【摘要】：隨著市場競爭的日趨激烈,企業(yè)在競爭中所面臨的阻礙也成為企業(yè)管理者越來越急于解決的重大難題。中國石油沈陽銷售分公司(以下簡稱“中油沈陽銷售公司”)隸屬于中國石油天然氣股份有限公司(以下簡稱“中國石油”),是遼寧省乃至東北地區(qū)最大的成品油批發(fā)和零售企業(yè)之一。 我國加入WTO以后,國外的大中型石油公司紛紛進入我國市場,沈陽作為我國經(jīng)濟發(fā)展的戰(zhàn)略要地和東北老工業(yè)基地,是國內(nèi)外大型石油企業(yè)的必爭之地,市場競爭環(huán)境面臨著嚴峻的挑戰(zhàn),市場份額進一步被瓜分。面臨這樣一個嚴峻的競爭環(huán)境,中油沈陽銷售公司如何根據(jù)沈陽地區(qū)的成品油市場競爭環(huán)境,分析中油沈陽銷售公司自身的競爭形勢,是沈陽分公司必須面臨的重大難題。 本文以競爭戰(zhàn)略的分析角度,對中油沈陽銷售公司在外部環(huán)境中的政治、經(jīng)濟、社會、科技等宏觀環(huán)境和內(nèi)部環(huán)境中自身資源和能力的優(yōu)勢劣勢進行深入的分析。運用波特五力模型和SWOT矩陣得出適合企業(yè)采取的競爭戰(zhàn)略形勢,制定中油沈陽銷售公司的戰(zhàn)略計劃、戰(zhàn)略實施和保障措施。
[Abstract]:With the increasingly fierce competition in the market, the obstacles faced by enterprises in the competition have become a major problem that managers are eager to solve more and more. China National Petroleum Shenyang sales Company (hereinafter referred to as "PetroChina Shenyang sales Company") is affiliated with China National Petroleum Corporation (hereinafter referred to as "PetroChina"), Liaoning Province and even the Northeast region of the largest oil products wholesale and retail enterprises. After China's entry into WTO, foreign large and medium-sized oil companies have entered the Chinese market one after another. Shenyang, as a strategic center of our country's economic development and an old industrial base in Northeast China, is a necessary place for large oil enterprises at home and abroad. The market competition environment is facing the stern challenge, the market share is further divided. Faced with such a severe competitive environment, how to analyze the competitive situation of CNPC Shenyang sales Company according to the competitive environment of Shenyang oil products market is a major problem that Shenyang Branch must face. From the perspective of competitive strategy, this paper makes a deep analysis of the advantages and disadvantages of resources and capabilities of PetroChina Shenyang sales Company in the external environment, such as political, economic, social, scientific and technological environment and internal environment. By using Porter's five-force model and SWOT matrix, the competitive strategic situation suitable for enterprises is obtained, and the strategic plan, strategic implementation and safeguard measures of PetroChina Shenyang sales Company are worked out.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.22;F272

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