我国成品油市场竞争行动方式实证研究

我国成品油市场近年来发展十分迅速，市场格局逐步走向多元化，市场竞争更趋激烈。针对国内成品油市场 竞争，结合成品油市场营销特点，首先就企业竞争行动、竞争者反应、竞争反应行为决策模型及竞争行动的影响因素进 行相关分析，对市场竞争行动方式作了阐释，接着依据相关理论和研究成果，确定了成品油市场竞争行动方式的衡量 要素，即市场防御和市场进攻方式。选取5 家成品油销售企业的305 人进行了抽样问卷调查，对回收的有效问卷的数 据进行归纳、统计分析，应用SPSS17.0 软件进行计算。研究结果表明：从重要性、有效性和喜好性三方面对成品油市 场竞争行动方式进行排序和分析，有助于成品油销售企业决策者作出判断和选择，采取适合自身发展的竞争战略，这 对国内成品油销售主体有效参与市场竞争起到一定的参考作用。

An Empirical Research on Competitive Action in China’s#br# Finished Oil Market

The finished oil market in China has rapidly developed in recent years，which has led to diversified market structure and more intense competition. We interpreted the competitive actions in domestic finished oil market with analysis of enterprise competitive action，competitor reaction，decision model of competitive response action and factors influencing competitive action. Then based on related theory and research achievements，we determined market defense and offense as the measuring factors of finished oil market competition action. We conducted a survey among 305 of the staff from five finished oil marketing enterprises，and analyzed the data of the qualified returned questionnaire with SPSS17.0. The research results showed that sorting and analyzing finished oil market competition action from the perspectives of significance，effectiveness and preferences is helpful for finished oil marketing enterprise decision-makers to make judgment and to take competitive strategies suitable for enterprise development. We hope this research can offer some reference for domestic finished oil sales enterprises to effectively participate in market competition.