本文關鍵詞： 市場營銷 成品油 “4P理論” 市場定位 目標市場　出處：《西北大學》2015年碩士論文　論文類型：學位論文

【摘要】：以消費者需求為出發(fā)點,有計劃、有針對性的實施產(chǎn)品策略、價格策略、渠道策略和促銷策略,這對經(jīng)濟新常態(tài)下的成品油銷售有著至關重要的作用。隨著物流技術的蓬勃發(fā)展、信息技術革命日新月異,成品油供需產(chǎn)生了一系列新變化、新特征。在中國成品油市場向世界開放腳步不斷加快的形勢下,世界原油價格、國內(nèi)成品油價格處于低位運行,YCPC集團的成品油營銷現(xiàn)狀,尤其是較為單一的銷售渠道已越來越不適應社會的發(fā)展、市場的激勵競爭,常常受制于人,對YCPC集團成品油產(chǎn)業(yè)鏈整體價值的提升造成了很大的阻礙。尤其是YCPC集團的零售終端建設起步比較晚,加油站運營效率不高、品牌建設不足、營銷力度不夠,已成為影響企業(yè)持續(xù)快速發(fā)展的重要因素。為了進一步優(yōu)化成品油營銷策略,科學應對國內(nèi)外成品油市場的機遇和挑戰(zhàn),不斷創(chuàng)新改革銷售策略,發(fā)揮有限資源的無限價值,持續(xù)提高企業(yè)核心競爭力,本文以YCPC為研究對象,深入分析了成品油營銷的現(xiàn)狀、存在的問題以及面臨的行業(yè)發(fā)展環(huán)境、競爭環(huán)境,YCPC成品油業(yè)務發(fā)展所擁有優(yōu)勢與劣勢,所面臨的機會與威脅。通過分析,本文提出了YCPC成品油業(yè)務營銷策略優(yōu)化方面,包括優(yōu)化的原則、目標、目標市場的選擇、市場定位以及產(chǎn)品、價格、渠道、促銷等“4P”優(yōu)化策略。本文認為,在機遇與挑戰(zhàn)并存的條件下,YCPC成品油業(yè)務要立足實際,持續(xù)推進產(chǎn)品、價格、渠道、促銷等“4P”優(yōu)化策略,按照“由近及遠、由高價區(qū)向低價區(qū)發(fā)展”的原則,深耕陜西市場,穩(wěn)定西南市場,拓展華中市場,爭奪華北市場,兼顧輻射華東、華南市場；要守住自身優(yōu)勢區(qū)域,盡量避免與中石油、中石化的正面沖突,做好中石油、中石化的補位；要開發(fā)高端汽油產(chǎn)品,提升品牌形象,大力發(fā)展終端網(wǎng)絡及流通領域分銷商,轉變營銷理念,靈活采取差別定價與折扣定價,豐富促銷活動；要構建產(chǎn)銷一體化組織管理體系、部署信息化建設提高現(xiàn)代化管理水平,要強化安全管理、風險管理、績效考核等重要機制,要重視人力資源開發(fā),以實現(xiàn)并保障新營銷策略順利實施。
[Abstract]:Take the consumer demand as the starting point, has the plan, the pertinence implements the product strategy, the price strategy, the channel strategy and the promotion strategy. With the rapid development of logistics technology, the information technology revolution changes with each passing day, and a series of new changes have taken place in the supply and demand of refined oil products. New features. Under the situation that the Chinese refined oil market is opening to the world, the world crude oil price and the domestic refined oil price are running at a low level. Especially the relatively single sales channel has become more and more unsuitable for the development of the society, and the incentive and competition of the market are often controlled by others. Especially the retail terminal construction of YCPC Group started relatively late, the operation efficiency of gas station is not high, and the brand construction is insufficient. Insufficient marketing intensity has become an important factor affecting the sustained and rapid development of enterprises. In order to further optimize the marketing strategy of refined oil products, scientific response to domestic and foreign oil products market opportunities and challenges. Continuously innovating and reforming the marketing strategy, exerting the unlimited value of limited resources and continuously improving the core competitiveness of the enterprise, this paper takes YCPC as the research object, deeply analyzes the present situation of the oil product marketing. The existing problems and industry development environment, competitive environment YCPC oil products business development has strengths and weaknesses, opportunities and threats faced by the analysis. This paper puts forward the optimization of YCPC oil products marketing strategy, including the optimization principles, objectives, target market selection, market positioning and products, prices, channels. This paper holds that under the condition of co-existence of opportunities and challenges, the YCPC oil products business should be based on reality and continue to promote the "4p" optimization strategies such as product, price, channel and promotion. According to the principle of "developing from near to far, from high price area to low price area", the market of deep ploughing Shaanxi, stabilizing the market of southwest China, expanding the market of central China, competing for the market of North China, taking into account the market of radiation east and south China; We should keep our own superior areas, avoid the positive conflict with PetroChina and Sinopec as far as possible, and do a good job of making up the position of PetroChina and Sinopec. To develop high-end gasoline products, enhance the brand image, vigorously develop terminal networks and distributors in circulation, change marketing concepts, flexibly adopt differential pricing and discount pricing, enrich promotional activities; In order to build an integrated organization and management system of production and marketing, to deploy information to improve the level of modern management, to strengthen security management, risk management, performance evaluation and other important mechanisms, attention should be paid to the development of human resources. To achieve and ensure the smooth implementation of the new marketing strategy.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.22;F274

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