摘要
近年来,国际油价长时间拉低运行,国内成品油销售市场资源供大于求的局面早已常态化,产品同质化导致价格竞争加剧;随着数字化消费潜力逐年提升,中国石油、中国海油及其他社会油站等纷纷借助“互联网+”拓客营销,导致中国石化销售企业获取流量的成本越来越高。面对荆棘丛生的市场环境,如何突出重围,将私域数智化,拉动客户消费,是量效齐增的关键,也是扩销增效的需要。本文以中国石化销售股份有限公司广东石油分公司为例,探索研究中国石化销售企业私域数智化发展的背景、主要做法,并尝试对中国石化销售企业私域数智化增长发展趋势进行展望。
In recent years,the international oil prices have remained low for a long period,and the domestic refined oil sales market has been in a state of oversupply.Product homogenization has intensified price competition.With the increasing potential of digital consumption,companies like SINOPEC,CNOOC,and other social oil stations have all utilized"Internet+"to expand marketing,resulting in an increasing cost for SINOPEC's sales enterprises to acquire traffic.Faced with a challenging market environment,how to break through and digitize the private domain to stimulate customer consumption is the key to achieving simultaneous growth in quantity and efficiency,and it is also the need for expanding sales and increasing efficiency.Taking SINOPEC Sales Co.,Ltd.Guangdong Petroleum Branch as an example,this paper explores the background and main practices of the development of private domain digitization in SINOPEC's sales enterprises,and attempts to provide a prospect for the growth trend of private domain digitization in SINOPEC's sales enterprises.
作者
徐丽娜
Xu Lina(SINOPEC Sales Co.,Ltd.Guangdong Petroleum Branch,Guangdong Guangzhou 510620,China)
出处
《石油化工管理干部学院学报》
2023年第3期20-25,共6页
Journal of Sinopec Management Institute
关键词
销售企业
私域
数智化
发展
sales enterprises
private domain
digitization
development
