中国石化长沙分公司成品油市场竞争战略研究

发布时间：2018-04-13 18:47

本文选题：中国石化长沙分公司 + 成品油　；参考：《湖南大学》2013年硕士论文

【摘要】：我国石油销售行业目前仍属于垄断行业,中国石油化工股份有限公司和中国石油天然气股份有限公司两大巨头占据了国内成品油销售市场的绝大部分市场份额。长沙市是湖南省的省会,也是中国石化多年发展经营之地,占据了长沙市场75%以上的份额。随着国家制定成品油调价机制,并将成品油销售的准入门槛调低,使得中国石化的主要竞争对手中国石油及其他国内外经营单位争先渗入,由此长沙成品油市场竞争日趋激烈。本文从理论和实际两个方面探讨了中国石化长沙分公司成品油市场的竞争战略。首先从成品油销售行业的发展状况及竞争态势引出研究主题,并结合相关理论对论文的研究方法和思路进行阐述；然后着眼于外部环境的分析,运用了PEST分析法对一般环境各要素进行了简要分析,而在行业环境部分运用了波特五力模型详细分析了竞争者结构；内部环境部分在简单介绍了中国石化三级公司的成立背景后对中国石化长沙分公司的内外部资源优势进行概要说明,针对其目前的经营状况指出面对激烈的市场竞争其存在的若干问题；接着运用战略分析工具SWOT法对中国石化长沙分公司所面临的机遇和挑战、优势和劣势进行了详尽的战略分析,并对分析结果进行比较和选择之后制定了竞争战略的目标、重点和内容；最后为中国石化长沙分公司应对激烈的市场竞争量身设计出一套合适的市场竞争战略与实施体系。中国石化长沙分公司要在激烈的成品油市场竞争中战胜对手,就必须要制定好相关竞争战略并将其落实到经营活动中去,从而形成一套行之有效的竞争战略组合,促使企业能够更快更好发展。战略实施后将有助于提高该公司的经营效益以及提升企业形象,从而帮助该企业在长沙市场的成品油垄断经营地位得到进一步巩固和发展。
[Abstract]:China's petroleum sales industry is still a monopoly industry, China Petrochemical Co., Ltd. and China National Petroleum Co., Ltd. two giant oil sales market share of the majority of the domestic market.Changsha is the provincial capital of Hunan province and has been the development and management of Sinopec for many years, accounting for more than 75% of Changsha market.With the establishment of a price adjustment mechanism for refined oil products and the lowering of the entry threshold for oil products sales, Sinopec's main competitor, PetroChina, and other domestic and foreign business units have rushed to infiltrate, thus the competition in Changsha's refined oil market has become increasingly fierce.This paper discusses the competitive strategy of finished oil market in Changsha Branch of Sinopec from two aspects: theory and practice.First of all, from the development of the oil products sales industry and the competitive situation of leading the research topic, and combined with the relevant theory to elaborate the research methods and ideas, and then focus on the analysis of the external environment.PEST analysis method is used to analyze the elements of the general environment briefly, while in the industry environment part, Porter's five-force model is used to analyze the competitors' structure in detail.In the internal environment part, after briefly introducing the background of the establishment of Sinopec III Company, the internal and external resource advantages of Sinopec Changsha Branch are briefly explained.In view of its current operating situation, this paper points out some problems existing in the face of fierce market competition, and then applies the SWOT method to the opportunities and challenges faced by Changsha Branch of Sinopec.The advantages and disadvantages of the detailed strategic analysis, and analysis of the results of the comparison and selection of competitive strategy after the formulation of the objectives, focus and content;Finally, a suitable market competition strategy and implementation system are designed for Sinopec Changsha Branch to cope with the fierce market competition.In order to defeat its rivals in the fierce competition in the oil products market, the Changsha Branch of Sinopec must formulate a good competitive strategy and implement it into its business activities, thus forming a set of effective competitive strategy combinations.To promote faster and better development of enterprises.The implementation of the strategy will help to improve the company's operating efficiency and enhance the image of the company, thus helping the enterprise to further consolidate and develop its monopoly position in Changsha market.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F271;F426.722

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