中石化成品油营销网络发展研究

【作者】 吴雄兴；

【导师】 武春友；

【作者基本信息】 大连理工大学 ， 工商管理， 2002， 硕士

【摘要】 成品油的销售是石油行业市场竞争的最前沿，直接关系到中石化公司的生存和发展。随着全球经济一体化趋势，特别是加入WTO以后，我国在三五年内逐步放开国内成品油市场，这意味着中石化将直面国际成品油市场竞争。面对新的形势，要使自己立于不败之地，必须着力于推进成品油流通的现代化，建立现代营销体系，这些是提高中石化竞争力、迎接挑战的当务之急。 本文从中石化成品油销售的视角出发，通过引用大量数据，基于中石化成品油销售的发展现状，对此与国外大公司存在的差距，分析中石化成品油销售网络存在的问题。 为了建立中石化的成品油现代营销体系，提高企业竞争能力，本文运用了市场营销及供应链理论，探讨了影响中石化成品油销售网络的因素，包括顾客需求、市场风险、企业环境、竞争对手、产品特性等，从营销网络的目标确定、结构选择、发展重点等几个方面提出了建立成品油营销网络的发展构想，研究了现代流通方式，提出实行连锁经营、建立配送体系、实施供应链管理方法和步骤。更多还原

【Abstract】 The sale of oil products is one of the most competitive markets in the global oil industry, and also is an important factor affecting the survival and development of SINOPEC CORP. With the globalization of the world economy, especially with the entry to WTO, it is inevitable to open our domestic oil products market within 3 to 5 years, which means SINOPEC CORP will face the international oil products competition directly. Thus, under this condition, the modernization of oil product circulation and the establishment modern sale system become necessary choice to keep the competitive advantage.From the view of SINOPEC CORP oil products sale, on the basis of current condition, this thesis analyzes the difference between SINOPEC CORP and foreign oil companies, and points out the problems exiting in the marketing net.For the purpose of establishing a modern marketing net for SINOPEC CORP oil products, and increasing the competitive ability, this thesis discusses the elements of the marketing net, including custom demands, market venture, environment of company, competitor and characteristics of products. The design of the marketing net is built up on the following aspects: objects, organization, developing emphases. Based on the modern circulation theory, this thesis also puts forward the methods and steps for building up chain business, establishing circulating system and optimizing supply chains.更多还原