發(fā)布時(shí)間：2018-02-28 05:27

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

【摘要】：近年來隨著國際經(jīng)濟(jì)及美元升值、國際原油價(jià)格的直線下跌及歐債危機(jī)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(diǎn)課題。廣州GB公司自2003年成立以來,在油品倉儲(chǔ)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(qiáng),自2013年6月公司二期投入運(yùn)營后,因剛性成本增加及且受當(dāng)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(yán)重的威脅。為此,根據(jù)廣州GB公司的經(jīng)營環(huán)境變化,設(shè)計(jì)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(shí)踐意義。本文采用PEST方法對成品油市場的宏觀環(huán)境進(jìn)行分析、采用“五力模型”對行業(yè)競爭環(huán)境進(jìn)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(yīng)的營銷策略方案。得出的具體結(jié)論是廣州GB公司存在的機(jī)會(huì)(O)有“一帶一路”“南沙自貿(mào)區(qū)”政策增加市場商機(jī)、汽車的消費(fèi)量增加；存在的威脅(T)原油價(jià)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(shí)力雄厚；存在的劣勢(W)管理體制不靈活、經(jīng)營隊(duì)伍薄弱、激勵(lì)機(jī)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(biāo)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(jià)策略、差異化策略及全方位的服務(wù)營銷策略及渠道策略；具體策略保障措施是制度建設(shè)改進(jìn)與完善、現(xiàn)有組織結(jié)構(gòu)進(jìn)行調(diào)整、進(jìn)一步降低融資成本,優(yōu)化現(xiàn)有人力資源隊(duì)伍,引進(jìn)職業(yè)化人才,推進(jìn)信息化建設(shè)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(bào)數(shù)據(jù)獲取；收集本公司總體運(yùn)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(kuò)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(shí)施境外資源進(jìn)口促進(jìn)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(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.22;F274

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