中国石油河北销售公司成品油直批销售策略研究.pdf

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1、AbstractABSTRACTAroundtheworldhavegenerallyagreedthatoilisnotonlyacommonenergyconsumer，butasakindofimportant，scarceandstrategicenergysuppliesofnon-renewable，itsrelationshipwitheconomicdevelopment，energysecurityandsocialstability，aregionaloilconsumpti

2、onleveloncertainsignificanceistodisplaythe"barometer"oflocaleconomicdevelopment.Atpresent，Chinahasbecometheworld'ssecondlargestoilconsumeraftertheUnitedStatesforeignoildependenceincreasedyearbyyear，isexpectedtoreach58.8%in2014.Geopolitics，thefinancia

3、lcrisis，therelationshipbetweensupplyanddemand，internationalinvestorshypeallsortsofunpredictablefactors，suchasinternationaloilpriceswillkeeptheshockforalongperiodoftime，willgiveChina'srefinedoilsalesenterpriseandtheconsumermarkethasbroughtunprecedente

4、dimpact.Asthedomesticrefinedoilwholesaleandretailmarketfullyopen，BP，shell，suchasforeignoilcompaniesareonboard，refinedoilmarketcompetitionintensified.Affectedbytheoriginalproductmanagementsystem，ourcountryproductoilsalescompanies，includingpetrochina，s

5、inopec，twogroupsofrefinedoilproductsofsalesvaluedegreeisnothigh，straightgroupofsalesmanagementisrelativelyweak，incompetitionwithinternationalenergygiantsobviousdisadvantage.Inthispaper，westudytheoilhebeibranchofsalesmanagement，theintegrateduseofSWOTa

6、nalysis，fromthefollowingaspectswerestudied.First，tothejurisdictionofrefinedoilproductsmarketsituationandbusinessofsalesofanalyzingtheinternalandexternalmarketingenvironment;Second，comprehensiveexaminationdistrictsofrefinedoilproductsmarketandenterpri

7、seitselfmanagementability，tailoredforenterprisestodevelopsalesstrategy，putforwardtheproductdirectsalesoffivestrategies，namely:thetargetmarketselectionstrategy，customerrelationshipmanagementstrategy，pricingstrategy，promotionstrategyandservicestrategy;

8、Third，inordertoensurethesmoothimplementationofmarketingstrategy，makethreeguaranteemeasures，namely:thesupplyofresources，institutionalguaranteeandteamconstruction.Hopethatthroughthestudyinthispaper，theproductofdirectsalesstrategy，topromotetheoilproduct