中国石油大学学报:社会科学版
中國石油大學學報:社會科學版
중국석유대학학보:사회과학판
Journal of China University of Petroleum (Edition of Social Sciences)
2013年
2期
1~4
,共null页
丁浩 陈绍会 李明莉 张书通
丁浩 陳紹會 李明莉 張書通
정호 진소회 리명리 장서통
中石化 销售企业 成品油市场 营销策略
中石化 銷售企業 成品油市場 營銷策略
중석화 소수기업 성품유시장 영소책략
Sinopec ; sales enterprise; refined oil market; marketing strategy
成品油是一种关系国计民生的战略性物资和特殊商品。中国加入WTO之后,跨国石油公司涌入中国,中国成品油市场格局发生了变化,石油企业竞争剧烈化。2009年5月开始实施的《石油价格管理办法》也对成品油市场产生了波动性影响。中国成品油销售的外部环境发生了变化。在新市场环境下中石化成品油营销策略应进行调整:营销重心向客户转移、提升品牌影响力、强化与其他国内石油公司的合作、进行销售体制改革以降低物流成本。只有这样.中石化成品油销售企业才能在激烈的市场竞争中立于不败之地。
成品油是一種關繫國計民生的戰略性物資和特殊商品。中國加入WTO之後,跨國石油公司湧入中國,中國成品油市場格跼髮生瞭變化,石油企業競爭劇烈化。2009年5月開始實施的《石油價格管理辦法》也對成品油市場產生瞭波動性影響。中國成品油銷售的外部環境髮生瞭變化。在新市場環境下中石化成品油營銷策略應進行調整:營銷重心嚮客戶轉移、提升品牌影響力、彊化與其他國內石油公司的閤作、進行銷售體製改革以降低物流成本。隻有這樣.中石化成品油銷售企業纔能在激烈的市場競爭中立于不敗之地。
성품유시일충관계국계민생적전략성물자화특수상품。중국가입WTO지후,과국석유공사용입중국,중국성품유시장격국발생료변화,석유기업경쟁극렬화。2009년5월개시실시적《석유개격관리판법》야대성품유시장산생료파동성영향。중국성품유소수적외부배경발생료변화。재신시장배경하중석화성품유영소책략응진행조정:영소중심향객호전이、제승품패영향력、강화여기타국내석유공사적합작、진행소수체제개혁이강저물류성본。지유저양.중석화성품유소수기업재능재격렬적시장경쟁중립우불패지지。
The refined oil is a kind of strategic commodities which is closely related to the national economy and the people's livelihood. After China's entry to the WTO, the influx of multinational oil companies into China has changed China's refined oil market structure and the competition between oil companies has become more intense. "Management of Oil Prices, May 2009" had a volatility impact on the refined oil market. The external marketing environment of the China refined oil has changed, in the new market environment the marketing strategy of the Sinopec refined oil should take some adjustments: to transfer marketing center to customer, to enhance the influence of the brand, to strengthen the cooperation with other domestic oil companies and to have reform towards marketing system to reduce logistics costs. Only in this way, will Sinopec oil sales enterprises be invincible in the fierce market compe- tition.