摘要
随着国内成品油市场的全面开放,一些跨国石油公司已经通过成立合资公司等方式
进入中国市场,中国海油加大了终端网络开发力度,国内综合民营石油企业已经出现,
市场规划日趋国际化、市场格局日益多元化,中国石油、中国石化两大石油集团传统的
竞争优势面临严峻的挑战

特别是近年来,国内经济持续稳定发展,这为石油销售欧亿·体育（中国）有限公司的持续、有效、快速发
展提供了广阔的市场空间和有利条件。但是油品的一般商品属性也突出显现,油价的波
动、油品的质量和数量,以及成品油销售企业的客户服务能力和服务水平,也正成为社
会高度关注的热点和新闻媒体追踪报道的热门话题,尤其部分加油站客户服务和管理方
面的批评性报道给企业造成了巨大的负面影响,引起了成品油销售企业的高度重视

为了在日趋激烈的竞争中站稳脚跟,中石油广安分公司内部管理模式也已由“以企
业为中心”的管理转变为“以客户为中心”的管理,并实施了以服务创造价值为目标的
客户管理体系建设。如何通过提升服务质量、完善客户管理体系的建设,从而实现在本
区域市场内追求髙的市场份额、提高客户忠诚,已成为中石油广安销售公司关心和研究
的重要课题

本文通过对中国石油四川广安分公司的经营现状和市场情况的分析,找出了广安公
司现行的客户管理体系存在的问题,提出了构建新型客户管理体系的必要性。有针对性
的提出了广安销售公司构建新型客户管理体系的措施,最终建立起了完善的客户管理体
系,希望能为中国石油销售企业的快速发展做出一定的贡献。_
关键词:成品油;广安销售公司;客户管理
Abstract
With the full liberalization of the domestic product oil market, some multinational oil
companies have entered the China market through the establishment of the joint venture
company and other ways, and CNOOC has increased terminal network development, and
domestic private oil enterprises have emerged, so that the market planning becomes more and
more internationalized and market structure has increasingly diversified, meanwhile
traditional competition advantage of CNPC and Sinopec is facing severe challenges.
In recent years,with the sustained and stable development of domestic economy,a broad
market space and advantageous conditions are brought for the petroleum industry sales for
sustained,effective and rapid development. But meanwhile it is also prominent for
merchandise oil of general goods properties, such as the price fluctuations, the quality and
quantity and the customer service capability and level of the product oil sales enterprise,
which have became a hot social topic and media highlight, especially the relative reports of
gas station customer service and management aspects have caused huge negative influence to
the enterprise. These problems has aroused great attention of the product oil sales enterprises
so that construction of customer service system has became an important subject in the study
of the product oil sales enterprise.
In order to gain a foothold in the increasingly fierce competition, CNPC Guang'an
branch also has converted the enterprise focus to customer focus in the management mode
of internal management and implemented the construction of customer service system to
serve the goal of creating value. How to improve the quality of service, improve the service
system, so as to realize the pursuit of high market share in the regional market and improve
customer loyalty,which are CNPC Guang'an branch concerned.
Through the analysis of the operating status and market situations of Sichuan Guang'an
branch CNPC in this paper, I have expounded the importance of the construction of customer
service system and orientated of the connotation of customer service, also with my work
experience combining,put forward the advanced “customer service focus management
concept through the improvement of customer service management system and the
construction of customer manager team in order to establish a perfect customer service system
finally. I hope to make some contribution for the rapid development of sales enterprises of
CNPC.
Key words: Product oil; Guang'an branch Sales Co. ; Customer management