本文以中国石油天然气股份有限公司广西BS销售分公司（以下简称BS石油销售 公司）作为研究的对象，以公司发展战略制定为研究目的，通过运用企业战略理论和 分析工具研究公司的内部条件和外部环境，总结出公司在广西百色（一个集革命老区、 民族地区、边疆地区、边远山区、水库移民区、贫困地区“六区一体”的四线城市） 进行石油销售的优势机会和劣势威胁，结合公司的发展战略目标制定出公司的总体战 略和竞争战略，为战略的实施提出了保障措施，供企业发展参考借鉴。 本文在研究公司内外部环境时运用了波特五力模型，PEST分析工具、价值链分析 及SWOT矩阵等方法，尽量运用图表形象客观的展现公司所拥有的内部条件和所处的外 部环境实际情况，最后总结出公司的发展可以采取增长型总体战略和综合优势竞争战 略，可以从人力资源建设、企业文化建设、营销体系建设和信息化建设方面对公司的 战略实施进行保障。本文研究重点在于战略形成过程、战略制定和实施，具有一定的 理论研究基础，同时也希望为公司发展带来一些思考和借鉴，实现理论和实践的结合 应用。 关键词：BS石油销售公司发展战略战略制定 II RESEARCHONTHEDEVELOPMENT STRATEGYOFBSOILSALESCOMPANY ABSTRACT Thedevelopmentstrategyresearchbasedonoilandgasco.,LTD.,ChinaGuangxi BSsalesbranch(hereinafterreferredtoastheBSoilsalescompany)astheresearch object,withthecompany'sdevelopmentstrategyformulationforresearchpurposes,by usingthetheoryofenterprisestrategyanalysistoolstostudythecompany'sinternal conditionsandexternalenvironment,sumsupthecompanyinGuangxiBaise(a collectionofoldrevolutionarybaseareas,ethnicminorityareas,borderareas,remote mountainareas,thereservoirimmigration,povertyregion"sixarea"fourcities)to carryontheadvantagesandopportunityofoilsalesanddisadvantagesandthreat,the overallstrategyformulationandcompetitivestrategyformulationofthecompanyare studiedincombinationwiththedevelopmentstrategyobjectivesofthecompany. Inthispaper,thecompanyinternalandexternalenvironmentresearchconcrete applicationofthePorterfivemodel,PESTanalysistool,thevaluechainanalysisand theSWOTmatrixmethod,trytousethechartimageobjectivetoshowthecompany ownedbytheinternalconditionsandexternalenvironmentoftheactualsituation, finallysumsupthedevelopmentofthecompanycantakegrowthstrategyand comprehensiveadvantagecompetitivestrategy,canfromthehumanresources construction,enterprisecultureconstruction,marketingandinformationsystem constructionprojectownerinthefaceofthecompany'sstrategyandimplementthe guarantee.Thispaperfocusesonthestrategyformationprocessandstrategyselection, whichhasacertaintheoreticalresearchfoundation.Meanwhile,italsohopestobring somethinkingandreferenceforthedevelopmentofthecompany,andrealizethe combinationoftheoryandpractice. KEYWORDS:BSoilsalescompany;Developmentstrategy;Strategy formulation IV 目录 摘要.......................................................................................................................Ⅰ ABSTRACT...............................................................................................................Ⅱ 第一章绪论...........................................................................................................1 1.1研究背景与意义...............................................................................................1 1.1.1研究背景.......................................................................................................1 1.1.2研究意义.......................................................................................................1 1.2研究文献综述...................................................................................................2 1.2.1国外石油企业战略研究现状.......................................................................2 1.2.2国内石油企业战略研究现状.......................................................................3 1.2.3相关文献综述评论.......................................................................................4 1.3研究内容与方法...............................................................................................4 1.3.1研究内容......................................................................................................4 1.3.2研究方法......................................................................................................5 1.4研究的创新与不足..........................................................................................6 1.4.1研究的创新之处...........................................................................................6 1.4.2研究的不足之处...........................................................................................7 第二章BS石油销售公司内部条件分析..............................................................8 2.1公司概况...........................................................................................................8 2.1.1公司简介.......................................................................................................8 2.1.2公司组织结构介绍.......................................................................................9 2.1.3公司业务发展现状介绍...............................................................................9 2.2公司能力分析.................................................................................................12 2.2.1公司管理能力分析.....................................................................................12 2.2.2公司财务能力分析.....................................................................................15 2.2.3公司市场营销能力分析.............................................................................18 2.2.4公司企业文化分析....................................................................................19 V 2.3公司核心竞争优势分析.................................................................................20 2.3.1公司基本活动分析.....................................................................................20 2.3.2公司辅助活动分析.....................................................................................23 2.4公司劣势分析.................................................................................................24 2.4.1人力资源结构员工福利待遇不够完善.....................................................24 2.4.2财务资产能源安全风险较大.....................................................................24 2.4.3营销组合创新性不够.................................................................................25 2.4.4公司文化宣传不够.....................................................................................25 2.5公司内部条件分析结论.................................................................................25 第三章BS石油销售公司外部环境分析.............................................................27 3.1公司宏观环境PEST分析...............................................................................28 3.1.1公司政治环境分析.....................................................................................28 3.1.2公司经济环境分析.....................................................................................32 3.1.3公司社会环境分析.....................................................................................35 3.1.4公司技术环境分析.....................................................................................37 3.2行业发展趋势分析.........................................................................................38 3.2.1国内石油销售企业发展态势.....................................................................38 3.2.2国内石油销售模式环境演变.....................................................................39 3.2.3国内石油销售模式创新.............................................................................40 3.3行业竞争环境分析.........................................................................................41 3.3.1现有企业的竞争能力................................................................................42 3.3.2替代品的替代能力....................................................................................44 3.3.3供应商的讨价还价能力............................................................................46 3.3.4