BP公司油品销售业务现状及战略动向

Oil products marketing operational status and strategic trend of BP

最近5年,BP炼制与销售板块的收入持续增长,对公司总收入的贡献份额不断增大,其中油品销售占板块收入的70%以上。BP公司油品销售的主要市场在欧洲和美国,近几年开始向澳大利亚、新西兰、亚太、非洲和中南美洲等国家和地区发展。近几年BP公司油品销售业务的发展呈现以下特点:1)重点关注效率高、规模大的成熟市场,在新兴市场中选择成长性好的国家或地区;2)优化和重组炼制与销售业务,在全球范围构建多个一体化燃油业务体系;3)下游业务发展重心转向炼制,收缩公司自有和自营的零售网络,发展特许经营;4)注重研究目标市场,通过发掘供需契合点实现互利双赢;5)将提供高品质、环保型的油品作为重要的营销手段;6)重视品牌效应,坚持多品牌运营策略;7)调整非油业务以适应特许经营方式,通过提升档次培育差异化竞争优势。

In the last 5 years,BP has received increasing incomes from refining and marketing fields that have made much greater contribution to the company's total income,and the proportion of the sales income of oil products has exceeded 70 percent.Based on Europe and the United States,BP has started to explore markets in Australia,New Zealand,Asia Pacific, Africa,Central and South America etc.for oil products several years ago.In recent years,the marketing operation of BP' s oil products has shown characteristics as follows:1) mainly concerning mature markets with high efficiency and large scale as well as countries or areas with great potential in emerging markets;2) optimizing and restructuring refining and marketing operations to build up multiple integrated oil business systems around the world;3) transferring the development focus of downstream businesses to refining, narrowing retail networks owned and operated by the company and developing the franchise business;4) emphasizing on the research of target markets and achieving win-win by exploring conjunction aspects;5) taking the provision of high-quality and environment-friendly oil products as the key marketing measure;6) attaching importance to brand effect and adhering to multi-brand operational strategy;and 7) adjusting nonoil businesses to adapt to the franchising mode and improving levels to cultivate differentiated competitiveness.