本文選題：A公司 + 成品油��； 參考：《北京化工大學(xué)》2015年碩士論文

【摘要】：石油產(chǎn)業(yè)在中國的發(fā)展中占據(jù)重要的地位,是我國基礎(chǔ)設(shè)社、各行業(yè)的能源支撐。中國石化是國內(nèi)成品油市場的主要供應(yīng)商之一。加入WTO后,國內(nèi)成品油市場逐步放開,隨著汽車保有量快速上升和物流業(yè)的興起,零售市場容量急劇擴(kuò)張。而大量的基礎(chǔ)設(shè)施建設(shè)和大型工程的不斷上馬,也極大刺激了柴油的消費需求。成品油市場經(jīng)歷十年的快速擴(kuò)張,當(dāng)前以趨于飽和。汽車限量限號政策不斷推出,國內(nèi)原油加工能力過剩,成品油供求關(guān)系已經(jīng)逆轉(zhuǎn)。中石化面臨同行央企和跨國石油巨頭的激烈競爭與嚴(yán)峻挑戰(zhàn)。2014年國際油價出現(xiàn)斷崖式下跌,國內(nèi)人工成本大幅上升,使成品油銷售進(jìn)入“微利”時代。中石化在成品油營銷上多措并舉,除發(fā)揮終端優(yōu)勢外,也要深耕其他渠道,才能把握主動權(quán)。本文通過對中石化A分公司成品油市場營銷現(xiàn)狀進(jìn)行SWOT分析,分析了A公司現(xiàn)有的四種成品油銷售渠道,分析了每種渠道針對的細(xì)分市場。通過對各個渠道效率進(jìn)行分析比較,指出中石化A分公司成品油市場營銷渠道方面存在的問題。最后提出渠道優(yōu)化的目標(biāo)和方法,使A公司渠道系統(tǒng)以更低成本滿足服務(wù)產(chǎn)出需求,改善利潤率。
[Abstract]:Petroleum industry plays an important role in the development of China. Sinopec is one of the main suppliers of domestic oil products market. After China's entry into WTO, the domestic refined oil market has been gradually liberalized, and with the rapid increase of automobile ownership and the rise of logistics industry, the capacity of retail market has expanded rapidly. And a large number of infrastructure construction and large-scale projects continue to mount, also greatly stimulate the consumption of diesel demand. The oil product market has experienced a decade of rapid expansion and is now saturated. Auto limit policy has been introduced, domestic crude oil processing capacity is overcapacity, the supply and demand relationship of refined oil products has been reversed. Sinopec faces fierce competition and tough challenges from its peers, state-owned and multinational oil giants. The steep fall in international oil prices in 2014 and a sharp rise in domestic labor costs have pushed the sale of refined oil products into an era of "meagre profit". Sinopec in the product oil marketing measures, in addition to play the terminal advantage, but also deep ploughing other channels, in order to grasp the initiative. Based on the SWOT analysis of the marketing situation of finished oil products in Sinopec Company A, this paper analyzes the four existing marketing channels of refined oil products in A Company, and analyzes the market segments for which each channel is directed. By analyzing and comparing the efficiency of each channel, this paper points out the problems existing in the marketing channel of Sinopec A Company. Finally, the aim and method of channel optimization are put forward, so that the channel system of company A can meet the demand of service output at lower cost and improve the profit margin.
【學(xué)位授予單位】：北京化工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.72;F274

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