【作者】 焦德宝；

【导师】 金晓彤；

【作者基本信息】 吉林大学 ， 工商管理， 2008， 硕士

【摘要】 石油既是一种普通的商品,又是一种特殊的战略物资。我国石油行业多年来一直置身于政府的重重保护之下,至1993年才开始逐步开放了成品油批发、零售业务。1998年在政府主导下石化系统进行了重组,成立了三大集团公司,并允许民营企业加入成品油经营业务。2001年我国加入了WTO,并根据入世时的承诺已先后放开了成品油零售、批发市场。作为传统国有石油销售企业的中石油吉林销售公司如何迅速提高市场营销能力、更好的面对竞争是当务之急。本文首先对中石油吉林销售公司的概况及其业务进行了介绍,阐述了公司的历史经历、经营产品、销售价格、销售渠道和促销方式。其次,对公司成品油市场营销环境进行了分析,包括国内成品油行业状况分析、吉林省成品油市场分析和吉林省成品油市场竞争分析。再次,进行了中石油吉林销售公司成品油销售SWOT分析,分析了公司的优势、劣势、机会和所面临的威胁。最后,提出了公司成品油营销策略的确立与实施。通过一体化运作,协调发展、优先发展终端、逐步实施资源多元化和国际化、逐步实现内部价格市场化等销售业务发展的总体思路。确立和实施以下营销策略:产品策略,大力加强品牌建设,突出中石油品牌形象;渠道策略,加大终端网络建设,通过加大资金投入打造“黄金终端”,并不断完善现有配送业务,建立现代化油品配送体系;促销策略,通过人员促销、广告投入、公共关系建设、加强内部人员培训等多种方式,提升公众形象,创建市场机会;价格策略,把握好价格和效益两者的辨证关系,充分认识到没有用户、没有市场、没有销售就没有效益。更多还原

【Abstract】 As the pillar industry of our national economy, the petroleum and chemical industry moves continuously under the planned economy system. Along with the expansion of the force of opening to the outside as well as with the gradually connection with the international market, the supply-demand relation changes frequently, petroleum product falling short of demand in turn appears frequently with the supply in excess of demand. How to enhance the marketing level of refined oil and guarantee the society’s demand needs the petroleum marketing enterprises to hand in the satisfying answer sheet. Petroleum China Jilin Marketing Company (PCJMC), as the subordinate enterprise of CNPC, is the main channel seller in Jilin Province refined oil market. Although at present this company is occupying the dominant position in Jilin Province, but the research in refined oil marketing strategy can not keep pace with the rapid development of the market. Facing the present and future keen competition, it is an urgent duty of PCJMC that how to make the company to be in an impregnable position. So this study would be lf great significance.This paper can be divided into four parts. The first part introduces the survey of Chinese Petroleum Jilin Sale Company. This company was founded in 1950. Jilin Province Petroleum Main Corporation is the predecessor of the Chinese Petroleum Jilin Sale Company. After two reorganizations which happened in 1998 and 1999, the Chinese Petroleum Natural Gas Lim. Company Jilin Sale Branch Company and the Jilin Province Petroleum Main Corporation were established, and one set of organized groups implemented the management. PCJMC now mainly engages in the whole sale of gasoline, petroleum, diesel oil and lubricating oil and retail sails service.The second part analyzes the situation of the Chinese Petroleum Jilin Sale Company. The rapid development of the world economy has affected the demand of the entire society to the petroleum, especially after 2005, the petroleum demand rises continuously, which lead to the appearance of intermittent short of demand. All of these factors cause the price of the petroleum rises, and the overall benefit of the petrified industry also rises.According to the accounts of the Chinese Petroleum and the Chemical Industry Association, the output of the gas oil net, the diesel oil, and the petroleum is 195000000 tons, and this number increased 7.2% than that of the last year.With the development of the market of crude oil and the refined oil in China, Chinese Petroleum Jilin Sale Company has to face not only the domestic competitors’competition, but also from the comprehensive strength of the overseas multinational corporation. Along with the further mature of the market, great changes would be occurred in Jilin Province refined oil market from the minority oligopoly to multi-oligopoly.At present, the wholesale business of the refined oil is managed by China Petroleum Company, China Chemical Corporation, and six private enterprises which have the refined oil wholesale power; the retail business of it is managed by China Petroleum Company, China Chemical Corporation, various social units and gas stations.The third part is a comprehensive analysis of the refined oil of Chinese Petroleum Jilin Sale Company. By the about ten years development and the optimization and the combination to the network, the Chinese Petroleum Jilin Sale Company has constructed the network marketing system which has the feature of great fuel depot and circulation, and formed the thinking of expanding big market. In 2007, the refine oil sales volume of the company broke through 3000000 ton, the total sales topped 1500million Yuan, thus“the double growth and the double breakthrough”has been realized.In 2007, the gasoline sales volume of the company was relative few, but diesel oil sales volume was relative big. That caused the gasoline stock relatively high, but the diesel oil stock relative low. Because of the contradiction between the production and the sale, the company had to transfer the surplus gasoline to the South, which increased the transportation cost and the overall benefit lost a lot.Recently years, the economy of Jilin Province developed rapidly. In 2007, the economic growth rate of Jilin Province was only inferior to Inner Mongolia and ranks the second place in China. The rapid growth of the economy caused the growth of the demand for the refined oil and has created the good market environment.In order to collect the fund and seek the support, China Petroleum and Chemical Corporation contact with several big petroleum giants of the world unceasingly, which leads to the international petroleum giants to the domestic refined oil market. So our petroleum and petroleum chemistry enterprises are facing the competitions coming from the domestic and international markets.The fourth part proposes the strategy of the refined oil marketing of the Chinese Petroleum Jilin Sale Company and its implementation.We should take the overall maximization of benefit as the center, explore the domestic refined oil market, develop the terminal sale, as well as develop the market competition ability, gaining benefit and anti-risk abilities.Production strategy-strengthening the construction of the brand, prominent the petroleum brand image.Channel strategy-Appling the strategies of the terminal network expansion and the allocation.The Chinese Petroleum Jilin Sale Company promotion sales take the personnel promotion sales as the leadership, and adapts different forms aims at various users, that would stimulate the short-term sales volume. Moreover the propaganda of the petroleum brand should be needed.If we want to develop the market, the forbidden area of benefit supreme must be broken. The dialectical relations between price and benefit should be considered carefully.In a word, facing the brand new environment and competitors, the Chinese Petroleum Jilin Sale Company must transfer their thinking from focusing on the quantity to focusing on the competitive power. And appropriate marketing strategy and manage pattern should be adopted in order to improve the central competitive power. Only by these actions can the company take an impregnable position in the future.更多还原