中国石油西北化工销售公司石油苯营销策略研究
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摘要
中国自2010年以来,已经位居世界第二大石化产品的生产和消费大国,同时随着石化产品的下游装置和工艺的不断发展和拓深,液体石油化工产品尤其是石油苯市场竞争日趋激烈。
本文主要研究中国石油西北化工销售公司石油苯的营销管理策略。借鉴国内外先进的营销理念,将理论与实际相结合,首先从石油苯的国内市场研究入手,通过使用大量的数据系统地分析了石油苯产品在生产、消费、价格等方面的状况；其次使用宏观环境分析和SWOT分析研究了公司石油苯的内外部营销环境,优势与劣势,机会与威胁；再次使用STP理论阐述了公司石油苯的目标市场定位过程；然后结合公司自身的特点,运用4P营销组合理论分析并确立了石油苯在产品、价格、分销、促销四个方面的具体营销策略；最后详细探讨了公司石油苯营销策略实施的保障状况。
论文的研究希望能够对公司其他产品的营销有一定的借鉴意义,以加强中国石油西北化工销售公司整体的营销水平,提高中石油西北化工销售公司的整体竞争力。
Since2010, China has become the world's second largest producer and consumer of petroleum chemicals in the petrochemical industry. At the same time, with the continuous development and extension of the downstream units and technologies of petrochemical products, liquid petrochemical products, especially petroleum benzene, are facing an increasingly fierce competition in the market.
The main research content of this article is the marketing Strategy of the petroleum benzene products of PetroChina Northwest Chemical Marketing Company. It drew on the experience of advanced marketing concepts from home and abroad, and combined theory with practice. It first started with the market research of petroleum benzene, and analyzed the conditions of petroleum benzene in terms of production, consumption and price-affecting factors systematically with large amounts of data; Secondly use the macro environment analysis and SWOT analysis the internal and external marketing environment of a company petroleum benzene, strengths and weaknesses, opportunities and threats; once more using the STP theory elaborated the company target market positioning process of petroleum benzene; And then combined with the company's own characteristics, use4P marketing mix theories analysis and established the petroleum benzene in product, price, distribution, promotion of specific marketing strategies; Finally discusses the company's petroleum benzene security situation on the implementation of marketing strategy.
At the same time, it was hoped that with research, it could provide certain reference for the company in selling other products, in order to strengthen the overall marketing level of PetroChina Northwest Chemical Marketing Company and to raise the overall competitiveness of it.
本文主要研究中国石油西北化工销售公司石油苯的营销管理策略。借鉴国内外先进的营销理念,将理论与实际相结合,首先从石油苯的国内市场研究入手,通过使用大量的数据系统地分析了石油苯产品在生产、消费、价格等方面的状况；其次使用宏观环境分析和SWOT分析研究了公司石油苯的内外部营销环境,优势与劣势,机会与威胁；再次使用STP理论阐述了公司石油苯的目标市场定位过程；然后结合公司自身的特点,运用4P营销组合理论分析并确立了石油苯在产品、价格、分销、促销四个方面的具体营销策略；最后详细探讨了公司石油苯营销策略实施的保障状况。
论文的研究希望能够对公司其他产品的营销有一定的借鉴意义,以加强中国石油西北化工销售公司整体的营销水平,提高中石油西北化工销售公司的整体竞争力。
Since2010, China has become the world's second largest producer and consumer of petroleum chemicals in the petrochemical industry. At the same time, with the continuous development and extension of the downstream units and technologies of petrochemical products, liquid petrochemical products, especially petroleum benzene, are facing an increasingly fierce competition in the market.
The main research content of this article is the marketing Strategy of the petroleum benzene products of PetroChina Northwest Chemical Marketing Company. It drew on the experience of advanced marketing concepts from home and abroad, and combined theory with practice. It first started with the market research of petroleum benzene, and analyzed the conditions of petroleum benzene in terms of production, consumption and price-affecting factors systematically with large amounts of data; Secondly use the macro environment analysis and SWOT analysis the internal and external marketing environment of a company petroleum benzene, strengths and weaknesses, opportunities and threats; once more using the STP theory elaborated the company target market positioning process of petroleum benzene; And then combined with the company's own characteristics, use4P marketing mix theories analysis and established the petroleum benzene in product, price, distribution, promotion of specific marketing strategies; Finally discusses the company's petroleum benzene security situation on the implementation of marketing strategy.
At the same time, it was hoped that with research, it could provide certain reference for the company in selling other products, in order to strengthen the overall marketing level of PetroChina Northwest Chemical Marketing Company and to raise the overall competitiveness of it.
引文
1王文博,西北区域经济与石化产业发展,北京：石油工业出版社,2011.11
1菲利普·科特勒,营销管理(第13版),王勇贵等译,上海：格致出版社,2009.11
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[14]杨爱花.现代市场营销管理[M].清华大学出版社,2005.03
[15]杨米沙.服务营销：环境、理念与策略[M].广东经济出版社,2004.07
[16]陈利民.采购管理实务[M].机械工业出版社,2010.05
[17]李育蔚.采购管理流程设计与工作标准[M].人民邮电出版社,2012.06
[18]钱旭潮.市场营销管理：需求的创造和传递[M].机械工业出版社,2005.09
[19]冯丽云.现代营销管理-现代工商管理文库[M].经济管理出版社,2006.01
[20]彭杰.市场营销管理与实务[M].立信会计出版社,2005.01
[21]张裕添.石油石化产品市场营销理念初探[N].石油天然气学报,2009.03
[22]董文兵.我国石油工业环境保护相关法律问题[J].载于《油气田环境保护》,2006.03
[23]蔡昕.浅析中国石化销售服务营销战略[J].载于《商场现代化》,2011.06
[24]钟洪民.探讨现今企业营销模式[J].载于《现代商业》,2011.11
1菲利普·科特勒,营销管理(第13版),王勇贵等译,上海：格致出版社,2009.11
[1]菲利普·科特勒.营销管理(第13版)[M].王勇贵等译.格致出版社,2009.11
[2]宫艳玲.主编.中国化工信息.《中国化工信息》周刊编辑部[J],2012.07
[3]薛梅.石油石化企业渴求五类人才[N].中国石油报,2010.11
[4]王文博.西北区域经济与石化产业发展[M].石油工业出版社,2011.11
[5]付启敏.化工产品链延伸与优化研究[M].重庆大学出版社,2011.06
[6]中华人民共和国国家质量监督检验检疫总局.GBT3405-2011[S].中华人民共和国国家标准.中国标准出版社,2011.09
[7]宋洋.编辑.纯苯产品2012年度报告[R].隆众石化商务网,2012.12
[8]宋洋.编辑.苯胺产品2012年度报告[R].隆众石化商务网,2012.12
[9]王晓.编辑.苯乙烯产品2012年度报告[R].隆众石化商务网,2012.12
[10]吴莹莹.编辑.苯酚产品2012年度报告[R].隆众石化商务网,2012.12
[11]李玲欣.编辑.环己酮产品2012年度报告[R].隆众石化商务网,2012.12
[12]徐佳楠.新形势下化工产品营销策略探析[N].科技创新导报,2012.06
[13]钟飞腾,林峰.石油中国[M].中华工商联合出版社,2006.05
[14]杨爱花.现代市场营销管理[M].清华大学出版社,2005.03
[15]杨米沙.服务营销：环境、理念与策略[M].广东经济出版社,2004.07
[16]陈利民.采购管理实务[M].机械工业出版社,2010.05
[17]李育蔚.采购管理流程设计与工作标准[M].人民邮电出版社,2012.06
[18]钱旭潮.市场营销管理：需求的创造和传递[M].机械工业出版社,2005.09
[19]冯丽云.现代营销管理-现代工商管理文库[M].经济管理出版社,2006.01
[20]彭杰.市场营销管理与实务[M].立信会计出版社,2005.01
[21]张裕添.石油石化产品市场营销理念初探[N].石油天然气学报,2009.03
[22]董文兵.我国石油工业环境保护相关法律问题[J].载于《油气田环境保护》,2006.03
[23]蔡昕.浅析中国石化销售服务营销战略[J].载于《商场现代化》,2011.06
[24]钟洪民.探讨现今企业营销模式[J].载于《现代商业》,2011.11