加油站汽油零售定价竞争策略研究

Competitive strategies of gasoline retail pricing of gas stations

山东省的成品油终端零售市场竞争从多年前的寡头垄断发展成为大型国有企业、外资企业、民营企业参与的完全竞争。研究分析加油站竞争区域内竞争因素,选择消费者最为关注的加油站地理位置、成品油价格、企业品牌(质量)以及加油站增值服务等因素作为加油站竞争力的主要指标,并将主要竞争力指标进行量化,分析对于成品油零售定价的影响和加油站油品销量的影响。结合加油站进油成本,分析加油站及外部环境的竞争力水平,按照潜在竞争力一致的原则,确定加油站可调整价格的范围。通过具体案例的实际销售情况对本研究的策略进行了初步验证。

The retail market competition of refined oil terminal in Shandong province has developed from oligopoly many years ago to perfect competition involving large state-owned enterprises,foreign-funded enterprises,and private enterprises.The paper analyzes the competitive factors within the competition area of gas stations,selects the geographical location of gas stations,price of refined oil products,enterprise brand (quality) and value-added service of gas stations that consumers care most as the main indicators of gas stations’ competitiveness,and quantifies the main competitiveness indicators,researches the impact on the retail pricing of refined oil and gas station oil sales.Based on the cost of filling gas station,it analyzes the competitiveness level of gas station and the external environment,determines the adjustable price range of gas station according to the principle of consistent potential competitiveness.The strategy of this study is preliminarily verified through the actual sales of specific cases.