中國石油江西銷售公司加油站零售網(wǎng)絡(luò)發(fā)展戰(zhàn)略研究
發(fā)布時(shí)間：2018-07-28 15:12
【摘要】：加油站作為成品油銷售終端,被推到了成品油市場競爭的最前沿,誰占領(lǐng)了成品油銷售的終端網(wǎng)絡(luò)誰就占領(lǐng)了成品油市場。從全國來看,目前仍然是中石油、中石化兩大集團(tuán)占主要的市場份額。但是,隨著成品油零售市場的全面放開,市場競爭主體日益多元化,加油站網(wǎng)點(diǎn)的爭奪更趨白熱化。江西省作為內(nèi)陸省份,外國油企尚未進(jìn)入,但是,成品油市場的競爭主體也日趨多元化。中國石油2002年進(jìn)入江西市場,經(jīng)過10多年的發(fā)展已然成為江西市場重要的油品供應(yīng)商,打破了原有中石化一家壟斷的局面,近兩年中化集團(tuán)、中海油紛紛進(jìn)入江西市場,民營企業(yè)更是積極參與加油站網(wǎng)點(diǎn)爭奪,競爭日益激烈。而加油站是高成本的設(shè)施,如果不按照一定的速度和規(guī)律發(fā)展,就有可能造成網(wǎng)絡(luò)密集,資源浪費(fèi)。所謂“不謀長遠(yuǎn)者,不足以謀一時(shí)”,加油站網(wǎng)絡(luò)建設(shè)是一項(xiàng)長期性的工作。當(dāng)前,隨著新能源汽車的發(fā)展,傳統(tǒng)加油站的發(fā)展需要重新定位;隨著汽車生活理念的興起,消費(fèi)者對加油站非油品業(yè)務(wù)提出了更高要求。所以,必須從戰(zhàn)略的高度進(jìn)行總體謀劃,因時(shí)因地制宜,善于把握市場機(jī)遇,勇于迎接挑戰(zhàn),發(fā)揮企業(yè)優(yōu)勢,克服劣勢,積極推進(jìn)加油站網(wǎng)絡(luò)建設(shè),努力實(shí)現(xiàn)企業(yè)的總體目標(biāo)。本文旨在為中國石油江西銷售公司的加油站零售網(wǎng)絡(luò)發(fā)展,制定科學(xué)有效的戰(zhàn)略。文章前兩章對研究背景、研究思路及研究的主要內(nèi)容進(jìn)行了交代,對相關(guān)文獻(xiàn)進(jìn)行了綜述,對戰(zhàn)略管理相關(guān)基礎(chǔ)理論進(jìn)行了概述。第三章對中國石油江西銷售公司發(fā)展加油站零售網(wǎng)絡(luò)的外部環(huán)境以及企業(yè)內(nèi)部條件進(jìn)行了論述,并通過SWOT分析進(jìn)行了戰(zhàn)略匹配。第四章在分析了成品油銷售企業(yè)一般性戰(zhàn)略選擇的基礎(chǔ)上,結(jié)合公司自身的使命和企業(yè)定位,選擇了相應(yīng)的發(fā)展戰(zhàn)略,并制訂了戰(zhàn)略實(shí)施策略和保障措施。文章最后對研究結(jié)論進(jìn)行了總結(jié)陳述,并提出了研究展望。
[Abstract]:As the terminal of oil products sales, gas stations are pushed to the forefront of the competition in the oil products market, and whoever occupies the terminal network of the oil products sales will occupy the oil products market. From the national point of view, is still PetroChina, Sinopec two major groups account for the main market share. However, with the overall liberalization of the refined oil retail market, the main body of market competition is increasingly diversified, and the competition for gas station outlets is becoming more and more intense. Jiangxi Province as an inland province, foreign oil enterprises have not entered, but the main body of competition in the refined oil market is becoming more and more diversified. PetroChina entered the Jiangxi market in 2002. After more than 10 years of development, it has become an important oil supplier in Jiangxi market, breaking the monopoly situation of Sinopec. In the last two years, Sinochem and CNOOC have entered the Jiangxi market one after another. Private enterprises are actively participating in the competition for gas stations, increasingly fierce competition. The gas station is a high cost facility, if it does not develop according to certain speed and law, it may cause network density and waste of resources. The so-called "not long-term, not enough for a while", gas station network construction is a long-term work. At present, with the development of new energy vehicles, the development of traditional gas stations needs to be reoriented, and with the rise of the concept of automobile life, consumers put forward higher requirements for the non-oil products business of gas stations. Therefore, we must plan the whole from the height of strategy, be good at grasping the market opportunity, brave to meet the challenge, give play to the advantage of the enterprise, overcome the inferiority, actively promote the construction of gas station network, and strive to realize the overall goal of the enterprise. The purpose of this paper is to establish a scientific and effective strategy for the development of the retail network of the gas station of China Petroleum Jiangxi sales Company. The first two chapters give an account of the research background, research ideas and main contents of the research, summarize the relevant literature, and summarize the basic theories of strategic management. The third chapter discusses the external environment and internal conditions of the development of gas station retail network in China Petroleum Jiangxi sales Company, and carries on the strategic matching through the SWOT analysis. In the fourth chapter, on the basis of analyzing the general strategic choice of the oil products sales enterprises, combined with the company's own mission and enterprise positioning, the author chooses the corresponding development strategy, and formulates the strategy implementation strategy and safeguard measures. At the end of the paper, the conclusion of the study is summarized and the prospect of the research is put forward.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.22;F274
[Abstract]:As the terminal of oil products sales, gas stations are pushed to the forefront of the competition in the oil products market, and whoever occupies the terminal network of the oil products sales will occupy the oil products market. From the national point of view, is still PetroChina, Sinopec two major groups account for the main market share. However, with the overall liberalization of the refined oil retail market, the main body of market competition is increasingly diversified, and the competition for gas station outlets is becoming more and more intense. Jiangxi Province as an inland province, foreign oil enterprises have not entered, but the main body of competition in the refined oil market is becoming more and more diversified. PetroChina entered the Jiangxi market in 2002. After more than 10 years of development, it has become an important oil supplier in Jiangxi market, breaking the monopoly situation of Sinopec. In the last two years, Sinochem and CNOOC have entered the Jiangxi market one after another. Private enterprises are actively participating in the competition for gas stations, increasingly fierce competition. The gas station is a high cost facility, if it does not develop according to certain speed and law, it may cause network density and waste of resources. The so-called "not long-term, not enough for a while", gas station network construction is a long-term work. At present, with the development of new energy vehicles, the development of traditional gas stations needs to be reoriented, and with the rise of the concept of automobile life, consumers put forward higher requirements for the non-oil products business of gas stations. Therefore, we must plan the whole from the height of strategy, be good at grasping the market opportunity, brave to meet the challenge, give play to the advantage of the enterprise, overcome the inferiority, actively promote the construction of gas station network, and strive to realize the overall goal of the enterprise. The purpose of this paper is to establish a scientific and effective strategy for the development of the retail network of the gas station of China Petroleum Jiangxi sales Company. The first two chapters give an account of the research background, research ideas and main contents of the research, summarize the relevant literature, and summarize the basic theories of strategic management. The third chapter discusses the external environment and internal conditions of the development of gas station retail network in China Petroleum Jiangxi sales Company, and carries on the strategic matching through the SWOT analysis. In the fourth chapter, on the basis of analyzing the general strategic choice of the oil products sales enterprises, combined with the company's own mission and enterprise positioning, the author chooses the corresponding development strategy, and formulates the strategy implementation strategy and safeguard measures. At the end of the paper, the conclusion of the study is summarized and the prospect of the research is put forward.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.22;F274
【參考文獻(xiàn)】
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