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论文编号：	9258
作者编号：	2120142641
上传时间：	2017/6/14 22:29:30
中文题目：	壳牌中国公司成品油零售业务竞争战略研究
英文题目：	Research on the Competition Strategy for Retail Business of Product Oil of Shell China Co.
指导老师：	柳茂平
中文关键字：	成品油零售、加油站、竞争战略、价值链
英文关键字：	retail of petroleum products, gas stations, competition strategies, value chain
中文摘要：	随着经济的发展和汽车保有量的增加，我国的加油站数量不断增加，成品油零售企业进入了一个更为激烈的竞争环境。而我国的成品油零售业务格局呈现出国有企业占据“半边天”的格局，对于外资的石油巨头来讲，面对经济快速发展的中国，如何在进入国内市场后利用其优势分得一杯羹值得探讨。 本文以世界500强的壳牌作为研究对象，从成品油零售业务的外部环境出发，分析了加油站的演变历史以及我国加油站的政治、经济、社会文化、技术环境，以及竞争状况。由外部转向内部，接下来分析了壳牌在中国的成品油零售业务的内部优劣势，从而导出在中国经营的战略目标和竞争战略的选择。接下来着重进行了价值链细分，运用波特的价值链理论，将中国的加油站经营业务分为了基础活动和业务活动，并分析了其竞争战略的驱动因素，以这些因素的难以模仿性为基础，构建了壳牌中国公司成品油零售业务的系统措施。研究发现，该行业大多以低成本作为市场进入和提升竞争优势的战略，但壳牌中国加油站以差异化战略为主导方向，主要体现在零售油品在全球技术研发下的独特性、油品诉求的差异化、平行业务单元的差异化经营、和市场推广的差异化、以顾客为中心的服务差异化等方面。 在国家政策频出、政府管制的行业背景下，本文为国内的成品油零售企业提供了一个实例，也可为相近类型企业的基于价值链的竞争研究提供参考。
英文摘要：	With economic development and increase of car ownership, the quantities of gas stations in China have been increased, which makes retailing companies of petroleum products head into a more competitive environment. However, the retailing business presents a setup where state-owned enterprises take up half of the market, which is worth researching how to make more profits when foreign petroleum giants who have entered into China market in face of a country with high-speed economic development. Objected to the Shell, one of the TOP 500 enterprises in the world, this dissertation is started from the external environment of petroleum products retailing business and covers the analysis on the evolving history of gas stations as well as the politics, economics, social cultures, techniques environments and competition situations related to Chinese gas stations. Turning to the internal environment, this thesis also contains the analysis on pros and cons of the Shell in retailing business, which leads to the choices of strategic goals and competition strategies. Following which, it focuses on segment of value chain based on Porter’s value chains theory by dividing gas stations operation into fundamental and business activities with analysis on driven factors of their strategies. Based on the difficulties in imitating the factors, the thesis provides systematic measures for the retailing business of petroleum products in Shell China. It is revealed in the research that most of the retailing business takes lower cost as the strategies for market entry and competitive advantages lifting. However, gas stations of Shell China is mainly directed by differentiation strategies, which mostly lie in peculiarity of retail petroleum products globally researched and developed, and in differentiation of oil products demand, paralleled business units marketing, market promotion and services centered in customers. Background by frequent policies and government regulations, this dissertation provides a living example for retailing enterprises of petroleum products in China as well as a reference for other companies in similar types to research competition based on value chain.
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