整合营销——转变成品油销售业务增长方式的战略选择

Integrated marketing——the strategic choice of transform growth mode of oil products marketing

中国成品油市场从卖方市场向买方市场的转变,为销售企业转变经营理念、改变经营模式提供了转型的好机会。对比国外成品油销售行业营销发展历程可以发现,整合营销是行业发展的必然阶段,是传统营销手段与加油站网络规模化经营和信息化手段的有机结合,是连锁零售商与个体加油站竞争的独特优势体现。中国石油、中国石化两大集团应在科学总结行业竞争发展规律的基础上,充分发挥自身的资源与规模优势,利用信息化建设的契机,适时导入整合营销,实现营销升级。整合营销是企业竞争实力发展到一定阶段的战略性需求,既是竞争思维的转变,也是竞争重点的改变,更是竞争规则的改变。两大集团的成品油零售业务不能仅局限于适应市场竞争的变化,更应积极引领市场竞争的趋势,改变和创新市场竞争的规则,从而保持可持续的竞争优势。在实施整体营销战略过程中,应本着"整体效益最大化"的原则,科学规划,统一部署,内外结合,油品与非油品联动,推拉并举,买卖互动,量效齐升,品牌制胜。

The changes of China’s oil product market from a seller’s to a buyer’s market provide a good opportunity in changing business philosophy, and business model. Comparison of the development process of foreign oil sales industry, it can be found that marketing integration is an inevitable stage in the development of the industry. It is an organic combination of traditional marketing methods, the large-scale network management of gas station and the utilization of information technology. It reflects the positive aspects of the competition between chain gas stations and retail traders. CNPC and Sinopec should be competition on the basis of the law of development, give full play to its own resources and scale advantages, use of information technology opportunities for timely integration to achieve marketing upgrade. Integrated marketing is a strategic need of a business competitive to a certain stage of development. It reflects both the changes of competitive thinking and competitive focus as well as the changes in the rules of competition. The two majors’ retail business can not be limited to follow changes in market competition; instead, they should try to actively lead the trend of positive change and innovation in the market competition rules, so as to maintain a sustainable competitive advantage. In the implementation process of integrated marketing, the pertinent guidelines should be: maximizing the overall efficiency, scientific approach, unified plan, internal and external integration, joint promotion of oil and other products, simultaneous implementation of push and pull, harmonization of buys and sales, concurrent improvement of quantity and quality, and the development of a winning product.