.People's living standard is improving day by day, private cars also more and more into the individual family, individual needs become increasingly diversified, personalized.The single oil product sales can not meet the needs of domestic oil sales enterprises to win profits and market competition, and the single oil product sales mode of gas stations can not meet the needs of people for diversification and individuation.In order to seek new profit points and change the single business model of gas stations, oil sales companies began to extend their business scope by introducing non-oil products such as gas station convenience stations, car washing shops, fast food and other non-oil convenience services.To meet people's increasingly diversified, personalized needs and market competition needs.By analyzing the current situation and existing problems of non-oil convenience business in CNPC Y sales Company, the author has entered deep thinking and detailed analysis.This paper makes a careful study of the domestic and foreign non-oil convenient business research literature, studies the development, marketing status and development trend of domestic and foreign petroleum enterprises, and obtains relevant experience and inspiration from it.By studying the marketing theory and knowledge, the author makes a SWOT analysis of the advantages, disadvantages, opportunities and threats faced by the non-oil convenient service of CNPC Y gas station, and applies the Porter's five-force model to the existing competitors.The potential competitors and the demand of non-oil convenience business market are analyzed. Through the strategic research of market segmentation, market selection and market positioning, the strategic choice of non-oil convenience marketing mix of CNPC Y sales company is established.Through the research of non-oil convenience business, the purpose is to help PetroChina Y sales company to develop scientific and feasible strategy and effective marketing strategy in non-oil convenience business to provide reference and basis.In the process of development, we should grasp the opportunity brought by the change of the mode of operation of gas station, change the shortage, have the aim of developing the convenient business of non-oil, realize the big goal of brand management, scale management and rich benefit.
【學位授予單位】：昆明理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.22

【參考文獻】

相關(guān)期刊論文 前10條

1 田景惠;如何變商機為利潤——對加油站非油品服務(wù)的思考[J];國際石油經(jīng)濟;2003年09期

2 陳俊寧;;社區(qū)便利店營銷策略分析[J];湖南財經(jīng)高等�？茖W校學報;2010年03期

3 劉云,張子剛;高新技術(shù)產(chǎn)品的市場開拓策略研究[J];生產(chǎn)力研究;2003年03期

4 張海霞;董秀成;;我國加油站橫向多元化經(jīng)營分析[J];商場現(xiàn)代化;2008年03期

5 海松;加油站,走進服務(wù)新時代[J];中國石油石化;2003年12期

6 羅方;中油bp領(lǐng)跑非油業(yè)務(wù)[J];中國石油石化;2005年16期

7 孫培錦;;非油業(yè)務(wù)要因地制宜[J];中國石油石化;2006年18期

8 王旭東;;便利：非油業(yè)務(wù)的業(yè)態(tài)回歸[J];中國石油石化;2007年24期

9 楊彬;;完善非油業(yè)務(wù)怎么做[J];中國石油石化;2008年12期

10 潘輝;;做好“非油”三突破[J];中國石油石化;2008年20期

，

本文編號：1731153