面向区域性油品市场的企业产品结构优化研究与应用-工商管理(MBA)专业毕业论文.docxVIP

中文摘要加入WTO以后，国内石油和成品油价格逐步与国际市场接轨，中国石 中文摘要 加入WTO以后，国内石油和成品油价格逐步与国际市场接轨，中国石 化企业面临新的经济发展形式和更为复杂的国内外竞争环境。市场成为远比 技术、资本以及自然要素更为稀缺的资源，面向市场，把握市场机会，优化 产品结构，回避市场风险，成为石化企业生存与发展的关键。本文所研究的 是区域性油品市场的特点以及企业经营中产品结构优化问题。 本文首先应用现代营销管理的理论和方法，针对国内石化行业的竞争 形式、产品结构特点、发展趋势进行剖析，明确国内油品市场生产与需求的 结|弃句现状；其次通过对华北石化公司产品所覆盖的区域性市场进行市场调 研，确定目标市场，分析目标市场油品的供给与需求结构，应用灰色预测模 型对重点市场进行定量预测；最后先运用DEA方法对产品经营有效性进行 分析，然后结合国内油品市场价格形成机制以及价格与需求结构频繁变化的 现状，建立产品结构优化的数学模型，并在华北石化公司应用，增强公司对 市场变化快速应变的能力，提高了经济效益，为公司管理决策提供科学依据。 关键词：市场营销 油品 产品结构 预测 优化 ABSTRACTAfter ABSTRACT After accessing to the WTO，prices of China’S petroleum and oil products is gradually connected with the international market．China’S petrochemical enterprises are faced with new economic development situation and more complex international competitive environment．As market becomes far more rare resources than technology,substance and natural stuif,facing market directly,grasping market opportunity,optimizing product mix and avoiding market risk becomes the key of surviving and development of petrochemical enterprises This thesis studies such problems as the traits of district oil products market and optimization of product mix in process of management of enterprises． Firstly,this thesis analyzes the competitive form．characteristic of product mix，development trend of domestic petrochemical industry by applying basic theory and method of modern marketing management，SO as to define the structure actuality of production and demand of domestic oil products market Secondly，it aims at district market covered by North China petrochemical company to conduct market research，confirms the goal market，analyzes its structure of supply and demand and then,it makes a forecast of the main market by applying gray forecast theory Finally，combined with the forming mechanism of prices of domestic oil products market and the actuality that structure of prices and demand changes frequently,it Sets up mathematic model of optimization of product mix．which iS a