中石化攀枝花公司成品市场营销战略的研究.pdf

摘 要 1 摘 要 进入二十一世纪以来，煤、电、油、运日益成为制约国民经济快速、稳定发 展的“瓶颈”。尤其是成品油供应，多次出现大面积“油荒”，其销售价格在与国 际原油价格倒挂的前提下更是一涨再涨。2005 年底国家财政部无偿拨付 100 亿元 给中国石化，作为其对国家经济发展所作出巨大代价的补偿，激起了全国人民对 成品油市场的关注。针对入世带来的冲击，成品油销售企业普遍面临考验。 本文在营销理论的基础上，通过亲身经历，调查了解，深入研究了成品油在 国际、国内市场中过去、现在的市场状况和发展历程，参考国际上欧美及亚洲发 达国家先期放开成品油管制后市场的实际变化和应对措施，以及结合中石化攀枝 花公司营销工作中存在的问题，理性分析营销外部环境和内部条件，运用 SWOT 分析法，根据成品油能源特点，就成品油市场从计划经济的垄断形式转向目前国 际国内市场竞争的垄断性竞争的形式后，对成品油批发市场即将准入后的优劣、 利弊进行了分析和研究，提出了“作好供应商管理，增加零售和直销网络、提高 经营质量，充分做好客户关系管理，实现公司和客户共同成长”的营销战略目标 和战略措施。并有针对性地提出了攀枝花公司应实施的七种营销策略：即供应管 理策略、价格策略、销售渠道策略、服务营销策略、企业形象策略、忠诚营销策 略和人才策略，并组织对策略的实施，从而促进中石化攀枝花公司的营销工作稳 步开展、健康发展，达到预期目标。本文的相关研究，可供经营成品油的同行在 营销工作中得到启迪。 关键词：营销策略，SWOT，成品油，销售市场 Abstract II Abstract Since the twenty first century, the resources of coal, electricity, gasoline and transportation have become the bottle neck which restrict national economy from the rapidly and steadily development. In particular, the short of supply of gasoline has become the serious problem. And the sale price of gasoline has increased for many times against the declining tendency of international price standard of crude oil. . At the end of 2005, the Finance Ministry of PRC paid RMBA 10billiion Yuan to the SINOPEC as the compensation for its cost for the development of national economy. This event has made the market of gasoline the focus of the people. With the impacts of the entering the WTO, the sales companies of gasoline are generally facing the challenges. On the basis of the several theories of marketing and sales, the paper investigates the development and current situations of both international and domestic markets of gasoline. In reference to the practical changes in the deregulated markets of the advanced countries in the area of Europe, America and Asia and the countermeasures of the countries, combing with the problems encountered in the marketing and sales practice of the Panzhihua Brach of SINOPEC ,the paper applies the SWOT analysis method, rationally