摘要
近年来,随着中国经济的发展,SBC产品市场幵放程度円益扩大,各企业之
间的竞争程度也越来越激烈。与此同时,海外强势品牌亦纷纷进入国内,在不
同的目标市场纷纷建立自有的销售渠道,利用价格低、品种全、强化服务和
市场宣传等手段,抢占市场份额,在市场形成一定的品牌优势地位。伴随着
市场经济的发展,市场营销理论也得到进一步的深化,运用现代市场营销理
论为中国石化SBC产品的发展提供指导以提高其竞争力具有重要的理论与现
实意义。

本文根据中国石化SBC产品的实际市场营销运作,分析了中国石化SBC产
品现有的营销策略及面临的新问题,并提出了优化中国石化SBC产品市场营
销策略的具体内容和保障措施。首先,阐述了市场营销的相关理论,包括市场
营销概念、传统的市场营销观念和新发展的营销理论。其次,分析了中国石化
SBC产品的市场营销现状及面临的新问题。再次,基于4Cs营销策略、品牌营销
策略、网络营销策略、虚拟营销策略和全球营销策略,提出了中国石化SBC产
品市场营销策略优化设计的具体内容;最后,阐述了中国石化SBC产品新市场
营销策略的实施控制与保障措施。

本文较系统全面地研究了中国石化SBC产品所处的市场环境和面临的新问
题,制定了中国石化SBC产品的新市场营销策略,并提出了保障该策略顺利
实施的配套设施,试图为中国石化S B C产品的发展提供有效的营销策略。

关键词:市场营销;营销策略;中国石化;SBC产品
Abstract
In recent years, with the development of China's economy, the opening degree of
SBC product market is expanding. The competition between enterprises is also more
and more fierce. At the same time, many powerful enterprises with strong brand in
overseas also enter the domestic. They establish their private sales channels in
different target market, capture big market share and foster certain brand advantage
position with low price, the whole variety products, enhancing service and marketing
methods. With the development of market economy, the market marketing theory also
gets further deepening. Using the modern marketing theory providing the guidance for
the development of Sinopec Group's SBC product in order to enhance its
competitiveness has important theoretical and practical significance.
In this paper, according to the actual marketing operation of the Sinopec Group's
SBC products, we analyze SBC product's existing marketing strategy and the new
problems. And we also put forward the optimum specific content and security
measures to guarantee the marketing strategy of the Sinopec Group's SBC product
smooth implementation. First of all, this paper expounds the market marketing related
theory, including marketing concept, the traditional market marketing idea and the
new development of the marketing theory. Second, we analyze SBC product's
existing marketing strategy and the new problems. Third, we proposed the specific
content of the Sinopec Group's SBC product optimization design marketing strategy,
based on 4Cs marketing strategy, brand marketing strategy, marketing strategy,
marketing strategy and global virtual marketing strategy. Finally, this paper expounds
the Sinopec Group's SBC product marketing strategy for the implementation of new
market.
。。。