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论文编号：	4518
作者编号：	1120060944
上传时间：	2012/6/13 16:44:13
中文题目：	全球石油产业分析与石油公司全球营销战略研究
英文题目：	The Research of Global Marketing Strategy based on the Global Environment of Prtroleum Industry:Case Study of Mainland and Taiwan Prtroleum Companies in China
指导老师：	吴晓云
中文关键字：	全球营销战略 中国石油产业 价值链 绩效
英文关键字：	Global Marketing Strategy, Chinese Petroleum Industry, Value Chain, Performance
中文摘要：	中国自改革开放以来，随着经济发展，对石化能源的需求快速增加，自1996年开始已从能源净出口国转为能源净进口国。国际石化能源市场基于其对全球经济及全人类的影响，发展至今已成为一个全球化的竞争市场；然而，石油产业又由于其对任何国家而言，皆属于重大的民生/国防工业，直接影响一国之经济与安全，因而石油产业在多数国家中，又属于受到政府重重限制的保守市场。基于石油对中国经济发展之重要地位，以及国家“走出去”的政策，近几年中国的石油公司逐渐加强其国外布局的力度，陆续并购国外能源公司与矿区，积极进行全球化布局；然而，中国的石油公司在进行全球化布局的过程中，亦受到不少的阻碍。一方面石油公司虽然是以某一地区为基地与市场，但又必须借助国际石油市场供需变化，作地区性的调节，以减低风险；另一方面，石油公司为了进一步发展，又必须在全球进行扩张，又常受到母国与东道国政府的协助或限制。虽然全球营销理论在1983年由哈佛大学莱维特（Levitt）教授首次提出，自诞生以来经过30年的发展已经逐步演变成为指导跨国公司进行全球市场扩张的重要管理理论，并形成一整套比较完整的理论体系和管理方法。但中外学者关于石油产业的全球化战略研究还很少见，尤其较少看到结合理论的案例研究，特别是石油公司全球营销战略之研究。尽管有关全球化战略及模型在一般背景下之研究取得丰富成果，但石油产业基于其对国家安全及经济、民生之重要性，受到更多的政治或人民的关注，其特征不同于一般制造业或服务业，全球化战略必不同于其它产业，一般的全球化战略研究结果不适合直接移植到石油业，必须进行适当之调整。因此，基于石油产业这种同时具备高度全球化与高度地区性的双重特性，本研究认为在石油产业全球化的现实背景下，建构中国石油公司全球营销战略整合模型，无论从现实指导石油公司的全球化实施战略的意义，还是从丰富全球化战略理论研究价值的角度，都是极其必要的。本研究的主题为: 根据全球化战略理论和全球营销战略理论创建石油公司全球营销战略整合模型，讨论石油公司全球营销战略表现的构成维度，基于资源基础理论和产业组织理论研究内部组织和外部环境驱动因素，以及探讨石油公司全球化战略的实施对财务绩效和战略绩效的影响。结合研究主题，本论文的研究主要包括以下六个部分：第一部分，全球营销战略理论回顾与文献综述。我们首先对全球营销相关理论进行回顾，引出全球营销战略理论，并重点介绍了全球营销战略的理论基础，即产业组织理论和资源基础理论。第二部分，全球石油产业的分析。该部分从全球石油供给分析、全球石油需求分析、全球石油价格分析和全球石油产业概况四个角度，对全球石油产业进行了系统全面的分析总结。第三部分，模型构建与研究设计。在理论回顾和文献梳理的基础上，结合全球石油产业分析，构建了本研究的“石油公司全球化战略模型。第四部分，中国大陆石油公司全球化战略案例分析。此部分以中石油和中石化两家公司为例，从其全球化战略、全球化战略影响因素和全球化战略与绩效之间的关系角度，对本研究的“石油公司全球化战略模型”进行了验证。第五部分，中国台湾石油公司全球化战略案例分析部分。此部分以台湾中油和台塑石化两家公司为例，从其全球化战略、全球化战略影响因素和全球化战略与绩效之间的关系角度，对本研究的“石油公司全球化战略模型”进行了验证。第六部分，研究结论。该部分通过对上述四个个案分析进行对比总结，得出了本研究的结论，并为中国石油公司未来全球化发展提出了战略建议。与以往的研究相比，本文的价值和创新之处主要体现在：1.总结并整合全球化阶段理论、全球化进入模式研究、全球营销战略理论、资源基础理论、全球化战略理论以及产业组织理论，并结合石油产业全球化特点和石油公司独特属性，开创性地构建出石油公司全球营销战略模型体系，认为全球化阶段、全球化进入模型和全球价值链的协调与整合是石油公司全球营销战略的关键要素。2.具有针对性的提出并检验石油公司全球营销战略表现的形成机制。根据石油产业受全球供需与价格变动和政策制定与政府影响力的作用较大，本文进一步整合研究了石油公司全球营销战略的形成机制，探讨市场供需因素、市场价格因素、竞争因素、政府政策因素和政府对外影响力因素等外部因素和国际化经验、组织能力、产业链完整性、资金和技术实力以及公司属性等内部因素对全球营销战略的影响，同时探讨全球营销战略对全球化绩效的影响机制。3.本研究在理论构建与逻辑推理的基础上，通过对中石油、中石化、台湾中油和台塑石化的案例讨论，探讨中国大陆石油企业和台湾石油企业价值链的配置与协调战略与拓展环节。4.引入时间与空间动态性比较的案例分析模式。本研究选取中石油、中石化、台湾中油和台塑石化四家石油公司作为案例企业，将引入时间动态因素，深入探讨个案企业在不同时期之全球化布局战略及其绩效，并探讨不同时期间战略与绩效之影响。
英文摘要：	Since the reform and opening-up policy，and with the fast development of economy, China's demand for petroleum fuels increases from net energy exporting country since 1996 to a net importer of energy. Based on its impact on the global economy and all mankind, the international petroleum energy market has become a global competitive market. However, the oil industry stands as a significant domain in the livelihood of the people and the defense industry, which has great impact on the economy and security. As a result, many countries set strict policy on the oil industry. Based on the importance of economic development as well as the “Going out” policy, China’s oil companies strengthen the intensity of foreign layout, acquisition of foreign energy companies and the mining area one after another. However, during the layout process of globalization, Chinese oil companies are also subject to many obstacles. On one hand, although oil companies are based on a fixed basement and market, yet they must adjust the supply and demand according to the change of the international oil market to lower the risk; on the other hand, oil companies’ expanding, which results from the further development, constantly face up the assistance or restrictions of the home country and the host country government. Although the theory of global marketing was first proposed in 1983 by Professor Levitt of Harvard University, it has been the important management theory to direct Transnational Corporation to make global market development gradually in past 30 years, and inform a complete theory system and management approach. However, the research of oil industry’s globalization strategy is still very rare, and few to study the cases with theory, especially the study of oil company global marketing strategy. Although there are many study results of globalization strategy and model in the normal background, the oil industry is so important to national security, economic and the people’s livelihood that it draws politics` and people’s attention. Because the characteristic of globalization strategy is different from manufacturing industry, the normal study results of globalization strategy research is not suit to the oil industry, so appropriate adjustments must be carried out. Therefore, based on the high globalization and high regionalism of oil industry, this research suggests that in the actual back ground of the oil industry globalization, According to the layout of international oil strategy and enriching the theories of international strategies, constructing Chinese oil company global management strategy model is necessary. The theme of this study is: constructing global marketing strategy integration model of Oil Company by globalization strategy theory and global marketing strategy theory, and discussing the construction of oil company global marketing strategy. Based on resources basis theory and industry organization theory, this article researches the driving factor of inner organization and exterior environment, furthermore discusses the influence of oil company globalization strategy to the performance of financial and strategy. Combined with the theme of this research, the following six parts are included: The first part, theoretical review of the global marketing strategy and literature review: Firstly, we review the theory of global marketing; introduce the global marketing strategy, and focuses on the theory basis of global marketing strategy that are the theory of industry organization and theory of resource basis. The second part, the analysis of global oil industry: This part makes a complete summary to the global oil industry, including the analysis of global oil supply, global oil demand, global oil price and the global oil industry. The third part, the model construct and study design: On the basis of the theoretical review and literature searching, combined with the analysis of the global oil industry, construct “oil company globalization strategy model”. The fourth part, the Chinese oil companies globalization strategy case studies: This part is based on China National Petroleum Corporation and China Petrochemical Corporation to analysis the influence factors of globalization strategy, and the relationship between globalization strategy and performance, so as to test the “oil company’s globalization strategy model”. The fifth part, Taiwan petroleum globalization strategy case studies: This part is based on Taiwan CPC Corporation and Formosa Petrochemical Corporation, to analysis globalization strategy, the influence factors of globalization strategy, and the relationship between globalization strategy and performance, so as to test the oil Company’s globalization strategy model. The sixth part, the research conclusion: According to contrast with the four cases, we get the research conclusion, and provide the strategy suggestions to the Chinese petroleum companies’ globalization development in the future. Compared with the previous research, the value and innovation of this article are mainly about the points. First, summarize and integrate the theory of globalization phase, the globalization entry mode research, global marketing strategy theory, resource-based theory, the theory of globalization strategy and the theory of industrial organization, combined with the unique global attributes of oil industry and the nature of the and oil companies, pioneering build out of the oil companies global marketing strategy model system, that the globalization phase, globalization entering model and the global value chain coordination and integration are key elements of the oil companies global marketing strategy. Second, provide and test the forming axiom of Petroleum Company’s global management strategy. As to the oil industry effected by global supply and demand, price changes, policy development , the role of government and so on, we further integrate and study the formation mechanism of the oil companies global marketing strategy, explore the impact external factors such as the market supply and demand factors, the market price factors, competitive factors, government policy factors and the internal influence factors such as international experience, organizational skills, the integrity of the industry chain, capital and technical strength and the company attributes on the global marketing strategy and the impact mechanism of global marketing strategy on the performance of globalization. Third, based on the theory construction and logic inference, this research probes into the value chain of China National Petroleum Corporation, China Petrochemical Corporation and Taiwan CPC Corporation and Formosa Petrochemical Corporation, to dispose, coordinate and develop by studying the four cases. Fourth, introduce of case analysis mode of the dynamic nature of time and space to compare. This study selects China National Petroleum Corporation, China Petrochemical Corporation, Taiwan CPC Corporation and Formosa Petrochemical Corporation as case enterprises and introduces of time-dynamic factors, so as to analysis depth layout strategy and its performance in different periods of globalization, and explores the impact of strategy on the performance in different periods.
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