| The finished oil industry is the essential industry that concerns sustainable and stable development of national economy. Following WTO agreement, we must open our retail market to the international oil company within 3 years and open the wholesales market within 5 years after entering the WTO. Fierce international competition in the market of finished oil will occur soon. In the transient period of preparation, CNPC and SINOPEC, as the leading enterprises in the finished oil trade of our country, are making the best use of time to seize the market, set about the management style reform, in order to strengthen the competition strength to contend with the surging oil companies of foreign countries. In case of this, how to use foreign successful experience as reference to set up a suit management mode of enterprises in circulation of finished oil, is exactly the main research purpose of this thesis. Besides, setting out from actual conditions of the finished oil enterprise and making company's marketing tactics pointedly, have extremely important meanings in promoting enterprise's key competitiveness and ability to resist risks.This thesis has analyzed their own strengths and competitive situations of all competitors in the market of the domestic finished oil at present - CNPC,SINOPEC, social operating units, operating units of foreign capitals. Then,a new chain management model is pointed out to develop Sanli sales company of CNPC,whose market are Yunnan, Guizhou Province and Guangxi Zhuang Autonomous Region. The chain model is based on modern marketing theory. It is also put forward by using the method of SWOT to analyze the reality of Sanli company,and combining to the advanced experience of the American-European finished oil industry. Furthermore, this thesis has discussed the feasibility of Sanli company actualizing chain management model, the establishmentof organization structure, the implement of allocation and delivery system and the staff training, etc. On the basis of optimized management mode and according to Sanli company's actual conditions, this thesis has proposed the marketing strategies of "to establish the cooperation and partnership relation with the target customer", "customers satisfied with the service of gas station", "the convenience store combined with the gas station " and so on to strengthen the competitive core strength of the end of retail.Some abuses, such as the systematic degree is too low, means of management is behind the times, the science and technology of equipment is too low, the cost of circulating is too high, etc, are baffling the development of the finished oil sales enterprises at the present.And the essence of chain operation is to apply the organizational principle of modern great enterprises and production to the circulating field. By actualizing the management of specialization, standardization, and information management, the enterprise can lower down the costs of circulating and enhance the scale economic benefits.The innovation of management style has extremely important function for finished oil sales enterprises to improve their key competitiveness. After implementing chain operation model and setting up allocating and delivery system, on the basis of organizing integrity, the finished oil sales enterprise will further achieve the integration of the information flow, the material flow and the fund flow. So that the enterprises can realize the optimization in the aspects of sales nets, resource allocation, the buying, selling and saving oil products, and the administrative system, etc. This is the core view of this thesis.The research approach adopted in this thesis is the approach of theory combining with the reality. Through the investigation of the main market competitors-CNPC and SINOPEC' oil sales enterprises, I obtained a large number of true basic materials. These materials and themodern marketing theory are the basis of discussion enterprises' chain mode and marketing strategies.With the opening gradually of domesti... |
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