【摘要】：隨著國內(nèi)成品油市場的逐步開放,大批企業(yè)進入船用燃油銷售行業(yè),而金融危機的爆發(fā),使得全球航運業(yè)一片蕭條,許多民營企業(yè)紛紛退出,而外資企業(yè)也受到較大的沖擊。為走出困境,許多船用燃油銷售企業(yè)意識到制定營銷策略的重要性,進而提高企業(yè)市場競爭力。德意志石油公司于1977年成立,但是近幾年受政策環(huán)境、經(jīng)濟環(huán)境、社會文化環(huán)境、技術(shù)環(huán)境和顧客需求變化的影響,營業(yè)情況受到較大影響。因此研究該公司所面臨的內(nèi)外部環(huán)境以及制定相應(yīng)的營銷策略和戰(zhàn)略規(guī)劃已成為該公司需要迫切解決的發(fā)展問題之一�；诖�,本文以德意志石油為研究對象,根據(jù)相關(guān)市場營銷理論,運用PEST、波特五力模型對宏觀經(jīng)濟形勢、行業(yè)的整體狀況及公司的優(yōu)勢、劣勢、所面臨的機會和威脅進行詳細研究,尋求行業(yè)競爭的關(guān)鍵要素并結(jié)合該公司自身經(jīng)營特點,確定適合該公司發(fā)展的營銷策略,并為之制定出相應(yīng)的建議和對策。即在產(chǎn)品營銷戰(zhàn)略上實行差異定價、地區(qū)定價和組合定價策略,以品牌、質(zhì)量、服務(wù)策略來進入中高端客戶策略,以產(chǎn)品差異化為基礎(chǔ),利用內(nèi)部資源和能力進行創(chuàng)新,進一步提高市場競爭力。同時,從組織、制度、人力資源以及安全四個角度才制定相應(yīng)的措施以保障營銷策略得以順利實施。本文的研究結(jié)論不僅將推動德意志石油擺脫困境、快速發(fā)展,并對開拓中國市場的外資石油企業(yè)的發(fā)展起到一定的指導(dǎo)和借鑒作用。
[Abstract]:With the gradual opening of domestic oil products market, a large number of enterprises enter the shipping fuel sales industry, and the outbreak of the financial crisis, makes the global shipping industry a depression, many private enterprises have to withdraw, and foreign enterprises are also subject to a greater impact. In order to get out of the predicament, many shipping fuel sales enterprises realize the importance of formulating marketing strategy, and then improve the market competitiveness of the enterprises. Deutsche Oil Company was founded in 1977, but in recent years, its business situation has been greatly affected by the changes of policy environment, economic environment, social and cultural environment, technological environment and customer demand. Therefore, the study of the internal and external environment and the formulation of the corresponding marketing strategy and strategic planning has become one of the urgent problems that the company needs to solve. Based on this, this paper takes Deutsche Oil as the research object, according to the related marketing theory, applies the PEST, Porter five-force model to the macroeconomic situation, the overall situation of the industry and the advantages and disadvantages of the company. The opportunities and threats faced by the company are studied in detail, and the key elements of the competition in the industry are sought and the marketing strategies suitable for the development of the company are determined according to the company's own operating characteristics, and the corresponding suggestions and countermeasures are made for them. That is, implement differential pricing in product marketing strategy, regional pricing and combination pricing strategy, brand, quality, service strategy to enter the high-end customer strategy, product differentiation as the basis, using internal resources and capabilities for innovation, Further improve market competitiveness. At the same time, from the organizational, institutional, human resources and security aspects of the relevant measures to ensure the smooth implementation of marketing strategies. The conclusion of this paper will not only promote Deutsche Oil to get rid of the predicament and develop rapidly, but also play a guiding and referential role in the development of foreign-funded oil enterprises that exploit the Chinese market.
【學位授予單位】：大連理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F416.22

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相關(guān)期刊論文 前1條

1 李偉娟;張朋程;;我國成品油市場的新動態(tài)與策略[J];石油化工技術(shù)與經(jīng)濟;2011年01期

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