本文選題：競爭戰(zhàn)略 + 差異化　； 參考：《中國石油大學(xué)（華東）》2013年碩士論文

【摘要】：在能源話題備受關(guān)注的今天，石油企業(yè)的發(fā)展也備受矚目，本文以中石油山東JN銷售分公司為研究對象，結(jié)合JN市市場現(xiàn)狀，分析其面臨的外部環(huán)境和具有的內(nèi)部條件，通過理論研究和企業(yè)實際相結(jié)合的方法，采用多種戰(zhàn)略分析工具相結(jié)合的方式，，找出JN分公司所擁有的優(yōu)勢和劣勢、面臨的機會和威脅，并且聯(lián)系JN分公司的現(xiàn)狀和JN地區(qū)的市場特點，最終選擇了差異化的競爭戰(zhàn)略。 JN公司差異化競爭戰(zhàn)略主要內(nèi)容包括：產(chǎn)品的差異化、經(jīng)營方式的差異化、銷售服務(wù)上的差異化、品牌形象的差異化以及戰(zhàn)略執(zhí)行上的差異化。 在產(chǎn)品的差異化上，主要是通過加大天然氣項目的落實和開展工作的來實現(xiàn)，要做好現(xiàn)有的加氣站整合的前期工作，利用天然氣管線項目，借助框架政府協(xié)議，在將來積極爭取加氣站規(guī)劃網(wǎng)點，同時新建項目以加油加氣的合建站為主，發(fā)揮整體的資源優(yōu)勢；在經(jīng)營方式的差異化上，通過創(chuàng)新推行總公司關(guān)于承包加油站政策來實現(xiàn)，這將降低JN分公司的成本，有利于增強公司在銷售環(huán)節(jié)的競爭力；在銷售服務(wù)上的差異化，主要是通過調(diào)整業(yè)務(wù)組合，完善非油品業(yè)務(wù)的銷售服務(wù)工作來實現(xiàn)；在品牌形象的差異化上，主要通過刷新中石油山東JN銷售分公司的品牌形象來實現(xiàn)，加大員工品牌理念培訓(xùn)的力度，加大在品牌宣傳上的力度；在戰(zhàn)略執(zhí)行上的差異化，主要通過基于平衡計分卡的戰(zhàn)略執(zhí)行方法來推行差異化戰(zhàn)略的執(zhí)行。
[Abstract]:Today, when the topic of energy is paid close attention to, the development of petroleum enterprises is also attracting much attention. This paper takes the JN sales branch of PetroChina Shandong as the research object and analyzes the external environment and internal conditions it faces with combining the current market situation of JN. Through the method of combining theory research with enterprise practice and adopting the method of combining various strategic analysis tools, we find out the strengths and weaknesses of JN branch, the opportunities and threats faced by JN branch. JN Branch and JN market characteristics, the final choice of differentiated competition strategy. The main contents of JN company's differentiated competition strategy include: product differentiation, business style differentiation, sales service differentiation, brand image differentiation and strategy implementation. In terms of product differentiation, it is mainly achieved by increasing the implementation of natural gas projects and carrying out the work. It is necessary to do a good job in the early stage of the integration of existing gas filling stations, to make use of natural gas pipeline projects, and to make use of the framework government agreement. In the future, we will actively strive for the planning network of gas filling stations, and at the same time, the new construction projects will be based on the joint construction of refueling and filling stations, so as to give play to the overall resource advantages. In terms of the differentiation of the operation mode, we can achieve this by innovating the company's policy on contracting gas stations. This will reduce the cost of JN branch, help to enhance the competitiveness of the company in the sales link, in the sales service differentiation, mainly by adjusting the business mix, improve the sales service of non-oil products business to achieve; In the differentiation of brand image, mainly by refreshing the brand image of PetroChina Shandong JN sales Branch, increasing the training of staff brand concept, increasing the strength of brand publicity, the difference in the implementation of strategy, The strategy implementation method based on balanced scorecard is adopted to implement differentiation strategy.
【學(xué)位授予單位】：中國石油大學(xué)（華東）
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.22;F272

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