Abstract

Since twenty-first Century, China!s refined oil have been sustained and rapid

development, the status of the pillar industries of petroleum and chemical industry in

the national economy continues to strengthen, the pulling effect on the national

economy significantly more. With the development of market economy, the oil is

facing fi红ce competition in the market. Join WTO, to China oil industry has brought

rare opportunities for development at the same time, also has brought the inevitable

challenges. Therefore, make a special study of relevant experts in the development of

the industry, marketing management and other aspects, which is very important for

reference to develop the company's marketing strategy.Z was founded in 1999 January,

is a large oil the subsidiary company, under the direct administration of the group

company, under the 12 offices,17's company, which owned 10,holding 4,shares of 1,

2 holding warehousing company.Z company with business in Zhejiang for many years,

strong, fierce competition for days when Sinopec and system flexibility, abundant

capital of private enterprises and CNOOC, Sinochem, Total, Shell and other Chinese

and foreign enterprises Led by viewpoints of scientific development, In accordance

with the catch-up strategy forward,leap forward development,With the bigger and

stronger,to build the international standard of refined oil sales enterprises target

cohesion, Keep on carving, overcome difficulties,!。speed up the layout of the

network construction, Optimization of oil resource allocation, Scientific grasp

marketing rhythm,To increase the terminal sales efforts,Improve the quality of sales,

Strengthen market control ability, Competitive ability and social influence, Continue

to improve the level of marketing strategyIn order to achieve safe and stable,smooth,

team sales promotion, market expansion and network expansion speed target.

With the rapid development of global economic integration, especially after the

Third Plenary Session of the eighteen, China's comprehensive reform of the domestic

refined oil market, oil product market competition further intensified.Refined oil price

adjustment mechanism for the introduction of the new, To make the domestic refined

oil market and international market more closely,Market competition becomes more

intense, Put forward higher request to the business. Based on the analysis of the

Zhejiang regional economic characteristics and the characteristics of the refined oil

market in Zhejiang, Methods the marketing of refined oil market in Zhejiang,Detailed

analysis of data in Zhejiang area and Z company as the basis5With the combination of

III

摘要

迸入21世纪以来,我国成品油得到了持续快速的发展,石油化工行业在国

民经济中的支柱产业地位不断加强,对国民经济的拉动作用更加显著。随着市场

经济的发展,成品油面临着激烈的市场竞争。加入世贸组织,在给中国石油行业

带来难得的发展机遇的同时,也带来了不可避免的冲击和挑战。因此,相关领域

的专家在行业发展、营销管理等方面进行了专门的研究,对于公司的营销战略制

定具有非常重要的参考意义。z公司成立于1999年1月,为某大型成品油集团

公司全资子公司,由其集团公司直接管理,下设12个处室,17家旗下公司,其

中全资10家、控股4家、参股1家、2家控股仓储公司。Z公司面对在浙江经营

多年、实力强大、占得天时地利的中石化和机制体制灵活、资本雄厚的民营企业

以及中海油、中化、道达尔、壳牌等中外企业的激烈竞争,以科学发展观为统领,

加快网络建设布局,优化油品资源配置,科学把握营销节奏,加大终端销售力度,

提高销售质量,加强市场掌控能力、竞争能力和社会影响力,不断改进提升其营

销策略水平,以实现安全平稳、队伍平稳、销量提升、市场扩大和网络扩张提速

的目标。

随着全球经济一体化的快速发展,特别是十八届三中全会后,我国全面改革

国内成品油市场,成品油市场的竞争进一步加剧。新的成品油价格调整机制的出

台,使国内成品油市场与国际市场联系更加紧密,市场竞争变得更加激烈,对经

营提出了更高的要求。本文在分析浙江地域经济特点以及浙江成品油市场特点的

基础上,采用市场营销学的方法对浙江成品油市场进行分析,具体分析数据以浙

江地区和Z公司为依据,以定性和定量相结合的原则,运用重点分析、比较分析

等研究方法,借鉴同行业先进经验,结合实际提出Z公司的经营策略。

关键词:营销、油品、SWOT、策略

I

浙江工业大学硕士学位论文
Z公司油品营销策略研究

quantitative and qualitative principles, The key analysis, comparative analysis and

other research methods, Learn from the advanced experience in the same industry,

With flae realities of the Z company’s business strategy.

Keywords: marketing,oil,SWOT,strateg