| 摘要: |
| 成品油是一种关系国计民生的战略性物资和特殊商品。中国加入WTO之后,跨国石油公司涌入中国,中国成品油市场格局发生了变化,石油企业竞争剧烈化。2009年5月开始实施的《石油价格管理办法》也对成品油市场产生了波动性影响。中国成品油销售的外部环境发生了变化。在新市场环境下中石化成品油营销策略应进行调整:营销重心向客户转移、提升品牌影响力、强化与其他国内石油公司的合作、进行销售体制改革以降低物流成本。只有这样,中石化成品油销售企业才能在激烈的市场竞争中立于不败之地。 |
| 关键词: 中石化 销售企业 成品油市场 营销策略 |
| DOI： |
| 分类号:F272.3 |
| 基金项目: |
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| Sinopec Refined Oil Marketing Strategy Under the New Market Environment |
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DING Hao, CHEN Shaohui, LI Mingli, ZHANG Shutong
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(College of Economics and Management, China University of Petroleum, Qingdao, Shandong 266580, China)
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| Abstract: |
| The refined oil is a kind of strategic commodities which is closely related to the national economy and the people 's livelihood. After China 's entry to the WTO, the influx of multinational oil companies into China has changed China 's refined oil market structure and the competition between oil companies has become more intense. "Management of Oil Prices, May 2009" had a volatility impact on the refined oil market. The external marketing environment of the China refined oil has changed, in the new market environment the marketing strategy of the Sinopec refined oil should take some adjustments:to transfer marketing center to customer, to enhance the influence of the brand, to strengthen the cooperation with other domestic oil companies and to have reform towards marketing system to reduce logistics costs. Only in this way, will Sinopec oil sales enterprises be invincible in the fierce market competition. |
| Key words: Sinopec sales enterprise refined oil market marketing strategy |
