当前市场形势下成品油销售管理模式考量

The refined oil market's impact on current management

2014年以来,我国成品油市场形势发生巨大变化,随着国际油价持续下行,国内终端需求低迷,成品油资源供大于求,零售和批发市场竞争态势发生分化,石油企业内部运行矛盾较为突出。面对这些新情况,上中下游一体化企业需要建立起以销定产的市场化运作机制,让市场因素来决定资源配置价格,实现整体效益最大化和内部产销顺畅。成品油销售企业应在持续加强加油站网络开发,深挖销售能力的基础上,依托信息化系统,开展大数据分析,实现对客户的精准化营销。

In the first three quarters of 2014 China's refined oil market underwent tremendous change. International oil prices continued to drop. Domestic final-consumption declined. Refined oil resources were in oversupply. Retail and wholesale market competition increased. Internal operations of petroleum enterprises became comparatively more challenging. Under these new circumstances the integration of upstream and downstream enterprises needs to be subject to a market-based operating mechanism that allows market supply and demand and other market factors to determine a price for resource allocation, to achieve overall efficiency maximization and smooth internal production and marketing operations. By continuing to strengthen gas station network development, and by laying the foundation for deepened marketing ability, relying on the support of computerized systems, and developing big data analysis, refined oil products enterprises will achieve better targeted marketing to customers.