本文選題：中國(guó)石化長(zhǎng)沙分公司 + 成品油�。� 參考：《湖南大學(xué)》2013年碩士論文

【摘要】：我國(guó)石油銷售行業(yè)目前仍屬于壟斷行業(yè),中國(guó)石油化工股份有限公司和中國(guó)石油天然氣股份有限公司兩大巨頭占據(jù)了國(guó)內(nèi)成品油銷售市場(chǎng)的絕大部分市場(chǎng)份額。長(zhǎng)沙市是湖南省的省會(huì),也是中國(guó)石化多年發(fā)展經(jīng)營(yíng)之地,占據(jù)了長(zhǎng)沙市場(chǎng)75%以上的份額。隨著國(guó)家制定成品油調(diào)價(jià)機(jī)制,并將成品油銷售的準(zhǔn)入門檻調(diào)低,使得中國(guó)石化的主要競(jìng)爭(zhēng)對(duì)手中國(guó)石油及其他國(guó)內(nèi)外經(jīng)營(yíng)單位爭(zhēng)先滲入,由此長(zhǎng)沙成品油市場(chǎng)競(jìng)爭(zhēng)日趨激烈。 本文從理論和實(shí)際兩個(gè)方面探討了中國(guó)石化長(zhǎng)沙分公司成品油市場(chǎng)的競(jìng)爭(zhēng)戰(zhàn)略。首先從成品油銷售行業(yè)的發(fā)展?fàn)顩r及競(jìng)爭(zhēng)態(tài)勢(shì)引出研究主題,并結(jié)合相關(guān)理論對(duì)論文的研究方法和思路進(jìn)行闡述；然后著眼于外部環(huán)境的分析,運(yùn)用了PEST分析法對(duì)一般環(huán)境各要素進(jìn)行了簡(jiǎn)要分析,而在行業(yè)環(huán)境部分運(yùn)用了波特五力模型詳細(xì)分析了競(jìng)爭(zhēng)者結(jié)構(gòu)；內(nèi)部環(huán)境部分在簡(jiǎn)單介紹了中國(guó)石化三級(jí)公司的成立背景后對(duì)中國(guó)石化長(zhǎng)沙分公司的內(nèi)外部資源優(yōu)勢(shì)進(jìn)行概要說明,針對(duì)其目前的經(jīng)營(yíng)狀況指出面對(duì)激烈的市場(chǎng)競(jìng)爭(zhēng)其存在的若干問題；接著運(yùn)用戰(zhàn)略分析工具SWOT法對(duì)中國(guó)石化長(zhǎng)沙分公司所面臨的機(jī)遇和挑戰(zhàn)、優(yōu)勢(shì)和劣勢(shì)進(jìn)行了詳盡的戰(zhàn)略分析,并對(duì)分析結(jié)果進(jìn)行比較和選擇之后制定了競(jìng)爭(zhēng)戰(zhàn)略的目標(biāo)、重點(diǎn)和內(nèi)容；最后為中國(guó)石化長(zhǎng)沙分公司應(yīng)對(duì)激烈的市場(chǎng)競(jìng)爭(zhēng)量身設(shè)計(jì)出一套合適的市場(chǎng)競(jìng)爭(zhēng)戰(zhàn)略與實(shí)施體系。 中國(guó)石化長(zhǎng)沙分公司要在激烈的成品油市場(chǎng)競(jìng)爭(zhēng)中戰(zhàn)勝對(duì)手,就必須要制定好相關(guān)競(jìng)爭(zhēng)戰(zhàn)略并將其落實(shí)到經(jīng)營(yíng)活動(dòng)中去,從而形成一套行之有效的競(jìng)爭(zhēng)戰(zhàn)略組合,促使企業(yè)能夠更快更好發(fā)展。戰(zhàn)略實(shí)施后將有助于提高該公司的經(jīng)營(yíng)效益以及提升企業(yè)形象,從而幫助該企業(yè)在長(zhǎng)沙市場(chǎng)的成品油壟斷經(jīng)營(yíng)地位得到進(jìn)一步鞏固和發(fā)展。
[Abstract]:China's petroleum sales industry is still a monopoly industry, China Petrochemical Co., Ltd. and China National Petroleum Co., Ltd. two giant oil sales market share of the majority of the domestic market.Changsha is the provincial capital of Hunan province and has been the development and management of Sinopec for many years, accounting for more than 75% of Changsha market.With the establishment of a price adjustment mechanism for refined oil products and the lowering of the entry threshold for oil products sales, Sinopec's main competitor, PetroChina, and other domestic and foreign business units have rushed to infiltrate, thus the competition in Changsha's refined oil market has become increasingly fierce.This paper discusses the competitive strategy of finished oil market in Changsha Branch of Sinopec from two aspects: theory and practice.First of all, from the development of the oil products sales industry and the competitive situation of leading the research topic, and combined with the relevant theory to elaborate the research methods and ideas, and then focus on the analysis of the external environment.PEST analysis method is used to analyze the elements of the general environment briefly, while in the industry environment part, Porter's five-force model is used to analyze the competitors' structure in detail.In the internal environment part, after briefly introducing the background of the establishment of Sinopec III Company, the internal and external resource advantages of Sinopec Changsha Branch are briefly explained.In view of its current operating situation, this paper points out some problems existing in the face of fierce market competition, and then applies the SWOT method to the opportunities and challenges faced by Changsha Branch of Sinopec.The advantages and disadvantages of the detailed strategic analysis, and analysis of the results of the comparison and selection of competitive strategy after the formulation of the objectives, focus and content;Finally, a suitable market competition strategy and implementation system are designed for Sinopec Changsha Branch to cope with the fierce market competition.In order to defeat its rivals in the fierce competition in the oil products market, the Changsha Branch of Sinopec must formulate a good competitive strategy and implement it into its business activities, thus forming a set of effective competitive strategy combinations.To promote faster and better development of enterprises.The implementation of the strategy will help to improve the company's operating efficiency and enhance the image of the company, thus helping the enterprise to further consolidate and develop its monopoly position in Changsha market.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F271;F426.722

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