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论文编号：	12777
作者编号：	2320190562
上传时间：	2021/12/8 21:17:01
中文题目：	BH石油装备制造公司拓展南美市场营销策略的研究
英文题目：	Research on marketing strategy of BH Petroleum Equipment Manufacturing Company in South America
指导老师：	许晖
中文关键字：	石油装备；智能制造；营销策略
英文关键字：	Petroleum equipment；intelligent manufacturing；marketing strategy
中文摘要：	在经济全球化和“一带一路”油气合作趋势下，石油资源成为全球不可或缺的重要战略资源。作为油气开采最重要的一环，中国的石油装备制造企业逐渐走向国际市场，得到国际市场的普遍认可。 我国石油装备制造企业在几十年的发展历程中，积累了丰富的国际市场开发经验，许多产品已经趋于或达到世界水平。尽管如此，面对复杂多变的国际市场环境，为了提升在国际市场上的竞争力，石油装备制造企业应该准确定位国际目标市场，探索出适应国际目标市场环境、发展规律，并且满足企业自身贸易需求的营销策略。 本文以BH石油装备制造公司为研究对象，运用市场营销的相关理论作为依据，分析石油装备制造行业在南美市场的发展形势，剖析竞争对手的国际市场营销策略，提出BH石油装备制造公司在拓展南美市场中如何构建营销策略体系，制定更优的国际营销策略。 首先，本文对石油装备制造业在南美区域的市场情况进行分析，运用战略环境分析相关理论对该行业在南美市场的宏观环境和竞争环境进行分析；其次，阐述BH石油装备制造公司在南美市场的发展现状，基于BH公司在南美市场的内外部竞争环境和竞争条件，剖析BH公司在拓展南美市场中所面临的机会与威胁、内部优势和劣势；再次，运用市场营销战略相关理论对BH公司在南美区域市场进行细分，结合BH公司实际情况明确目标市场及市场定位，并找到合适的国际市场进入模式，即间接或直接出口与合资经营的模式；最后，运用市场营销组合策略相关理论分析BH公司在南美市场的营销组合策略：提供个性化产品和服务方案，针对南美市场采取机动灵活的定价策略，有效利用合理促销手段和代理营销渠道，推行特色服务保障机制。同时，对拓展南美市场的营销策略提供人才、激励机制和风险防范方面的保障措施。
英文摘要：	Under the trend of one economic globalization and "One belt, one road" oil and gas cooperation trend, oil resources have become an indispensable strategic resource in the world. As the most important part of oil and gas exploitation, China's petroleum equipment manufacturing enterprises gradually move towards the international market and are generally recognized by the international market. In the course of decades of development, China's petroleum equipment manufacturing enterprises have accumulated rich experience in international market development, and many products have tended to or reached the world level. Nevertheless, in the face of the complex and changeable international market environment, in order to enhance their competitiveness in the international market, petroleum equipment manufacturing enterprises should accurately locate the international target market, explore marketing strategies that adapt to the international target market environment and development law, and meet their own trade needs. This paper takes BH petroleum equipment manufacturing company as the research object, uses the relevant theories of marketing as the basis, analyzes the development situation of petroleum equipment manufacturing industry in the South American market, analyzes the international marketing strategy of competitors, and puts forward how BH petroleum equipment manufacturing company constructs the marketing strategy system and formulates better international marketing strategy in expanding the South American market. Firstly, this paper analyzes the market situation of petroleum equipment manufacturing industry in South America, and analyzes the macro environment and competitive environment of the industry in South America by using the relevant theories of strategic environment analysis; Secondly, it expounds the development status of BH petroleum equipment manufacturing company in the South American market. Based on the internal and external competitive environment and conditions of BH company in the South American market, it analyzes the opportunities and threats, internal advantages and disadvantages faced by BH company in expanding the South American market; Thirdly, the relevant theories of marketing strategy are used to subdivide the regional market of BH in South America, clarify the target market and market positioning in combination with the actual situation of BH, and find the appropriate international market entry mode, that is, indirect or direct export and joint venture mode; Finally, relevant theories of marketing strategy are used to analyze the marketing strategies of BH company in the South American market: providing personalized products and service schemes, adopting flexible pricing strategies for the South American market, making effective use of reasonable promotion means and agency marketing channels, and implementing characteristic service guarantee mechanism. At the same time, it provides guarantee measures in terms of talents, incentive mechanism and risk prevention for the marketing strategy of expanding the South American market.
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