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论文编号：	12855
作者编号：	2320190547
上传时间：	2021/12/11 8:31:05
中文题目：	S公司拓展伊拉克油田技术服务市场营销策略研究
英文题目：	Research on the Marketing Strategy of S Company to Expand the Technology Services Market of Iraq Oilfield
指导老师：	许晖
中文关键字：	营销策略；伊拉克；油田技术服务；中央企业
英文关键字：	Marketing strategy；Iraq oilfield；Technology services；National enterprise
中文摘要：	随着“一带一路”倡议以及“国家能源新战略”的深入实践，海外油气领域合作日益频繁。S公司作为油田技术服务行业中的一家具有一体化服务能力的中央企业，肩负国家能源安全的使命与重任，近年来在全球各大海外市场进行了广泛而又深刻地实践与探索。伊拉克是一带一路沿线国家中的重要油气产区，各大石油巨头及全球优质油田技术服务商云集与此，该市场迅速地成为了油田技术服务产业兵家必争之地，竞争异常激烈。 本文以S公司为对象，选取伊拉克油田技术服务这一极具特色的典型市场开展研究。旨在通过市场营销相关理论与实践，探讨如何结合S公司产业特征，立足伊拉克油田技术服务市场特点，科学地输出营销战略并有的放矢地选择市场营销组合策略，解决S公司在该市场拓展过程中的现实问题。 本文首先结合PEST分析、五力模型以及SWOT矩阵相关理论，从宏观、中观和微观三个层面深入分析了目前伊拉克油田技术服务市场的内外部环境与特点，详述了S公司在该市场的竞争态势。通过回顾S公司及其伊拉克市场发展沿革，归纳总结出S公司在该市场定位不清、定价偏高、渠道冲突以及促销低效等问题。此后，在市场营销战略相关理论的支撑下，完成了伊拉克油田技术服务市场的市场细分，并结合S公司自身优劣势选取了南部中资油田作为目标市场，明确了聚焦油田生产阶段油田技术服务一体化解决方案提供商的市场定位。本文在核心部分依托市场营销组合策略相关理论，重点提出了基于解决方案的产品策略、系统多元的价格策略、三位一体的促销策略以及内外兼修的渠道策略。并从组织、人力、信息资源的优化配置以及风险控制四个方面提出了相关措施，以切实保障上述营销战略及组合策略的顺利实施，推动S公司在伊拉克油田技术服务市场的持续拓展。
英文摘要：	With the in-depth practice of The Belt and Road Initiative and The New National Energy Strategy, overseas oil and gas cooperation has become increasingly frequent. As a national enterprise with integrated service capability in the oilfield technology services industry, S Company shoulders the mission and responsibility of national energy security, and has been deeply practicing and exploring overseas markets all over the world. Iraq is an important oil and gas producing area along the Belt and Road. Major oil giants and global high-quality oilfield technology services providers are gathering here. The market has quickly become a battleground for the oilfield technology services industry. The thesis takes S Company as the research object, and focus on the oilfield technology services marketing explanation of Iraq. The purpose is to put forward the scientific marketing strategy and select the effective marketing mix strategy according to the industrial characteristics of S company and the environment of Iraq oilfield technology services market. Firstly, the thesis combined with PEST Model, Michael Porter's Five Forces Model and SWOT Model to deeply analyzes the environment and characteristics of the current Iraq oilfield technology services market and the competitive situation of S company. By reviewing the development history of S Company and its Iraq market, this thesis summarizes the problems that S Company faces in this market, such as unclear positioning, high pricing, channel conflict and inefficient promotion. After that, the thesis chooses the Sino-background oilfield in southern Iraq as target market, and the oilfield technology services integration solution provider during production period as the market positioning. And then, the thesis puts forward marketing mix strategy such as solution-based product strategy, Systematic and diverse pricing strategy, trinity promotion strategy and channel strategy combine both internal and external channel. At last, supporting measures are put forward from the four aspects of organization, manpower, information and risk control to effectively ensure the smooth implementation of the above marketing strategy and marketing mix strategy to promote the continuous marketing expansion of S company in Iraq oilfield technology services.
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