本文選題：石油銷售　切入點(diǎn)：加油卡　出處：《西南石油大學(xué)》2014年碩士論文

【摘要】：隨著中國成品油零售市場的不斷放開,競爭的重點(diǎn)將是服務(wù),而信息系統(tǒng)管理是提升服務(wù)的一個(gè)關(guān)鍵領(lǐng)域,國內(nèi)以石油、石化兩大集團(tuán)為主導(dǎo),大大小小成品油零售企業(yè)紛紛開始發(fā)行加油卡,旨在通過成品油零售的電子化,以IC卡取代傳統(tǒng)的現(xiàn)金、油票等結(jié)算方式,實(shí)現(xiàn)加油款的電子支付和交易數(shù)據(jù)的自動(dòng)采集,提高加油站的管理水平和服務(wù)水平,增強(qiáng)市場競爭能力。本文通過對比、分析國內(nèi)外加油卡業(yè)務(wù)發(fā)展現(xiàn)狀、先進(jìn)的管理及營銷策略,深入比較石油石化兩大集團(tuán)加油卡業(yè)務(wù),對中國石油四川銷售公司加油卡業(yè)務(wù)營銷現(xiàn)狀、卡業(yè)務(wù)營銷中存在的問題、卡業(yè)務(wù)營銷影響因素等進(jìn)行了認(rèn)真分析研究,依據(jù)油氣營銷理論、現(xiàn)代服務(wù)業(yè)基本規(guī)律,對比國內(nèi)外的加油卡業(yè)務(wù)常用營銷手段、方式及促銷效果,將市場營銷、績效管理等一系列理論知識與實(shí)際情況相結(jié)合,從產(chǎn)品、價(jià)格、渠道、促銷、客戶和關(guān)聯(lián)策略等多方面入手,做出適當(dāng)?shù)姆治雠c選擇,最后制定出適合四川銷售公司的加油卡業(yè)務(wù)營銷戰(zhàn)略,促進(jìn)四川銷售公司進(jìn)一步提高零售業(yè)務(wù)的核心競爭力,在激烈的市場競爭中掌握主動(dòng)權(quán)。
[Abstract]:With the continuous liberalization of the retail market of refined oil products in China, the focus of competition will be on services, and information system management is a key area for upgrading services. The two major oil and petrochemical groups are leading the domestic market.Large and small oil products retail enterprises began to issue refueling cards one after another, with the aim of replacing traditional cash and oil tickets with IC cards through the electronic distribution of refined oil products, so as to realize the electronic payment of refueling funds and the automatic collection of transaction data.Improve the management of gas stations and service level, enhance market competitiveness.Through comparison, this paper analyzes the present situation of domestic and international refueling card business development, advanced management and marketing strategy, deeply compares the two oil and petrochemical groups refueling card business, and analyzes the current situation of CNPC Sichuan sales company refueling card business marketing.The problems existing in card business marketing and the influencing factors of card business marketing are carefully analyzed and studied. According to the theory of oil and gas marketing and the basic law of modern service industry, the common marketing methods, methods and promotion effects of refueling card business at home and abroad are compared.Combining a series of theoretical knowledge such as marketing, performance management with the actual situation, from the product, price, channel, promotion, customer and related strategy and other aspects, to make appropriate analysis and choice,Finally, the paper formulates the marketing strategy of refueling card business suitable for Sichuan sales company, promotes Sichuan sales company to further improve the core competitiveness of retail business, and takes the initiative in the fierce market competition.
【學(xué)位授予單位】：西南石油大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.22

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