【作者】 康磊；

【导师】 崔明；

【作者基本信息】 兰州大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 中国自2010年以来,已经位居世界第二大石化产品的生产和消费大国,同时随着石化产品的下游装置和工艺的不断发展和拓深,液体石油化工产品尤其是石油苯市场竞争日趋激烈。本文主要研究中国石油西北化工销售公司石油苯的营销管理策略。借鉴国内外先进的营销理念,将理论与实际相结合,首先从石油苯的国内市场研究入手,通过使用大量的数据系统地分析了石油苯产品在生产、消费、价格等方面的状况；其次使用宏观环境分析和SWOT分析研究了公司石油苯的内外部营销环境,优势与劣势,机会与威胁；再次使用STP理论阐述了公司石油苯的目标市场定位过程；然后结合公司自身的特点,运用4P营销组合理论分析并确立了石油苯在产品、价格、分销、促销四个方面的具体营销策略；最后详细探讨了公司石油苯营销策略实施的保障状况。论文的研究希望能够对公司其他产品的营销有一定的借鉴意义,以加强中国石油西北化工销售公司整体的营销水平,提高中石油西北化工销售公司的整体竞争力。更多还原

【Abstract】 Since2010, China has become the world’s second largest producer and consumer of petroleum chemicals in the petrochemical industry. At the same time, with the continuous development and extension of the downstream units and technologies of petrochemical products, liquid petrochemical products, especially petroleum benzene, are facing an increasingly fierce competition in the market.The main research content of this article is the marketing Strategy of the petroleum benzene products of PetroChina Northwest Chemical Marketing Company. It drew on the experience of advanced marketing concepts from home and abroad, and combined theory with practice. It first started with the market research of petroleum benzene, and analyzed the conditions of petroleum benzene in terms of production, consumption and price-affecting factors systematically with large amounts of data; Secondly use the macro environment analysis and SWOT analysis the internal and external marketing environment of a company petroleum benzene, strengths and weaknesses, opportunities and threats; once more using the STP theory elaborated the company target market positioning process of petroleum benzene; And then combined with the company’s own characteristics, use4P marketing mix theories analysis and established the petroleum benzene in product, price, distribution, promotion of specific marketing strategies; Finally discusses the company’s petroleum benzene security situation on the implementation of marketing strategy.At the same time, it was hoped that with research, it could provide certain reference for the company in selling other products, in order to strengthen the overall marketing level of PetroChina Northwest Chemical Marketing Company and to raise the overall competitiveness of it.更多还原