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自2014年下半年以来,国际油价大跌,进入低油价时代,全球石化行业进入一个艰难的调整发展期。全国炼油化工企业的生存与国际原油价格息息相关,炼油企业在低油价下要适应新常态,寻求新的营销之路。本文将从市场环境分析入手,找出炼油企业营销中存在的问题,并针对问题转换观念,提出新的营销思路,保证企业效益最大化。
Since the second half of 2014, international oil prices plunged into the era of low oil prices, and the global petrochemical industry has entered a difficult period of adjustment and development. The survival of the national refining and chemical enterprises is closely linked with the international crude oil prices. Refining companies should adapt to the new normal at a low oil price and seek new ways of marketing. This article will start from the analysis of the market environment to find out the problems existing in the marketing of oil refining enterprises, and put forward new marketing ideas in light of the concept of problem transformation so as to ensure the maximization of the efficiency of enterprises.