【作者】 张龙；

【导师】 徐德财；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2024， 硕士

【摘要】 新时代能源革命攸关国家安全和发展,习近平总书记高度重视能源安全,多次强调能源安全的重要性。在中共中央政治局第十二次集体学习时,习近平主席强调要大力推动我国新能源高质量发展,为共建清洁美丽世界作出更大贡献。面对国际能源发展出现的新趋势、供需格局发生的新变化,以及我国“双碳”发展目标的确立,我国能源产业正在发生剧变,推进能源革命,实现能源高质量发展,才能为中国式现代化提供安全可靠的能源保障。对于传统能源,能源革命带来的不仅是冲击,也是新的要求和挑战,尤其对于我国规模居首、具有全球影响力的油气生产供应企业——中国石油而言,在产量、研发、营销、服务等多个方面造成影响。面对新环境新挑战,中国石油稳固自身发展,推进多方位革新比以往任何时候都更加紧迫。而作为吉林省重要的专业油品供应商和综合服务商——中国石油长春销售分公司是促进经济发展、保障服务民生的重要力量。为了保持中国销售份额的稳步增长,巩固地区成品油行业龙头地位,革新与制定更加符合实际的市场营销策略,对其而言至关重要。本文以中国石油长春销售分公司为研究主体,首先,通过国内外文献资料的查阅、问卷调查和数据分析等方法,从成品油营销环境、消费者行为以及营销策略及保障措施几个方面进行梳理,详细概括和总结了国内外对成品油营销的研究现状,发现了公司存在的突出问题,例如由于发展缺乏前瞻性导致产品单一导致缺乏竞争力;由于对政府宏观调控措施和市场价格波动的反应不够及时,导致产品价格滞后;由于自身发展的局限性和国企的优越性,导致服务质量不高;由于长期处于领导者地位,导致促销手段老套陈旧,缺乏时代性。其次,在此基础上,通过STP理论,PEST、波特五力和SWOT分析模型,从政治环境、经济环境、社会环境和技术环境四个方面分析中国石油长春销售分公司的营销环境;从现有竞争对手、潜在竞争对手分析、替代产品分析、供应商议价能力、购买者议价能力五个方面分析其竞争环境;从企业的内部优势和劣势、外部的机会和威胁全面分析了公司发展的有利和不利因素。最终,论文以4P营销理论为依据,结合差异化、标准化、精细化的营销方向,从公司的产品、价格、渠道、促销等因素制定出中国石油长春销售分公司成品油市场营销策略,并从人才、制度和信息化三方面制定了确保营销策略得以实现的保障措施。更多还原

【Abstract】 In light of the emerging trends in global energy development,the evolving dynamics of supply and demand,and China’s commitment to achieving its ’dual carbon’ development objective,significant transformations are underway within China’s energy industry.To ensure a secure and dependable energy supply for China’s modernization efforts,it is imperative to drive an energy revolution that fosters high-quality energy development.This revolution not only poses challenges but also presents new requirements for traditional energy sources,particularly impacting CNPC – the largest globally influential oil and gas production and supply enterprise in China.These impacts extend across various domains such as production,research and development,marketing,and service provision.Given this new environment with its associated challenges,there is an urgent need for CNPC to steadfastly pursue its own growth trajectory while fostering multidimensional innovation.As a vital professional oil supplier and comprehensive service provider operating within Jilin Province,the Changchun Sales Branch of CNPC plays a crucial role in driving economic progress and safeguarding people’s livelihoods.In order to sustain China’s market share growth momentum while consolidating our regional leadership position within the refined oil industry sector,it becomes paramount to devise innovative strategies that align with practical marketing approaches.This paper takes Petro China Changchun Sales Branch as the research subject.Firstly,consumer behavior,marketing strategy and security measures,summarizes the research status of refined oil marketing at home and abroad in detail,and finds out the outstanding problems of the company,such as the lack of forward-looking development leads to the lack of competitiveness of the single product;the lack of timely response to the government’s macro-control measures and market price fluctuations leads to the lag of product prices;the limitations of its own development and the superiority of state-owned enterprises leads to the low quality of service;the long-term leadership leads to the outdated promotion means,which lacks the characteristics of the times.Secondly,utilizing the STP theory,PEST analysis,Porter’s five forces framework,and SWOT analysis model,an examination is conducted on the marketing landscape of Petro China Changchun Sales Branch.This comprehensive evaluation encompasses four key dimensions: political factors,economic factors,social factors,and technological factors.;the competitive environment is analyzed from five aspects: existing competitors,potential competitors,alternative products,suppliers’ bargaining power and buyers’ bargaining power;the favorable and unfavorable factors for the development of the company are comprehensively analyzed from the internal advantages and disadvantages of the enterprise,external opportunities and threats.Finally,Drawing on the 4P marketing theory,this paper outlines a refined oil marketing strategy for Petro China Changchun Sales Branch.The strategy considers factors such as product offerings,pricing strategies,distribution channels,promotional activities,and other relevant considerations.Additionally,measures are proposed to ensure successful implementation of the marketing strategy through talent development initiatives,system improvements and informatization efforts.更多还原