| From the intenational rank to see, CNPC is becoming a big petroleumcompany in the world, whose real compete strenght is continuouslyincreaseing.However, compared with world big petroleum company, despite CNPChas owned great resources and crude oil yield, there is still great margin at theaspect of downstream product and marketing, and even compared with thelocal big petroleum company SINOPEC, there is also big margin. Therefore,how to increase the competetion ability in downstream property, especialy inthe aspect of finished oil marketing, is an important lesson for CNPC to face.Similar to other merchandise of china, the market of finished oilexperienced the change from planned economy to market economy. In 1998,chinese government reformed the finished oil management and circulazationsysterm. State Department approved to establish CNPC and SINOPEC. Afterseveral year's competetation, china finished oil market has been devisoned byCNPC,SINOPEC and social gas station.Through the analysis of CNPC's inside and outside operationenvironment, we can find the characteristics and the trends of china finishedoil market's development in the future: The first, finished oil market need willincrease quickly. The second, the contridict between marke supply and marketneed will more outstanding. The third, finished oil price will be decided bymarket totally. The forth, the finished oil quality standard will promotecontinuousely. The fifth, internationlization competetation will come soon.Above all, there will be not only opportunities, but also challenges for CNPC.Refinary and sale company is a subsidiary of CNPC, which is establishedat the foundation of petroleum enterprises original owned by provinces(municipalities, autonomous regions), and primarily engaged in the wholesaleand retail business of gasoline, diesel, kerodene…etc. It own more than 300 oildepots, 15000 gas stations and near 50000 employees, which sales near 7000ten thousand tons finished oil a year. From the aspect of enterprise ability tosee, CNPC's finished oil sale enterprise has a long way to go on the serviceability, sale ability, employee's character, thchnique chanacter, manage ability,brand influence and the position of gas station etc compared with the advancedlevel in demestic or in world. From the aspect of enrerprise value link to see,there are also many problems: In the process of finished oil storage andconveyance, there are the problems such as the finished oil conveyancedistance being too long, middle link being too more, finished oil depotscapacity being excess and the layout being nureasonable, equipments beingaged, the automatic level of finished oil depots operation being low, theconveyance partern not having been well optimized , the information level offinished oil logistics process being low etc. In the process of finished oilallocating, the problems are allocating being lack of plan, allocating parternbeing lack of optimazation. In the process of marketing, there are also manyproblems such as the management mode of gas station being aged,marketing idea being not strong, employees being lack of encourage,permiting business needing management etc. At the link of service, its notfinished oil business is too small etc. Now, CNPC has already realized the importantance of sales terminal.According to some date, in first six monthes in 2004 CNPC has spended 35.58hundred million yuan in procuring gas stations. However, it is not enough forCNPC to promote its competetation ability that only depending on procuringgas sation. For the porperse of owning the special competetation ability, CNPCshould build its competetation strategy by the way of terminal networkdevelopment, market research, business process optimazation and marketing. First, promoting enterprise ability. Firstly, CNPC should strengthen thedevelopment of terminal network. Here it should resovle such problems as... |
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