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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
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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
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···············
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