广东中油bp非油品新业务开发策略研究

上海交通大学硕士学位论文广东中油BP非油品新业务开发策略研究姓名：倪伟申请学位级别：硕士专业：工商管理指导教师：陈洁20090111MBABP2BP-BPMBABP3BPBPBPMBABP4RESEARCHONNON-FUELBUSINESSNEWOFFEROFGUANGDONGBPPCABSTRACTAccompanywiththepolicychangeofprocessedoil,foreignpetrolcompaniesareenteringlocalretailmarketofprocessedoil,whichseverelyenhancesthecompetitionofretailmarket.Thechangesofmarketingenvironmentandthecustomerneedsforcethepetrolcompaniesstartingtheadjustmentofbothservicescopeandthestrategyposition,whichmakesnon-fuelsservicebecomenewpointofprofitgrowth.Intheotherhand,theconsuminghabitsofconsumersaregreatchangingbecauseoftherapidgrowthofincomeandthesteadyincreaseofautomobilemarket.“Convenientlife”ismoreandmoreimportanttotheconsumers,whichbringsboththeopportunitiesandthechallengestotheprocessedoilretailgiantlikeChinaSinopecandPetroChina.Enterprisestrategy,Consumerneeds,andtheCompetitionmakethenon-fuelservicebecomingthestrategicpriorityofprocessedoilretailindustry.Howcantheydevelopthenon-fuelserviceintheheavycompetitionenvironment,howcantheyimprovetheadvantagesbycreativemarketingstrategy,thisistheseriousquestiontothetraditionalprocessedoilretailindustry.Thispaperisfocusingonanewbusinessmodetogasstation,fastfoodservice,proposingthemarketingstrategybasedonthedetailanalysistotargetmarket;andthestudyisbasedonthepracticeofBP-PetroChinainGuangzhoudistrict.Thispaperiscomposedofsevenchapters:MBABP5Firstchapteristheprefaceofthispaper,whichintroducesthebackgroundinformation,explainstheimportanceoftheresearch,andoutlinesmethodsusedforthisresearch.Generally,thestructureofthispaperispresentedasanoverviewinthispart.Inthesecondchapter,thepaperillustratesthefundamentaltheoryofthepaper,classicmarketingtheoryandthetheoryrelatedtonon-fuelserive.Inthethirdchapter,itistheanalysisofthecurrentsituationofthenon-fuelserviceofBP-PetroChina.Basedonthemarketenvironmentandthecompanyneeds,thepaperillustratesthesituationandtheexistingproblemsofthenon-fuelserviceofBP-PetroChina.Inthefourthchapter,itisthesegmentationanalysisofthetargetedmarketofBP-PetroChinaandthendeterminesthetargetedconsumersaftertheevaluationtothesegmentmarket,whichfollowedbythepositioningandthesolutiontothefastfoodservice.ThemarketingmixstrategyoutcomeofthepaperisrevealedinChapter5,includingtheproduct,price,layoutplanningandthecommunicationsstrategy.Inthechapter6,authordiscussestheMBOmodeintheexecutionofthemarketingstrategy,evaluateandcontrolinthefieldsofconsumersatisfaction,financeandtheoperation.Thefinalchapteristhesummarytothepaper.Thedissertationgivesouttheanalysisofthestrategyofthenon-fuelserviceingasstation.Theresearchfindingswillofferusefulreferenceforfurtherdevelopmentofthenon-fuelservice.KEYWORDS:GasStation;Non-Fuel;New-offer;DevelopmentstrategyMBABP20081028MBABP120091132009113MBABP1BP-BP1.1WTO,WTO200420061211MBABP25070200711425193879200720081.2MBABP3BPBPBP1.3—BP2007BPx4P4Ps1BPBP2,34Ps,,,4?.MBABP4200881.41-1Figure1-1TheStructureoftheDissertationBPBPBPBPMBABP52.12.1.1(WendellR.Smith)2050()STPSegment,Target,PositionSTP12312MBABP634702.1.24PS,4Ps1964ProductPricePlacePromotion4Ps4Ps4Ps4P4P4C4R4V20804P4C4C(customerneedsandwants)(costtothecustomer)(convenience)(communication)4CMBABP74CDonE.Schultz4R4R(relevancy)(reaction)(relation)(return)4R4V4V(variation)(versatility)(value)(vibration)20054P4P4P4C4R4V4P2.1.362008MBABP8“”~194810012341234SynergyMBABP92+2=5123Concentric4Conglomerate20052.2.120061“”“”112MBABP102.3MBABP113.13.1.1BPBP1909BP100102004BP122007BP2.856401,300BPBPUltimateBPBP2004-20073-1BP2003-20072007291.4386.2%20,845-5.3%42006274,3162.5%22,000-1.5%42005267,600-6.1%22,34145.3%22004285,05922.6%15,37149.7%22005-2008BPBP70BP708090BPLPGMBABP12BP19967BPBP20075002004BPBP20BPBPBP500BP47.75BP400400ExpressBPBPBP3.1.25073-221928180MBABP133-32005-20072007129,798.317.4%14,925.312.5%252006110,.520.232.3%13,265.32.4%24200583,556.523.4%12,95047.9%39200467,723.820.1%8,757.1101.3%462005-2008500020014683200612319.437.7%2006,6,831.838.6%7,490.443%200763,554.54,093200763018,63020042005200629.0%31.8%34.7%3.1.3BPBP20041118BPBPBP47.7515.85BP5149%BP20042007500BPBPBPMBABP143.23.2.11010002000300040005000600070008000900019952000200120022003200520102015/Kb/D)02004006008001000120014001600(Kb/D)3-1GDPPFHChina2005ProfileFigure3-1Demand,Output,andNetImportsofAllPetroleumProducts1995-2015(Resource:PFHChina2005Profile)220075696202013-2MBABP153-22001-2010Figure3-22001-2002NewCarSalesGrowthAC2005BP20053200611425120051.3%938791%20051305/42%27%21%2007200545%4.9%20102.22ChinaMarket-Sales200120022003200420052006F2007F2008F2009F2010FCompactMidsizeUpperLuxurySUVMPVGrowthrate58%71%15%26%12%9%9%13%14%42%42%29%29%40%40%26%26%22%22%19%19%42%42%26%26%19%19%48%48%21%21%19%19%49%49%22%22%16%16%50%50%22%22%15%15%50%50%22%22%14%14%51%51%22%22%13%13%51%51%22%22%13%13%50%50%22%22%15%15%815k1,290k2,201k2,530k3,190k3,561k3,883k4,232k4,791k5,452kMBABP163.2.21`2007200710300010%20022000200720082010201220132013200522006624MBABP17Drive-Thru303241000502007503.2.3BP4500356491BP48312Esso20SHELL9Caltex42BP202007BP48316.9%400express2%BP