【作者】 王志民；

【导师】 周星；

【作者基本信息】 厦门大学 ， 工商管理， 2013， 硕士

【摘要】 随着我国成品油管理体制改革的深入,我国成品油销售行业市场化程度将越来越高,特别是我国加入WTO后,我国成品油销售企业将面临国外石油巨头的挑战,成品油市场竞争将进一步加剧。受原成品油管理体制的影响,我国成品油销售企业,包括中石化、中石油两大集团对成品油直分销的营销工作不是很重视,对成品油直分销营销的管理相当薄弱,这将无法适应今后的激烈市场竞争。因此,本文对成品油直分销营销管理进行深入研究,探讨新形势下成品油销售企业改善直分销营销管理的具体措施,这对于我国成品油销售企业提升企业市场竞争力,以应对越来越激烈的市场竞争有着重要的现实及理论意义。本文以中石化森美公司的直分销营销管理为例,通过对我国成品油销售行业背景、中石化森美公司直分销营销管理现状与存在问题及问题产生的原因等展开相关研究分析,结合中石化森美公司自身实际及成品油直分销市场的特点,提出了改进成品油直分销营销管理的七项具体建议：1、细分直分销市场,根据中石化森美公司实际情况选择合适的目标市场；2、在营销创新上下功夫,将中石化森美公司特有的、竞争对手短期无法模仿的增值服务加注于成品油中,形成竞争优势；3、完善客户关系管理,从客户关系管理中获得竞争优势；4、规范办公环境、统一客户经理着装,提升品牌形象；5、发挥自身网络优势,拓展直分销市场；6、加强营销队伍建设；7、进行直分销组织机构变革,使营销队伍能在市场竞争中充分发挥团队的合力,实现公司整体绩效的提升。更多还原

【Abstract】 With the development of China’s refined oil management system reform, the marketization of refined oil sales industry is growing high. Since China’s accession into WTO, domestic oil sales enterprises have been facing the challenge from foreign oil giants, and the market competition of refined oil has been further intensified. However, influenced by the original oil management system, our product oil sales enterprises, including Sinopec and PetroChina, did not pay enough attention to the marketing of direct selling and distribution, and the management in this area is rather weak, which can not meet the fierce market competition. This paper makes an in-depth study on the marketing management of oil direct selling and distribution, discussing the measures that the oil sales enterprises can take to improve their marketing management. This will have an important theoretical and practical significance for the domestic oil sales enterprises to promote their market competitiveness, to respond to the increasingly intense market competition.Taking the marketing management of Sinopec SenMei for example, this paper analyzed the background of domestic oil sales industry, the present management situation of direct selling and distribution in Sinopec SenMei, and the problems therein as well as the reasons. Based on such analysis and study, the paper proposed7suggestions to improve the marketing management of oil direct selling and distribution:1, make a segmentation for direct selling and distribution, choose a proper target market for Sinopec SenMei according to its actual condition;2, put emphasis on marketing innovation, instill the value-added service to the oil, which is unique to Sinopec SenMei, and is inimitable by competitors in a short time, and thus gain competitive advantage;3, improve the customer relationship management (CRM) and therefore gain competitive advantage from CRM;4, standardize office environment, unify customer manager dress and enhance the brand image;5, play their own network advantages, expand the direct and distribution market;6, strengthen the construction of marketing team;7, modify the organization of direct selling and distribution, fulfill and adequate teamwork in the market competition, and promote the overall performance of the company.更多还原