中石油统销模式下的营销策略分析

【作者】 刘丽华；

【导师】 柴俊武；

【作者基本信息】 电子科技大学 ， 工商管理， 2007， 硕士

【摘要】 随着全球一体化的快速发展,中国加入WTO后其石油化工产品市场的逐步对外开放,中国石油天然气股份有限公司化工与销售分公司将在激烈的竞争环境中生存、发展。销售是市场竞争的最前沿,是股份公司产业价值链的最终环节,决定着公司原油生产、管道运输和炼化加工等所有价值投入的最终实现,对提高公司效益极为重要。如果没有适应市场的销售体系和稳定可靠的终端销售网络,没有稳定的产品销售量,就不能保证炼化企业的正常生产,也将直接影响上游油田的稳产、增产。在这种形势下,如何结合企业实际,制定有效的产品销售模式,形成市场竞争优势,提升企业竞争力成为石化企业急需解决的问题。在2000年中国石油改制上市后,针对化工销售内部无序竞争、应收账款居高不下、销售业务严重亏损、产销关系严重对立等实际情况,采取了一系列有针对性的对策和措施,在销售模式上,实行“化工产品”统销模式:在统销管理上,实行了统一制定营销战略、统一建设网络、统一资源配置、统一制定价格、统一组织物流、统一管理信息、统一技术服务的“七统一”原则;建立了涵盖商流、物流和资金流一体的风险防范体系;形成了业绩、风险和收入三者统一的业绩考核机制。虽然这与原有的各生产厂自主销售模式截然不同,但是几年来统销模式的实践效果充分证明了这一销售模式的可行性。本文将对统销模式展开详细地分析,并理论结合实际,着重研究统销模式下的具体营销策略,希望不仅能对化工产品的销售有实际帮助,而且能够对国内类似企业提供参考。本文通过查阅文献、收集资料、调查研究、实证分析等方法,首先概述中国石油化工产品的销售情况,分析化工产品的销售环境,并对目前实施的统一销售模式从必要性、优劣势、运行成效等方面进行详细的阐述,接着,提出了中国石油化工产品统一销售模式的改进对策:深化统销体制、做好集约化经营;培育企业的核心能力;完善服务,开拓与巩固销售渠道;建立适应国际竞争的信息技术决策系统;建立完整的新产品开发策略;拓宽销售范围;加大人才培养。最后,结合4P理论重点分析了改进之营销策略,本文认为对于作为工业品的石油化工产品的营销策略,在产品上应该开发中高端产品,在渠道上要注重经销商和直销人员的战略组合,在促销上要因地制宜的进行渠道促销,在定价上可适当采用差别定价。更多还原

【Abstract】 With the rapid development of globalization, China’s petrochemical products market gradually opens to the outside world after China joined the WTO, China Petroleum and Chemical Corporation sales branches will survive and develop in the fiercely competitive environment. Marketing is in front of market competition and in end of value chain. It decides the realization of all value investment. It is very important to enhance the benefit. If there is not adapted sales system, stable sales network and stable sales number, it can not guarantee regular production. In this situation, how to design effective marketing pattern and form competition superiority is very important.After PetroChina redesign and came into market in 2000, in view of internal disorder competition, the high-level receivable account, serious loss of marketing, Opposition of manufacturing and marketing and so on, it adopted a series of measures. It implements the unified sales mode, such as the unified formulation marketing strategy, the unified construction network, the unified resources disposition, the unified formulation price, the unified organization physical distribution, the unified information management and the unified technical service. It establishes risk guard system covering commercial interchange, physical and fund flows. It forms achievement inspection mechanism unification the achievement, the risk and the income. Implementing the unification sale pattern for 6 years maintains profit Enhancement continuously. Although it is different from the original autonomy sales model of the production, but the recent years effect of practicing unified sales mode proved the feasibility of the mode of sale. This paper detailed analysis the unified sales mode, and focuses on the specific marketing strategies through combination theory and practice so as to help the sale of chemical products and provide reference information for the domestic similar enterprises.Through literature reviewing, information gathering, researching, and empirical analyzing, this paper firstly outlines the sales of China Petrochemical product, analyze sales environment of chemical products, and elaborates the unified sales mode’s necessity, advantages and disadvantages, and operational effectiveness. Then this paper proposes some methods and solutions to prefect the sales mode of China petroleum and chemical products, including deepening the marketing system to do better intensive business; cultivating its core competence; improving service, and developing and consolidating sales channels; establishing decision-making system to adapt the international competition; establishing complete new product development strategy; broadening the scope of sales; and intensifying training of personnel. Finally, the paper main analyzes the improved marketing strategy combining 4P marketing theory. The paper considers the marketing strategy of petrochemical products as industrial products, should develop high-end products, pay attention to the strategy portfolio of dealers and direct marketing sales, make the channel marketing in the light of local marketing conditions, and properly use differential pricing.更多还原