联系我们

论文查询结果	返回搜索

论文编号：	12042
作者编号：	2320180317
上传时间：	2020/12/10 23:00:11
中文题目：	中海油H公司拓展中东区域市场的营销战略及 营销策略研究
英文题目：	Research on the Marketing Strategy in the Middle East Area for Subsidiary H of CNOOC
指导老师：	许晖
中文关键字：	海洋石油工程；中东区域；国际市场营销；营销战略；营销组合策略
英文关键字：	Offshore Oil Engineering; Middle East Region; International Marketing; Marketing Strategy; Marketing Mix Strategy
中文摘要：	本文研究的对象和行业范围为中国海洋石油工程总承包公司—H 公司，H公司隶属于中国海油石油集团公司，是国内最大的也是亚太地区最大的海洋石油工程EPCI（设计、采办、建造、安装）总承包商之一，近年来H公司致力于国内开发的同时，加大了国际海洋石油工程市场开拓的步伐。 随着国家总体经济发展与综合国力的提高，我国已迈入世界第一大石油需求国的位置，国家能源需求的压力巨大，围绕总书记推动能源“四个革命、一个合作”的战略规划，伴随国家海洋强国的战略规划，中国海油走出中国，迈入国际市场的趋势迫在眉睫。 近年来来，H公司奋力开拓国际海洋石油工程市场，其中中东海洋石油工程市场就是我们重点开发的国际市场之一。中东海洋石油工程市场容量和潜力巨大，市场增长势头明显，据估计，未来五年内的投资将达到1000亿美金，且在未来五年内，一些主要竞争对手在该区域的工作量也接近饱和，这正是H公司全面进军该区域市场并扩大战果的良好机会。 本文研究的问题是确定H公司在中东区域的市场营销战略，作者从中东区域宏观环境、行业环境和公司内部核心能力进行分析，研究了中东区域海洋石油工程企业现状及市场竞争特点，确定公司在中东区域市场营销战略总目标，明确区域目标市场，细化中东市场营销策略。作为国内海洋石油工程行业的龙头企业，如何运用有效的国际市场营销策略，进一步扩大中东区域市场份额和保持竞争力，是本文研究的核心。 关键词：海洋石油工程；中东区域；国际市场营销；营销战略；营销组合策略
英文摘要：	The object of this paper is China Offshore Oil Engineering H Company, as a professional engineering company of CNOOC, H company is the largest EPCI (Engineering, Procurement, Conrtruction, Offshore Installation and Commissioning) engineering company in China as well as the Asia and Pacific area. H company has been committed to domestic market development in recent years, and has increased the pace of the march to international offshore oil engineering market as well. With the overall economic development and the improvement of national power, China has entered the position of the world's largest oil demand country, and the pressure of national energy demand is huge. Focusing on the strategic plan of "Four Revolutions and One Cooperation" promoted by the general secretary of the Party, CNOOC will step out of China and enter the international market in no hesitatation. Based on the guidelines for the 13th Five-Year Plan of H company, while developing domestic offshore oil market, H company is striving to explore the international offshore oil engineering market. The Middle East offshore oil engineering market is one of the international markets H company focus on. The Middle East market is active and has great potential. In recent years, the offshore oil engineering market in the Middle East has shown a momentum of rapid development, It is estimated that the investment will reach 100 billion US dollars in the next five years, and the workload of some major competitors in the region is close to saturation, this is a good opportunity for H company to comprehensively enter the regional market. The major topic of this paper is to determine the marketing strategy of H company in the Middle East region. The author analyzes the macro environment, industry environment and internal core competence of H company, studies the current situation and market competition characteristics of offshore oil engineering enterprises in the Middle East region, determines the general marketing strategic objectives of the company in the Middle East, clarifies the regional target market and refines the marketing in the Middle East Strategy. As a leading enterprise in domestic offshore oil engineering industry, how to use effective international marketing strategy to further expand market share and maintain competitiveness in the Middle East is the core purpose of this paper. Key words: Offshore Oil Engineering; Middle East Region; International Marketing; Marketing Strategy; Marketing Mix Strategy
查看全文：	预览  下载(下载需要进行登录)