石油化工行业市场营销管理创新策略探讨  

Innovative Strategies of Marketing Management in Petrochemical Industry

作　　者：王彩霞 Wang Caixia(SINOPEC Group Party School,SINOPEC Management Institute,Beijing 100012,China)

机构地区：[1]中国共产党中国石油化工集团有限公司党组党校,石油化工管理干部学院,北京100012

出　　处：《当代石油石化》2024年第12期58-62,共5页Petroleum & Petrochemical Today

摘　　要：随着国际政治经济形势不确定性的增加和消费者环保意识的增强,石油化工行业面临着前所未有的挑战与机遇,市场营销管理创新显得尤为重要。分析了市场营销的4个主要发展趋势,提出了石油化工行业市场营销管理创新策略,包括一体化营销,加大产品服务、客户关系管理与品牌建设,加快数智化转型,通过引入先进的数据分析工具和智能技术,提升客户满意度,增强品牌竞争力。同时,主动顺应和采用环保理念的绿色营销,满足客户需求,提升市场表现,推动行业转型升级。With the increasing uncertainty in the international political and economic situation and the heightened environmental awareness of consumers,the petrochemical industry is facing unprecedented challenges and opportunities,making innovation in marketing management particularly important.This paper analysis four major trends in marketing and proposes innovative strategies for marketing management in the petrochemical industry,including integrated marketing,enhancing product services,customer relationship management,and brand building.Additionally,there is a need to accelerate the digital and intelligent transformation by introducing advanced data analysis tools and intelligent technologies to improve customer satisfaction and enhance brand competitiveness.Furthermore,the industry should proactively embrace and adopt green marketing,to meet customer demands,improve market performance,and drive the transformation and upgrading of the industry.

关 键 词：石油化工行业 市场营销管理 创新策略 可持续发展 

分 类 号：F42[经济管理—产业经济]