本文關鍵詞： 石油行業(yè) 成品油 營銷策略　出處：《西北大學》2015年碩士論文　論文類型：學位論文

【摘要】：近年來隨著國際經(jīng)濟及美元升值、國際原油價格的直線下跌及歐債危機等等造成大宗商品的承壓,使得我國成品油企業(yè)利潤空間受到極大的打壓,企業(yè)如何在激烈的市場中立于不敗之地?是企業(yè)管理者研究的重點課題。廣州GB公司自2003年成立以來,在油品倉儲行業(yè)已樹立華南地區(qū)的品牌及影響力,公司的盈利能力較強,自2013年6月公司二期投入運營后,因剛性成本增加及且受當前大環(huán)境的影響,利潤下降,企業(yè)的生存與發(fā)展受到嚴重的威脅。為此,根據(jù)廣州GB公司的經(jīng)營環(huán)境變化,設計出一種適合本企業(yè)發(fā)展、能提高企業(yè)競爭力的營銷策略具有很重要的實踐意義。本文采用PEST方法對成品油市場的宏觀環(huán)境進行分析、采用“五力模型”對行業(yè)競爭環(huán)境進行了分析,采用SWOT分析法制定了廣州GB公司的市場定位,并制定相應的營銷策略方案。得出的具體結論是廣州GB公司存在的機會(O)有“一帶一路”“南沙自貿(mào)區(qū)”政策增加市場商機、汽車的消費量增加；存在的威脅(T)原油價格下跌、大宗商品不景氣、成品油供大于求；具有的優(yōu)勢(S)多年積累品牌知名度、庫區(qū)碼頭條件良好、資金實力雄厚；存在的劣勢(W)管理體制不靈活、經(jīng)營隊伍薄弱、激勵機制無競爭力、管理信息化未跟上等等。本文所研究的廣州GB公司的目標市場是汽、柴、船用燃料油用戶,市場定位為BP庫的庫提用戶。營銷策略是：品牌策略、靈活定價策略、差異化策略及全方位的服務營銷策略及渠道策略；具體策略保障措施是制度建設改進與完善、現(xiàn)有組織結構進行調整、進一步降低融資成本,優(yōu)化現(xiàn)有人力資源隊伍,引進職業(yè)化人才,推進信息化建設提升管理效率。本文的不足之處主要是分析仍以定性為主,定量較少；競爭對手、宏觀環(huán)境研究主要通過網(wǎng)上信息及企業(yè)年報數(shù)據(jù)獲取；收集本公司總體運營資料不夠完備。下一步研究的問題是如何提高人力資源管理水平、通過品牌輸出擴大市場份額、下游油站渠道的收購或參股、利用現(xiàn)庫區(qū)條件實施境外資源進口促進成品油批發(fā)等問題。
[Abstract]:In recent years, with the appreciation of the international economy and the US dollar, the plummeting of international crude oil prices and the European debt crisis have caused pressure on commodities, which has greatly depressed the profit margins of Chinese oil products enterprises. How can an enterprise stand in an invincible position in a fierce market? Since its establishment in 2003, Guangzhou GB Company has established its brand and influence in the oil storage industry in South China, and its profitability is relatively strong. Since June 2013, the company has been in operation for the second phase. Due to the increase of rigid cost and the decrease of profit, the survival and development of enterprises are seriously threatened. Therefore, according to the changes in the operating environment of Guangzhou GB Company, a kind of suitable for the development of this enterprise is designed. The marketing strategy which can improve the competitiveness of enterprises is of great practical significance. In this paper, PEST method is used to analyze the macro environment of the oil products market, and the "five forces model" is used to analyze the competitive environment of the industry. The market orientation of Guangzhou GB Company is worked out by using SWOT analysis method, and the corresponding marketing strategy scheme is worked out. The concrete conclusion is that there are "Belt and Road" and "Nansha Free Trade Zone" policy to increase market opportunities in Guangzhou GB Company. Increased consumption of automobiles; existing threats; crude oil prices fall; commodities recession; supply of refined oil exceeds demand; advantages of accumulated brand awareness for many years; good conditions of terminals in the reservoir area; strong financial strength; The existing disadvantages are that the management system is inflexible, the management team is weak, the incentive mechanism is not competitive, the management information has not kept up with, etc. The target market of the Guangzhou GB Company studied in this paper is the customers of gasoline, firewood and marine fuel oil. The marketing strategy is: brand strategy, flexible pricing strategy, differentiation strategy and omnidirectional service marketing strategy and channel strategy, the concrete strategy safeguard measure is the system construction improvement and the consummation, the marketing strategy is the BP library Kuti user. The present organization structure is adjusted, the financing cost is further reduced, the existing human resources team is optimized, the professional talents are introduced, and the information construction is promoted to improve the management efficiency. Less quantitative; competitors, macro environmental research mainly through online information and enterprise annual report data access; collect the company's overall operation data is not complete. The next research is how to improve the level of human resources management, Through the brand export to expand the market share, the downstream oil station channel purchase or the share participation, uses the present reservoir area condition to carry out the overseas resources import to promote the refined oil wholesale and so on.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.22;F274

【相似文獻】

相關期刊論文 前10條

1 ;商務部醞釀調整成品油批發(fā)環(huán)節(jié)準入門檻[J];中國石油和化工標準與質量;2006年07期

2 陳維亞;;江蘇石油商會:合作促共贏[J];中國石油石化;2006年24期

3 邱利紅;石油集團:低成本快速建立區(qū)外成品油批發(fā)網(wǎng)絡[J];國際石油經(jīng)濟;2000年03期

4 ;成品油批發(fā)倉儲新政策將出臺[J];時代汽車;2005年12期

5 ;政策[J];中國高新技術企業(yè);2005年03期

6 鄭傳均,羅云松;民營成品油批發(fā)企業(yè)競爭策略研究[J];企業(yè)技術開發(fā);2005年08期

7 ;成品油批發(fā)倉儲新政策將出臺[J];石油商技;2005年06期

8 海松;;透析開放前夜的中國成品油市場——“中國成品油批發(fā)與零售行業(yè)展望”國際論壇觀點集粹[J];國際石油經(jīng)濟;2006年06期

9 劉麗琴;;成品油批發(fā)門檻敲定[J];中國石油石化;2006年24期

10 林倫;;全面開放考驗中國油市[J];中國石油企業(yè);2006年11期

相關重要報紙文章 前10條

1 宿清華;成品油市場改革細則近日出臺[N];中國工業(yè)報;2007年

2 鐘新;8家企業(yè)獲成品油批發(fā)權[N];中國化工報;2007年

3 記者 劉方斌;首批合資企業(yè)獲準成品油批發(fā)[N];中國化工報;2007年

4 ;成品油批發(fā)市場開放在即[N];中國礦業(yè)報;2006年

5 裴s，

本文編號：1545944