【摘要】：目前，，國(guó)內(nèi)外石油巨頭紛紛借中國(guó)西部大開(kāi)發(fā)及中部崛起之勢(shì)，在這些地區(qū)積極投資建廠，大量生產(chǎn)化工產(chǎn)品，尤其是甲苯產(chǎn)品，使得該地區(qū)甲苯市場(chǎng)競(jìng)爭(zhēng)變得日益激烈。在激烈的競(jìng)爭(zhēng)中，中石化華中分公司在該地區(qū)的領(lǐng)導(dǎo)者地位日益動(dòng)搖，華中分公司必須重新對(duì)市場(chǎng)進(jìn)行分析以制定出更有競(jìng)爭(zhēng)力的營(yíng)銷(xiāo)策略來(lái)求得生存和發(fā)展。 本文首先從國(guó)內(nèi)、華中地區(qū)兩個(gè)角度出發(fā)，對(duì)甲苯市場(chǎng)的外部環(huán)境、內(nèi)部條件、市場(chǎng)狀況進(jìn)行綜合分析，運(yùn)用SWOT分析方法，系統(tǒng)總結(jié)出中石化華中分公司甲苯銷(xiāo)售所具備的優(yōu)勢(shì)與劣勢(shì)、所面臨的機(jī)會(huì)與威脅。其中，優(yōu)勢(shì)包括品牌效應(yīng)優(yōu)勢(shì)、資金優(yōu)勢(shì)、資源優(yōu)勢(shì)等；劣勢(shì)包括營(yíng)銷(xiāo)策略劣勢(shì)、人才劣勢(shì)、售后服務(wù)劣勢(shì)、物流基建劣勢(shì)等；機(jī)會(huì)包括需求旺盛、國(guó)家政策扶持等；威脅包括市場(chǎng)預(yù)測(cè)難度大、同行業(yè)競(jìng)爭(zhēng)激烈、產(chǎn)能過(guò)剩日趨嚴(yán)重等。接著，在現(xiàn)代營(yíng)銷(xiāo)理論的指導(dǎo)下，制定出以精細(xì)化營(yíng)銷(xiāo)為核心的適應(yīng)市場(chǎng)環(huán)境以及競(jìng)爭(zhēng)需求的五大營(yíng)銷(xiāo)策略，即：產(chǎn)品策略、渠道分布策略、定價(jià)策略、促銷(xiāo)策略、客戶服務(wù)策略。營(yíng)銷(xiāo)策略制定后，為保證營(yíng)銷(xiāo)策略在實(shí)施過(guò)程中的執(zhí)行力，文章中指出了要對(duì)營(yíng)銷(xiāo)策略的實(shí)施過(guò)程進(jìn)行全面的監(jiān)控，并提出了要制定詳細(xì)的營(yíng)銷(xiāo)策略實(shí)施計(jì)劃。 論文的價(jià)值在于系統(tǒng)地梳理了中石化華中分公司歷次的市場(chǎng)營(yíng)銷(xiāo)策略，并對(duì)其進(jìn)行分析與評(píng)價(jià)；接下來(lái)與時(shí)俱進(jìn)地探討了精細(xì)化營(yíng)銷(xiāo)策略，并同時(shí)提出與之相匹配的營(yíng)銷(xiāo)策略實(shí)施計(jì)劃，以保證策略實(shí)施的有效性。希望通過(guò)對(duì)營(yíng)銷(xiāo)策略的調(diào)整，能穩(wěn)定中石化華中地區(qū)的市場(chǎng)地位。
[Abstract]:At present, with the development of western China and the rise of central China, oil giants at home and abroad have actively invested in these areas to build factories and produce large quantities of chemical products, especially toluene, which makes the market competition of toluene in this region become increasingly fierce. In the fierce competition, the leadership status of Sinopec Huazhong Branch in this area is increasingly vacillating, Huazhong Branch must re-analyze the market in order to formulate more competitive marketing strategy to survive and develop. In this paper, the external environment, internal conditions and market conditions of toluene market are analyzed synthetically from two aspects of domestic and central China, and SWOT analysis method is used. The advantages and disadvantages, opportunities and threats of toluene sales in Sinopec Huazhong Branch are summarized systematically. Among them, the advantages include brand effect advantage, capital advantage, resource advantage, etc., the disadvantages include marketing strategy, talent, after-sales service, logistics infrastructure, opportunities include strong demand, national policy support and so on. Threats include difficult market forecasts, fierce competition in the same industry, and growing overcapacity. Then, under the guidance of modern marketing theory, five marketing strategies, which are product strategy, channel distribution strategy, pricing strategy and promotion strategy, are worked out to adapt to the market environment and competition demand with fine marketing as the core. Customer service strategy. After the marketing strategy is formulated, in order to ensure the executive power of the marketing strategy in the implementation process, the article points out that the implementation process of the marketing strategy should be monitored comprehensively, and puts forward the detailed marketing strategy implementation plan. The value of the thesis lies in systematically combing the successive marketing strategies of Huazhong Branch of Sinopec, and analyzing and evaluating them. At the same time, the corresponding marketing strategy implementation plan is put forward to ensure the effectiveness of the strategy implementation. Through the adjustment of marketing strategy, we hope to stabilize the market position of Sinopec Central China.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.722

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