橇装式加油站——成品油营销管理方式创新与实践  

Portable refueling devices—Management innovation and best practice in oil product marketing

作　　者：王立学 王国松 郑义长 

机构地区：[1]中国石油北京销售分公司

出　　处：《国际石油经济》2011年第4期62-69,112,共8页International Petroleum Economics

摘　　要：橇装式加油站的推广应用是近年来中国石油探索的一种全新的成品油零售网络开发经营管理方式。中国石油早期推广应用橇装式加油站技术是从北京中油公交橇装式加油站项目开始的,项目实施后的经济社会效益十分显著。橇装式加油站具有投资成本低、建设周期短、运行成本省、投资收益高等特点,广泛受到成品油销售企业的推崇。在目前国内成品油销售网络开发难度不断加大,成品油市场竞争十分激烈的状况下,橇装式加油站既可以作为一种零售网络开发方式,也可以作为一种成品油营销方式。推广应用橇装式加油站,企业集团客户是首要选择目标,重点要做好前期开发公关工作;定点客户是重要补充,适当的价格优惠是激发用户合作欲望的关键;也可以利用这种方式对现有低效加油站进行改造,以及对部分固定站设立加油网点扩大经营规模。此外,还必须选好合作经营管理模式,协调当地政府关系,加强运营管理,规避政策法律风险。The promotion and use of portable refueling devices (hereinafter called PRDs) is a recent innovation in refined oil product retail network development and management due to PetroChina. The initial application of PRD technology consisted of the portable bus refueling device developed by PetroChina’s Beijing Branch, which has provided remarkable economic and social benefits. As developing the domestic refined oil sales network becomes increasingly difficult, and refined oil market competition becomes more intense, rolling out PRDs is a strategy for not only retail network efficiency improvement, but also refined oil marketing. A PRD is notable for having both a low investment cost and a low operating cost, and both a short construction cycle and a high investment yield. In addition, PRD technology can improve the performance of existing gas stations by expanding their footprint and therefore the scale of their operation. So far PRD technology is being widely adopted by refined oil enterprises. To maximize adoption of the technology in retail network development and management, large enterprise groups are the priority target users with some existing small and medium enterprises as important supplementary users. Effective promotion at the initial stage is key to success. Suitable price discounts can also be used effectively to attract customers. In addition good relations need to be established and maintained with local government to smooth operations and minimize policy and legal risk.

关 键 词：橇装式加油站 成品油销售 零售网络 市场 竞争 集团客户 

分 类 号：F426.22[经济管理—产业经济]