国内加油站非油业务的营销策略研究-工商管理专业论文.docxVIP

中文摘要 成品油市场的全面放开，国外石油巨头壳牌、美孚、BP 的纷纷入驻，使得 国内成品油零售市场的竞争愈加激烈，加油站油品销售的利润幅度和空间逐渐压 缩。国内石油销售企业中国石油、中国石化拥有数万家加油站的庞大销售网络体 系，大力发展非油业务，积极向综合服务区转变形象，不仅是时代发展的需要， 也是企业发展的需要。发展非油业务，是完善服务功能、满足顾客需求的需要。 发展非油业务，是应对市场竞争、提升品牌形象的需要。发展非油业务，是发挥 资源优势、增强盈利能力的需要。 本文主要运用市场营销、战略管理、供应链管理等工商管理知识，站在国内 大型石油公司的角度，对非油业务发展进行营销策略性研究。首先，运用资料收 集法和实际调研的工作方法，描述国内外非油业务的发展现状，借鉴国外大型石 油企业加油站非油业务发展的成功经验，分析国内非油业务存在的差距；其次， 运用PEST分析、波特五力竞争模型、产品关联度、SWOT模型等分析工具和方法， 分析我国加油站非油业务发展的宏观环境、行业环境和资源能力等，进行加油站 非油业务的可行性研究；第三，侧重从顾客需求和消费行为与心理的角度，对国 内的加油站进行市场细分，研究不同类型的加油站非油业务拓展可以涉及的领域 和范围，进行非油业务发展的有效性研究；最后，以新丰加油站为例，进行国内 加油站非油业务营销策略的案例性研究。 关键词: 加油站；非油业务；营销策略；产品关联度；消费心理 ABSTRACT With the full liberalization of the refined oil market, many foreign oil giants such as Shell, Mobil, BPs have settled in, forcing the domestic oil market increasingly fierce competitive. In the retail fuel stations, oil sales margins and profit are gradually compressed. Domestic oil marketing companies, China Petroleum, Sinopec, have tens of thousands of fuel stations in large networks. To develop non-oil business and actively integrated service area to change the image, not only the needs of the times, but also the needs of business development. Development of non-oil business is to improve services to satisfy customers’ needs and demands. Development of non-oil business is to deal with market competition, to enhance the brand image. Development of non-oil business is to express the advantage of resources and to enhance revenues. In this thesis, the writer standing on the large domestic oil companies’ point of view, attempted to use the business administration knowledge, including marketing management, strategy management, supply chain management and so on, to study on the marketing tactics of non-oil business. First, with the use of surveys data and the actual collections of work, describe the development of non-oil business in domestic and international fuel stations, with the big oil companies’ successful experience to analysis the gaps. Second, with th