I 摘要 生态发展已经成为经济发展的一个重要着力点。石油销售企业作为传统能 源企业，如何有效适应新时代下的市场发展和生态发展是个无法回避的命题。 生态发展也正在倒逼石油销售企业的自我革新与转型升级。石油销售企业要立 足现实，牢固树立生态发展理念，在生态发展的大背景下尽快确定发展新路径 而寻求突破传统束缚制约。 本文以生态发展理论为主导，紧紧扣住生态发展特点，融合竞争战略与核 心竞争理论思路，重点探讨在生态发展形势下传统石油销售企业的业务重组与 转型升级的多元化发展。通过分析国内成品油市场、生态发展的高压态势，结 合国家由大开发向大保护转变的生态战略要求，深入探析石油销售企业传统业 务的优劣性，在研究新能源发展的新业务发展模式基础上，结合中石油 J 公司（以 下均简称“J 公司”）的经营销售实践，从全球低碳化发展需要、国家生态发展政 策、欧亿·体育（中国）有限公司发展背景、新能源发展方向、自身发展状况等方面着手，突出新能源 对传统石油欧亿·体育（中国）有限公司的冲击要素分析，对 J 公司面临的生态发展形势进行系统分析， 进一步明确生态发展的路径新方向，破除传统石油欧亿·体育（中国）有限公司的路径依赖，从而提出 J 公司生态发展的路径设计。 本文在结构上分为六章，其中，第一章为导论；第二章为石油销售企业及 生态发展的概述；第三章为中石油 J 公司生态发展的环境分析；第四章为影响 中石油 J 公司生态发展路径的制约性因素；第五章为中石油 J 公司生态发展的 路径设计；第六章为结论。 经过系统的理论分析与实践论证，本文建议 J 公司应扎实推进生态升级改 造、注重业务拓展的多元化、提升企业管理能力、培养顾客消费习惯，在市场 开发、天然气业务、油品升级替换、非油品业务等方面重点谋划，以差异化服 务提升顾客体验，以多元化业务增加利润增长点，以环保治理顺应生态发展。 并认为，虽然生态发展“形势不等人”，但生态发展蕴含的新机遇也给传统石油销 售企业带来了新的、可期许的发展未来，只要 J 公司坚持已确定的发展路径，结 合固有优势，集中力量进欧亿·体育（中国）有限公司务重组，发挥人才、市场、规模、制度、体制优 势，充分利用品牌价值，必大有可为。 关键词，生态发展；成品油销售企业；发展转型；路径Abstract II Abstract Ecological development has become an important focus of economic development, and it can not be avoided. As a traditional energy enterprise, oil sales enterprises should instantly transform the developmental patterns to adapt to the new requirements in the new era under the new market conditions. Ecological development also requires the oil sales enterprises to accelerate its transformation and upgrading. According to the new development of the new era, the oil sales enterprises, based on reality and conforming to the new normality, should firmly establish the ecological developmental concept and discover a new developmental path to break through the traditional constraints. Therefore, the study of the ecological development of sales enterprises has a certain application value. This paper focuses on the ecological development theory and integrates the competitive strategy. In addition, the paper lays an emphasis on the business restructuring and diversified development of traditional oil sales enterprises under the situation of ecological development. Through the analysis of the domestic refined oil market, combined with the requirements of our country’s ecological strategy, this paper deeply analyzes the advantages and disadvantages of the oil sale enterprises business and makes researches on the new business developmental patterns. Based on the PetroChina J Company ( hereinafter referred to “J”) sales experiences, the paper further clarifies the direction of ecological development and put forward a new path to adapt to ecological development. This paper is divided into six chapters. The first chapter is introduction. The second chapter is a review of oil sales enterprises and ecological development. The third chapter is about the environmental analysis of PetroChina J Company from the aspect of ecological development. The fourth chapter is about the restriction factors of the ecological development of PetroChina J Company. The fifth chapter is the path design of PetroChina J Company from the aspect of ecological development. The last chapter is the conclusion.Abstract III Based on the comprehensive analysis and research, combining with the argumentation of theory and practise, this paper concludes that ecological development provides new business opportunities and ensures an promising future to traditional oil sales enterprises although its demands on the traditional business are comparatively harsh. Comprehensively considering the ecological developmental factors, scientifically design the developmental path, combining with advantages of traditional oil sales enterprises, taking advantages of its brand value, PetroChina J Company could have a brilliant prospect. Key words: ecological development; oil sales enterprises; developmental transformation; path目 录 IV 目 录 第 1 章 导论.........................................................................................................1 1.1 研究背景和意义.........................................................................................1 1.1.1 研究背景 .............................................................................................1 1.1.2 研究意义 .............................................................................................3 1.2 文献综述.....................................................................................................4 1.2.1 国外研究现状 .....................................................................................4 1.2.2 国内研究现状 .....................................................................................5 1.2.3 文献评述 .............................................................................................7 1.3 研究的思路与方法 ...................................................................................8 1.3.1 研究思路 ...........................................................................................8 1.3.2 研究方法 ...........................................................................................9 第 2 章 石油销售企业及生态发展的概述.......................................................11 2.1 石油销售企业概述...................................................................................11 2.1.1 石油销售企业发展历程 ...................................................................11 2.1.2 石油销售企业现状 .........................................................................12 2.2 石油销售市场分析 .................................................................................12 2.2.1 市场主体多元化 .............................................................................12 2.2.2 市场竞争充分 .................................................................................13 2.2.3 传统业务的局限性 .........................................................................13 2.2.4 新能源发展的替代功能加大 .........................................................14 2.2.5 新业务的开拓 .................................................................................15 2.3 生态发展的理论分析 .............................................................................18 2.3.1 生态发展的涵义 .............................................................................18 2.3.2 生态发展的特点 .............................................................................18 2.3.3 生态发展理论的产生与发展 .........................................................20目 录 V 2.3.4 生态发展路径的探索 .......................................................................21 2.4 石油销售企业生态发展路径的要素与方向 .........................................24 2.4.1 石油销售企业生态发展路径的构成要素 .....................................24 2.4.2 石油销售企业生态发展路径的突破方向 .......................................26 第 3 章 中石油 J 公司生态发展的环境分析....................................................30 3.1 J 内部环境分析.........................................................................................30 3.1.1 J 公司基本情况..................................................................................30 3.1.2 J 公司内部资源分析..........................................................................30 3.1.3 J 公司“十三五”规划情