中国石化成品油销售战略的研究

扬子公司第二期MBA课程 进修班综合论文

中国石化成品油销售战略的研究

作者: 陆俊跃

单位: 扬巴公司

学号: ******

内容提要 成品油的销售一直处于石油石化行业市场竞争的最前沿，也直接关系到国家石油石化行业的生存和发展。随着经济全球化的趋势，我国正在逐步放开国内成品油市场，这意味着中国石化正直接面临国际成品油市场竞争。面对新的形势，要使自己立于不败之地，必须着力于推进成品油流通的现代化，建立现代营销体系，这些是提高中国石化竞争力、迎接挑战的当务之急。 本文从中国石化成品油销售的视角出发，引用相关数据，基于中国石化成品油销售的发展现状，对此与国外大公司存在的差距，分析中国石化成品油营销渠道存在的问题。 为了建立中国石化的成品油现代营销渠道体系，提高企业竞争力，本文运用了市场营销理论，探讨了影响中石化成品油营销的因素，包括顾客需求、市场风险、企业环境、竞争对手、产品特性等，从营销渠道的目标确定、结构选择、发展重点等几个方面提出了建立成品油营销渠道的发展构想，研究了在现代流通方式下，提出实行连锁经营、建立配送体系、发展渠道终端的方法与步骤。

关键词:中国石化，成品油，营销渠道 2 目 录 1 引言·········································································································································································· 3 1.1 问题的提出···························································································································································3 1.2 研究目的·································································································································································3 1.3 研究方法及论文结构·································································································································· 4 2 营销渠道相关理论和概念··············································································································4

2.1 渠道理论·································································································································································4 2.2 渠道结构·································································································································································6 2.3 渠道管理·································································································································································7 3 中国石化成品油营销渠道现状及问题········································································· 8

3.1 中国石化成品油销售业务······················································································································8 3.2 营销渠道构成··················································································································································· 9 3.3 中国石化成品油营销渠道分析··········································································································11 4 中国石化成品油营销渠道设计····························································································· 12

4.1 中国石化成品油营销战略····················································································································13 4.2 确定渠道布局的目标································································································································13 4.3 建立营销渠道框架····································································································································· 18 5 中国石化成品油营销渠道建设····························································································· 18

5.1 连锁经营······························································································································································18 5.2 健全配送体系·················································································································································20 5.3 发展渠道终端················································································································································· 22 6 结论·········································································································································································· 22 参考文献····································································································································································· 23 3 1 引 言 1.1 问题的提出 中国是石油生产和消费的大国，石油、石化行业是国民经济的支柱产业，增强其竞争能力对我国经济发展和经济安全具有重要意义。从国际发展经验和趋势看，成品油(即汽油、柴油、煤油等油品的总称)的销售服务不仅是加强企业市场竞争的重要手段，也是增强整个产业竞争力的重要内容。因此，采用新的管理方式与技术，积极推进成品油流通的现代化，是提高中国石化整体竞争能力的紧迫任务。中国石化下属的企业目前基本分为三大部分：上游部分为采油和勘探，中游部分为炼油与化工，下游为成品油销售；三大部分又采取各自经营核算，即油田将所采原油出售给炼化企业，炼化企业又将炼就的成品油出售给销售企业，最后由销售企业的销售网络出售给社会用户并最后实现利润。从上述供应链中可以看到：下游的销售利润是上、中游利润的最后体现。成品油的销售是石油行业市场竞争的最前沿，其成功与否，不仅关系到炼油企业的兴衰，对于上中下游一体化的中国石化而言，更是重中之重。 跨国石油公司的全球化市场战略以及这些公司在成品油营销渠道中比较先进的管理方式与技术，给开放后的国内成品油市场带来了巨大的压力。由于长期的计划经济体制，中国石化成品油流通企业与国外石油公司相比，不论在流通体制、管理思想、经营方式等方面，以及采用现代化的管理技术方面都存在较大的差距。面对新的形势，要使自己立于不败之地，必须着力于推进成品油流通的现代化，建立产供销一体化的物流配送和连锁经营销售网络，建立现代营销体系，这些是推动都是中国石化成品油流通现代化建设的当务之急。