省级成品油销售企业营销体制改革探讨

Reform in the Marketing System of Provincial Oil Product Distributors

在剖析现有省级石油销售企业传统营销体制存在的弊端的基础上,提出了省级石油销售企业营销体制改革的方向和具体办法。即以产品为主线,突出主导产品的垂直专业管理,通过重新设置省公司原有职能部门,实现管理层与经营层的分离;通过对地市公司进行区域性整合以及设立专业化的成品油物流配送中心等措施,实现组织结构扁平化、产销连接市场化、管理决策信息化,不断提高客户满意度,扩大市场占有率,提高石油销售企业的市场竞争力和持续盈利能力。

Based upon a probe into the drawbacks of the traditional marketingsystem of provincial oil product distributors, the paper suggestsdirections for the distributors to follow, as well as some practicaladvice that might be taken for that purpose. Specifically, thedistributors might remain focused on products, and enhance verticalmanagement of their top sellers and, by rearranging their functionaldepartments, separate the administrative function from the actualoperation. Also, they might wish to increase customers satisfaction,expand their market presence and sharpen their competitive edge andtheir capacities for sustained earnings by simplifying theirorganizational structure, linking their production with productdistribution and basing their management decision-making uponmarket information through such steps as integrating their localbranches and establishing specialized oil product distribution centers.