本文選題：銷(xiāo)售渠道 + 終端建設(shè)��； 參考：《電子科技大學(xué)》2013年碩士論文

【摘要】：隨著工業(yè)化發(fā)展的進(jìn)程加速，社會(huì)對(duì)能源的需求日益增長(zhǎng)，當(dāng)今社會(huì)主要三大能源需求產(chǎn)品為煤炭、石油和天然氣，而石油資源在全球社會(huì)中又被比擬為“黑金”，對(duì)當(dāng)今社會(huì)發(fā)展經(jīng)濟(jì)發(fā)展，軍事戰(zhàn)略需求的作用更是無(wú)可替代。 我國(guó)的石油消費(fèi)量位居全球第二，成品油市場(chǎng)慢慢進(jìn)入到多元化競(jìng)爭(zhēng)的時(shí)代。中國(guó)的石油資源主要控制在國(guó)家三大央企當(dāng)中，北方以中國(guó)石油天然氣集團(tuán)公司（以下簡(jiǎn)稱(chēng)“中石油”）為主，南方以中國(guó)石油化工集團(tuán)公司（以下簡(jiǎn)稱(chēng)“中石化”）為主，海上以中國(guó)海洋石油總公司（以下簡(jiǎn)稱(chēng)“中海油”）為主。 對(duì)于市場(chǎng)營(yíng)銷(xiāo)能力，尤其是在終端管理水平和銷(xiāo)售能力方面，國(guó)內(nèi)和國(guó)際石油公司間有著明顯差距，而且中石油和中石化兩大集團(tuán)巨頭掌控著成品油市場(chǎng)的終端，，因此需進(jìn)一步增強(qiáng)中海油集團(tuán)對(duì)成品油銷(xiāo)售市場(chǎng)營(yíng)銷(xiāo)的研究。本文首先通過(guò)研究并分析跨國(guó)石油集團(tuán)成品油的市場(chǎng)營(yíng)銷(xiāo)策略和國(guó)內(nèi)兩大石油公司成品油的營(yíng)銷(xiāo)模式與策略現(xiàn)狀，通過(guò)比較方法論對(duì)中海油成品油的營(yíng)銷(xiāo)模式與策略進(jìn)行了相對(duì)全面的比較研究，系統(tǒng)分析了中海油成品油營(yíng)銷(xiāo)渠道目前的優(yōu)勢(shì)和不足。其次，在深入分析并總結(jié)國(guó)內(nèi)外成品油銷(xiāo)售渠道的成功經(jīng)驗(yàn)后，并結(jié)合目前中海油成品油銷(xiāo)售的實(shí)際情況，對(duì)中海油成品油的銷(xiāo)售渠道建設(shè)提出了一些看法。 因中海油并不具備兩大集團(tuán)的先天優(yōu)勢(shì)，所以在成品油銷(xiāo)售渠道建設(shè)上仍存在很多問(wèn)題。故我們通過(guò)對(duì)國(guó)內(nèi)外成品油營(yíng)銷(xiāo)模式的比較，分析總結(jié)了國(guó)內(nèi)成品油營(yíng)銷(xiāo)的差距，并針對(duì)中海油成品油市場(chǎng)的營(yíng)銷(xiāo)模式與營(yíng)銷(xiāo)策略提出了一些建議，主要采取差異化的發(fā)展思路，促進(jìn)中海油成品油銷(xiāo)售渠道建設(shè)有著重要意義。同時(shí)，也彌補(bǔ)了中海油構(gòu)建成品油銷(xiāo)售渠道研究上的不足。
[Abstract]:With the acceleration of industrialization and the increasing demand for energy, the three main products of energy demand are coal, oil and natural gas, and petroleum resources are compared to "black gold" in the global society.The role of military strategic demand is irreplaceable for the economic development of today's society.China's oil consumption ranks second in the world, and the refined oil market has gradually entered the era of diversified competition.China's oil resources are mainly controlled by the three major national central enterprises. In the north, China National Petroleum and Gas Corporation (hereinafter referred to as "PetroChina") is the main group; in the south, the China Petroleum and Chemical Corporation (hereinafter referred to as "Sinopec") is the main group.Offshore China National Offshore Oil Corporation (hereinafter referred to as "CNOOC") mainly.There is a clear gap between domestic and international oil companies in terms of marketing capabilities, especially in terms of terminal management and sales capabilities, and the two major conglomerates, PetroChina and Sinopec, control the terminals of the refined oil market.Therefore, it is necessary to further enhance CNOOC's research on the marketing of refined oil products.First of all, through the research and analysis of the marketing strategies of the oil products of transnational petroleum groups and the marketing models and strategies of the two major oil companies in China,Through comparative research on the marketing mode and strategy of CNOOC refined oil, the advantages and disadvantages of Cnooc's marketing channel are systematically analyzed.Secondly, after deeply analyzing and summing up the successful experience of domestic and foreign refined oil sales channels, and combining with the actual situation of CNOOC's refined oil sales at present, this paper puts forward some views on the construction of Cnooc refined oil sales channels.Because CNOOC does not have the innate advantages of the two groups, there are still many problems in the construction of oil product sales channels.Therefore, through the comparison of domestic and foreign oil product marketing modes, we analyze and summarize the gap of domestic oil products marketing, and put forward some suggestions on the marketing mode and marketing strategy of CNOOC refined oil market.It is of great significance to promote the construction of CNOOC refined oil sales channel by adopting the development of differentiation.At the same time, it also makes up for CNOOC to build oil products on the lack of marketing channels.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.2

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