自原油价格大幅下跌至今，国际大型石油公司持续调整成品油的营销，通过企业
自身的能力、资金以及雄厚的技术优势，在全世界调整并提升业务模式，提升市
场延伸的步伐。随着全球化的发展，网络技术的突飞猛进，成品油领域的竞争趋
向于白热化，传统的营销和管理的概念都发生了额巨大的变化

随着中国石油云南销售分公司在云南成品油市场占有份额的逐年增加，强林
石化等省内民营油企的崛起，燃气、电动等替代能源经营企业的出现，BP 等跨国
石油公司及其他省外民营油企渗透力度的加大，由于云南地区“十二五”所制定的
万元总值能源消耗计划，也使得当地的成品油市场将会发生由卖方到买方市场的
巨大变化。在后者的背景下，营销管理工作的质量会在某种意义上对企业的发展
能力产生根本的影响，而如果相关工作跟不上的话，则会使得企业丧失市场份额，
进而导致效益大幅萎缩。故而，对于中国石油云南销售分公司而言成品油营销管
理方面的创新是必然的

本文经过将理论分析和实践相综合的方式，针对中国石油云南销售分公司在
营销制度方面的构建采取了深入额度分析研究。本文整理了当前市场和企业运营
之间的联系，经过分析当前企业的营销情况，点明了当前企业所现存的问题；并
基于此给予了一定的调整意见。本文由中国石油云南销售分公司的相关业务情况
入手，进而拓展到整个企业构建现代成品油经营销售系统，这样的成果对于其他
成品油销售企业的相关工作都是极有参考价值的

关键词：成品油 市场 营销策略成都理工大学硕士学位论文
II
Research on marketing strategy of refined oil
——a case study of PetroChina yunnan marketing company
Abstract
Under the condition of globalization and market economy, enterprise management
of the external environment and internal conditions are the major. After the outbreak of
the international financial crisis, the international major oil companies constantly
adjust product sales business, because of its ability, financial strength and
technological advantages, brand image, in the global scope optimize marketing
operations, to speed up the outside market. Globalization and the rapid development of
network technology, makes the product more and more intense competition in the
industry and the impact of the traditional marketing model and management ideas are
greatly.
As the PetroChina Yunnan Marketing Company province in yunnan refined oil
products market share increase year by year, Lin the rise of private oil companies such
as petrochemical, the emergence of alternative energy sources such as gas enterprise,
multinational oil companies such as BP penetration strength increase, twelfth
five-year plan in yunnan ten thousand yuan GDP energy consumption goal
formulation, determines the yunnan product oil market will be covered by the seller
market to buyer market change. The stand or fall of a buyer&39;s market environment,
marketing management work to a certain extent determines the survival of enterprises,
marketing management lag inevitably lead to the loss of market share and benefit of a
sharp downturn. Therefore, Petrochina yunnan marketing company product marketing
management innovation is imperative.
In this article, through the method of combining theoretical research and business
practice of Petrochina yunnan marketing company marketing system to build the
research of the system. Thesis straighten out the relationship between product
marketing and enterprise management, through analyze the Petrochina yunnan
marketing company marketing present situation, points out the present problems of the
enterprise; Then the company existing problems put forward the corresponding
measures and Suggestions for improvement. Based on the belt surface, based on the
research of the Petrochina yunnan marketing company product marketing, can promoteAbstract
III
to establish the modern enterprise product marketing system, the research of other oil
sales enterprises management has reference significance.
Key words: Refinedoil Marketing Strategy目 录
V
目 录
第 1 章 引 言....1
1.1 研究背景.1
1.2 研究意义.2
1.3 国内外的研究动态及发展趋势.2
1.4 研究思路和研究方法.....5
1.4.1 研究思路..5
1.4.2 研究方法..6
第 2 章 相关理论基础及概念....7
2.1 市场营销学相关理论.....7
2.1.1 市场营销定义......7
2.1.2 市场营销策略......7
2.2 成品油的营销特性.......10
2.3 成品油营销策略研究...11
2.3.1 产品策略11
2.3.2 服务策略12
2.3.3 价格策略13
2.3.4 销售渠道策略....15
2.3.5 促销策略16
第 3 章 中国石油云南销售分公司成品油营销环境 分析... 18
3.1 外部环境分析...18
3.1.1 云南地区市场环境概况18
3.1.2 云南主要竞争对手分析19
3.2 中国石油云南分公司营销现状分析...20
3.2.1 中国石油云南销售分公司介绍20
3.2.2 发展历程20
3.2.3 组织架构21
3.2.4 发展规划21
3.3 云南销售分公司内部环境的 SWOT 分析.....22
3.3.1 从外部环境看机遇........22
3.3.2 从外部环境看挑战........24
3.3.3 月从企业内部看优势
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