發(fā)布時(shí)間：2018-04-10 12:14

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

【摘要】：隨著國(guó)內(nèi)成品油市場(chǎng)的逐步開放,加油站成品油日益同質(zhì)化,市場(chǎng)競(jìng)爭(zhēng)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(jìn)了個(gè)體家庭,個(gè)體的需求也變得日益多樣化、個(gè)性化。單一的成品油銷售已不能滿足國(guó)內(nèi)石油銷售企業(yè)贏得利潤(rùn)與市場(chǎng)競(jìng)爭(zhēng)的需要；加油站單一的成品油銷售經(jīng)營(yíng)模式,也不能滿足人們對(duì)多樣化、個(gè)性化需求的需要。為了尋求新的利潤(rùn)點(diǎn),改變加油站單一的經(jīng)營(yíng)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(yíng)范圍,來滿足人們對(duì)日趨多樣化、個(gè)性化的需求以及市場(chǎng)競(jìng)爭(zhēng)的需要。 作者通過對(duì)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(jìn)入了深入的思考與細(xì)致的分析。對(duì)國(guó)內(nèi)外非油便利業(yè)務(wù)的研究文獻(xiàn)進(jìn)行了認(rèn)真學(xué)習(xí)、研究,對(duì)國(guó)內(nèi)外石油企業(yè)的發(fā)展、營(yíng)銷現(xiàn)狀與發(fā)展趨勢(shì)進(jìn)行的探詢,從中得到有關(guān)經(jīng)驗(yàn)與啟示。作者又通過學(xué)習(xí)的營(yíng)銷理論與知識(shí),對(duì)中石油Y銷售公司加油站非油便利業(yè)務(wù)的優(yōu)勢(shì)、劣勢(shì),以及所面臨的機(jī)遇與威脅進(jìn)行了SWOT分析,并運(yùn)用波特五力模型對(duì)現(xiàn)有競(jìng)爭(zhēng)者、潛在競(jìng)爭(zhēng)者以及非油便利業(yè)務(wù)市場(chǎng)的需求進(jìn)行了分析,通過市場(chǎng)細(xì)分、市場(chǎng)選擇、市場(chǎng)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(yíng)銷組合的策略選擇。通過對(duì)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(xué)可行的戰(zhàn)略與有效的營(yíng)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(yíng)模式轉(zhuǎn)變帶來的機(jī)遇,改變不足,有針對(duì)的開展非油便利業(yè)務(wù),實(shí)現(xiàn)品牌經(jīng)營(yíng)、規(guī)模經(jīng)營(yíng),效益豐碩的遠(yuǎn)大目標(biāo)。
[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(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.22

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