成品油市场情报体系建设与应用实践  

Construction and application of intelligence system of refined oil market

作　　者：宋广喜 张伟[1] 王婧文 周康 梅鹏 SONG Guangxi;ZHANG Wei;WANG Jingwen;ZHOU Kang;MEI Peng(PetroChina Henan Marketing Company,Zhengzhou,450000,China)

机构地区：[1]中国石油天然气股份有限公司河南销售分公司,郑州450000

出　　处：《车用能源储运销技术》2023年第1期30-35,共6页

摘　　要：近两年,成品油市场竞争格局发生重要变化,市场营销工作要更加立足市场导向,深入市场研判。竞争情报收集工作作为研判市场的第一步,对成品油销售企业营销决策有重要指导作用。结合国内外对市场竞争情报系统的理论基础和应用实践,初步探明建立中石油河南销售分公司自有情报体系的重要意义。通过识别关系到销售的主要信息,分析河南省内竞争对手情况和中石油河南销售分公司所处的市场竞争地位,提出了一套商情信息系统搜集内容和上报机制,建立了从基层到领导决策层的系统的信息网络,并最终形成了商情系统展示方案,对于后期商情信息体系建设实践有较大指导意义。In recent two years,the competitive pattern of refined oil market has undergone important changes.The marketing work should be more market-oriented and take in-depth market research and judgment.As the first step of market research,the collection of competitive intelligence plays an important role in guiding the marketing decision of refined oil marketing enterprises.The paper preliminarily proves the significance of establishing the own intelligence system of PetroChina Henan Sales Corporation combining with the theoretical basis and application practice of the market competitive intelligence system at home and abroad,analyzes of competition situation in Henan province and PetroChina Henan Sales Corporation market competition status by identifying the main information related to sales,puts forward a set of business information systems to collect content and reporting mechanism,sets up information network from the shop floor to the decision-making level,and finally forms the business information system solutions in order to offer great guiding reference for construction practice of the later business information system.

关 键 词：竞争情报 市场研判 成品油市场 营销决策 

分 类 号：F426[经济管理—产业经济] F274