HB公司成品油营销网络优化策略研究

ABSTRACTResearch On The Optimization Of Oil-station Network OfHB Marketing CompanyABSTRACTAt present,the weakness of the recovery of the world economy,the internationaloil price fluctuations,China's economic development and transformation into the depthadjustment phase,energy consumption has been through a period of rapid growth,intothe downstream channel,the main contradiction in the energy industry by the securitydemand into conventional overcapacity,oversupply.In the entire oil industry chain,refined oil sales is the last ring is the most important part,it is the key to realize thevalue of the whole industry chain,so called "gold terminal".The quantity and quality ofthe gas station marketing network is the key link of the profit of the enterprise,and alsodecides the future development of the enterprise.In the current oil prices continued lowbackground,whether it is the traditional "three barrels of oil to Shandong to refining asa representative of the private enterprises,with Shell and Total as the representative ofthe foreign companies are actively expanding the"golden terminal "the pursuit of thewhole industrial chain profit maximization.HB company was founded in 2001,is mainly responsible for China's oil sales inthe Hebei province of oil,after 16 years of development,the company has more than1000 gas stations,has a market share of 1/3.However,the quality of marketing networkis not high,resulting in poor profitability,has become an important factor restricting thefurther development of HB company.This paper takes HB company as a sample,firstlythe background and significance of the research are elaborated;then introduces theresearch status at home and abroad and the related theories and methods;then the statusof oil marketing network analysis HB company,find out the problems and reasons;finally,from the angle of quality and benefits of network construction,combined withthe actual proposed optimization the principle,development strategy and other aspectsof specific proposals and measures,in the current economic and market environmentII