高度市场竞争环境下的国内成品油营销策略思考

中国成品油零售市场激烈竞争的时代已经到来,以往以资源掌控取胜的国内成品油销售企业需要认真思考并调整营销策略,加快角色转变,提高市场适应能力,迎接市场的考验。作为一个立足长远发展的企业,从战略层面来说,价格战不可取,营销策略的“大起大落”不可取,应着力于培育品牌价值,着力于寻找新的增长方式。就战术层面调整营销策略而言,应对加油站进行分类和功能定位,因地制宜开展个性化服务;加大信息化投入,提高服务效率;采取灵活多样的促销手段,推行会员制,施行俱乐部式管理;继续扩大非油业务范围,开展多种经营,打造＂强强联手＂的共赢局面;一切从顾客的利益出发,持续改善服务质量和水平。

Marketing strategies for domestic oil products in a fiercely competitive market

This is a fiercely competitive period for China's oil product retail market. Domestic oil product sellers, whose control of resources had traditionally given them the upper hand, are now being forced to reconsider and modify their marketing strategies and to rapidly transform their roles; they must become more adaptable to the market and face the challenges it presents. Strategically speaking, a corporation in for the long haul should avoid price wars and erratic marketing strategies; instead, the focus sho...