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论文编号：	8411
作者编号：	2120142498
上传时间：	2016/6/10 18:35:17
中文题目：	Z公司成品油市场营销策略研究
英文题目：	Marketing Strategy of the oil market Z Company
指导老师：	韩德昌
中文关键字：	成品油市场；Z公司营销管理；营销环境；营销策略
英文关键字：	product oil market; Analysis of marketing environment; The marketing strategy
中文摘要：	石油销售行业属于寡头垄断行业，中国石油和中国石化占据了国内石油销售市场的绝大部分市场份额，大连市所在的东北地区属于中国石油的腹地，中国石油占据了以上的市场份额，但随着近几年成品油市场的逐渐放开，国内油价与国际油价的逐步接轨，以及大连作为东北亚航运中心的发展定位，使中国石油的主要竞争对手中国石化、道达尔及其他社会经营单位逐渐渗入，成品油市场不断变幻，竞争愈演愈烈。国内成品油的在竞争的水平和格式上发生了大变化，中石化在以前是成品油的垄断企业，现在也逐渐变成群雄并立的局面了。Z公司是中国石油下属的销售企业，并且在石油市场上占有非常重要的份额，随着中国石化和社会民营企业的激烈竞争，Z公司想要让自己的市场占有一定的主导地位，就必须对成品油市场的适应能力进行增强，制定出正确的市场营销策略，才能在激烈的市场竞争中取胜。本文首先是结合成品油市场的理论以及市场营销学的基本方法，探讨了成品油试产的基本特点，并且分析了该市场的变化趋势，对Z公司成品油市场进行了剖析，同时运用SWOT分析法结合一些相应的数据，根据成品油这种能源的特点，对Z公司的外部环境和内部环境进行了分析和研究，并且分析了Z公司存在的一些营销问题，提出了做好供应商管理、提高经营质量、维护客户关系等诸多营销方案，可以说是从产品方略、价格方略、销售途径、企业形象策略、服务营销策略等等方面对Z公司进行了具体的营销策略分析，从而促进Z工资的营销工作能够健康、稳固的进展，不断提升企业的竞争力，完成企业的终极目标。
英文摘要：	Domestic oil product market with the reform of economy， the competition degree and great changes have taken place in the competitive landscape. Petrochina， sinopec's refined oil monopoly before， now also gradually became many situation. Z company is China petroleum sales enterprises， and plays a very important in the oil market share， as China's social fierce competition in private enterprise， the petrochemical and Z corporation wants to let own market occupies a dominant position， must be to enhance product oil market adaptability. The theory of this paper is to combine the refined oil market and the basic ways of marketing， discusses the basic characteristics of oil products development， and analyzes the change trend of the market， analyzed the refined oil market to the Z company， SWOT analysis method combined with some relevant data at the same time， according to the characteristics of refined oil products this energy of Z company's external environment and internal environment are analyzed and the research， and analyzes some marketing problems of Z company， puts forward the management of suppliers， improve the quality of management， improve customer relationship marketing strategy， that is， from product strategy， price strategy， marketing channel strategy， corporate image strategy， service marketing strategy， and so on aspects of Z company has carried on the concrete analysis of the marketing strategy， thus promote the marketing work of the Z wages can healthy and steady development， let the competitiveness of enterprises to continuously improve， so as to achieve the ultimate goal of enterprise.
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