中国成品油销售环境演变及营销模式创新

Evolution of marketing environment & innovation of sales for China’s refined oil

中国成品油销售模式随着国家政策和经济体制的改变经过多次的转变。依据成品油营销的整个大环境,将其演变分为以下四个阶段:1949-1984年,我国成品油的销售采用计划经济管理模式;1985-1997年,形成了行业与地方政府共同管理的格局,建立了成品油产销合一体制;1998年以后,上中下游一体化的双寡头垄断市场形成;2003年后,"互联网+营销"模式开始出现。外资企业大量涌入、新能源汽车快速发展以及消费群体结构蜕变导致成品油市场竞争更加激烈,传统的成品油营销模式渐被摒弃,打造资源共享平台,通过移动客户端实现引流,识别目标客户、与客户构建合作关系,实施精益服务等创新商业模式已成为成品油营销的发展方向。

With the variations of national policy and economic system, the sales model of refined oil in China has undergone many changes. According to the whole environment of refined oil marketing, this paper divides its evolution into the following four stages. From 1949 to 1984, the planned economic management mode has been adopted in the sales of product oil in China;from 1985 to 1997, the sales system of refined oil has initially formed a pattern of joint management between the industry and local government, and initially established a system of integration of production and sales of refined oil;after 1998, the duopoly market with the integration of upstream, midstream and downstream was formed;after 2003, the "Internet + marketing" mode started to appear. The influx of foreign-funded enterprises, the rapid development of new energy vehicles, and the transformation of consumer group structure will inevitably lead to fiercer competition in the refined oil market. The traditional product oil marketing model can no longer cope with this situation, building a resource sharing platform, realizing the drainage through the mobile client, identifying the target customers, establishing the cooperation relationship with customers, improving service awareness, creating lean service and other innovative business models are the development direction of the future sales of refined oil.