本文選題：XF能源公司 + 液化石油氣　； 參考：《天津財(cái)經(jīng)大學(xué)》2015年碩士論文

【摘要】：XF能源公司是中國(guó)海洋石油總公司下屬的三級(jí)單位,主要經(jīng)營(yíng)液化石油氣營(yíng)銷業(yè)務(wù)。目前的液化石油氣行業(yè),已經(jīng)從原先的國(guó)有壟斷經(jīng)營(yíng)逐漸轉(zhuǎn)變成市場(chǎng)化經(jīng)營(yíng)。受到國(guó)內(nèi)兩大石油巨頭中石油、中石化液化石油氣市場(chǎng)份額的不斷擴(kuò)大,民營(yíng)煉廠迅速進(jìn)軍并搶奪液化石油氣市場(chǎng),天然氣、二甲醚、太陽(yáng)能等替代品市場(chǎng)的擴(kuò)張等因素影響,導(dǎo)致XF能源公司液化氣石油的市場(chǎng)份額逐漸被擠壓,利潤(rùn)下滑嚴(yán)重,生存堪憂,營(yíng)銷策略難以持續(xù)進(jìn)行。改變XF能源公司的市場(chǎng)現(xiàn)狀是當(dāng)前急需解決的問(wèn)題,也是本文重點(diǎn)研究的內(nèi)容。通過(guò)制定科學(xué)的方案,改進(jìn)XF能源公司營(yíng)銷策略,轉(zhuǎn)變單一的經(jīng)營(yíng)模式,調(diào)整發(fā)展思路,改進(jìn)管理體系是能夠讓公司可持續(xù)發(fā)展的前提條件。結(jié)合當(dāng)前的市場(chǎng)營(yíng)銷環(huán)境,把握未來(lái)液化石油氣的市場(chǎng)走勢(shì)及發(fā)展應(yīng)用情況,對(duì)公司營(yíng)銷策略進(jìn)行相適應(yīng)的調(diào)整,才能讓XF能源公司在行業(yè)中立于不敗之地。本文以XF能源公司作為研究對(duì)象,以營(yíng)銷理論作為基礎(chǔ)進(jìn)行分析。采用PEST、“五力模型”的理論基礎(chǔ)綜合分析液化石油氣營(yíng)銷環(huán)境,根據(jù)企業(yè)在產(chǎn)品、定價(jià)、渠道、促銷這四個(gè)方面的營(yíng)銷現(xiàn)狀,分析企業(yè)在營(yíng)銷策略方面存在的問(wèn)題。然后針對(duì)存在的問(wèn)題提出了一系列的改進(jìn)方案,如提高產(chǎn)品質(zhì)量、建立合理的定價(jià)機(jī)制、拓寬營(yíng)銷渠道、進(jìn)行廣告宣傳等。同時(shí),文中還強(qiáng)調(diào)在實(shí)施營(yíng)銷改進(jìn)策略方案時(shí),應(yīng)采取一定的保障措施保證改進(jìn)方案的順利實(shí)施。如果按照提出的方案進(jìn)行改進(jìn),XF能源公司預(yù)期達(dá)到的效果為增加市場(chǎng)銷售份額,提高企業(yè)經(jīng)營(yíng)利潤(rùn),實(shí)現(xiàn)企業(yè)戰(zhàn)略發(fā)展目標(biāo)。本文的研究和分析為XF能源公司的營(yíng)銷策略改進(jìn)做出了一定的貢獻(xiàn),同時(shí)也對(duì)行業(yè)中的同類型公司提供一定的借鑒和幫助。
[Abstract]:XF Energy Company is a third-level unit of China National Offshore Oil Corporation, mainly engaged in LPG marketing business. At present, the liquefied petroleum gas industry has gradually changed from the original state-owned monopoly to market-oriented operation. Affected by the expansion of the market share of LPG by the two major domestic oil giants, PetroChina and Sinopec, private refineries quickly entered and seized the LPG market, natural gas, dimethyl ether, solar energy and other factors such as the expansion of the alternative market. As a result, XF Energy Company's market share of LPG oil has gradually been squeezed, profits have fallen seriously, the survival of XF energy company is worrying, and the marketing strategy is difficult to carry on continuously. Changing the market situation of XF Energy Company is an urgent problem to be solved, and it is also the focus of this paper. By making a scientific plan, improving the marketing strategy of XF Energy Company, changing the single management mode, adjusting the development thinking and improving the management system are the preconditions for the sustainable development of the company. Combining with the current marketing environment, grasping the market trend and development and application of liquefied petroleum gas in the future, and adjusting the marketing strategy of the company, XF energy company can be in an invincible position in the industry. This article takes XF energy company as the research object, takes the marketing theory as the foundation carries on the analysis. This paper analyzes the marketing environment of liquefied petroleum gas (LPG) based on the theory basis of PEST and "five Force Model". According to the marketing situation of the enterprise in four aspects: product, pricing, channel and promotion, the problems in marketing strategy are analyzed. Then a series of improvement schemes are put forward, such as improving product quality, establishing reasonable pricing mechanism, widening marketing channels, advertising and so on. At the same time, the paper also emphasizes that certain safeguard measures should be taken to ensure the smooth implementation of the improved marketing strategy. If according to the proposed plan to improve the XF energy company expected to achieve the effect of increasing the market share, increase business profits, achieve the strategic development goals of the enterprise. The research and analysis of this paper has made some contributions to the improvement of XF energy company's marketing strategy, at the same time, it also provides some reference and help to the same type of companies in the industry.
【學(xué)位授予單位】：天津財(cái)經(jīng)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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