DF公司海外处理解释业务市场营销策略研究
发布时间：2018-11-17 06:37
【摘要】：笔者在综合前人研究成果和已有物探行业资料的基础上,综合运用了文献研究法、对比分析法、综合分析法等方法,立足全球物探行业处理解释业务发展大背景,研究探讨DF公司海外处理解释业务在当下历史时期,如何突破瓶颈,进一步提高其国际市场份额和行业竞争力,对公司下一步发展战略决策的制定具有重要参考价值。 本文首先论述了市场营销的基本概念和原理,随后对DF公司海外处理解释业务所处的宏观环境、目标市场情况、目标客户情况以及业务板块情况进行了全面系统研究,其中着重分析了全球油气市场和物探市场的主要特点及趋势,中东、非洲、亚洲和美洲四大主要区域市场的处理解释业务情况,国际石油公司、国家石油公司和中资油公司三类不同油公司的业务需求情况,陆上资料处理解释业务、海洋资料处理解释业务、油藏开发业务、多用户业务和IT业务五大业务板块现状。接着结合DF公司海外处理解释业务市场营销的实际情况和现状,通过所学的市场营销知识对标分析得出我们在市场结构和产业结构等方面存在的诸多不合理因素,主要表现在由于高端人才的匮乏和技术创新能力的不足导致的市场来源单一、高端市场竞争力较小,成为制约我们进一步发展的两大瓶颈。基于此状,笔者从目标市场、目标客户和业务板块三大方面对我们下一步市场发展的营销策略进行了详细设计和规划,最终通过建立高效营销团队、分类制定不同的奖惩制度和对可预见风险的防范和预防来确保所制定的各类营销策略得到有效实施和执行。 通过分析,笔者认为人才和技术是制约我们发展的两大瓶颈,加强人才培养力度,提高技术创新水平是我们今后工作的主要着力点。我们要紧跟CNPC海外发展步伐,稳固和发展CNPC海外处理解释业务市场,大力开拓非CNPC市场,努力摆脱单一的市场结构,增强抗风险能力；同时发展多种产业链,由原来单一的处理解释业务向处理解释油藏一体化方向发展,大力发展油藏业务、多用户业务、IT业务等产业,形成我们新的经济增长点,从而提高我们的市场占有率和行业竞争力。
[Abstract]:On the basis of synthesizing the previous research results and the existing geophysical exploration industry data, the author synthetically used the methods of literature research, comparative analysis, comprehensive analysis, etc., and based on the background of the development of the global geophysical industry processing and interpretation business. In the present historical period, how to break through the bottleneck and further improve the international market share and industry competitiveness of DF Company overseas processing and interpretation business is studied and discussed, which has important reference value for the company to make the next development strategy decision. This paper first discusses the basic concepts and principles of marketing, and then makes a comprehensive and systematic study on the macro environment, target market, target customer and business sector of DF Company. It focuses on the analysis of the main characteristics and trends of the global oil and gas market and the geophysical market, the processing and interpretation of the four major regional markets in the Middle East, Africa, Asia and the Americas, and the international oil companies, The business demand of three kinds of different oil companies, the onshore data processing and interpretation, the marine data processing, the reservoir development, the multi-user business and the IT business, are the present situation of the national oil company and the Chinese oil company. Then combined with the overseas processing of DF Company to explain the actual situation and current situation of business marketing, through the analysis of marketing knowledge, we can find out a lot of unreasonable factors in market structure and industrial structure. Mainly because of the shortage of high-end talents and the lack of technological innovation ability, the market source is single, and the competitiveness of high-end market is small, which has become the two bottlenecks that restrict our further development. Based on this situation, the author designs and plans the marketing strategy of our next step from the target market, the target customer and the business sector in detail, and finally through the establishment of an efficient marketing team, Different reward and punishment systems and precautions against foreseeable risks are made to ensure the effective implementation and enforcement of various marketing strategies. Through analysis, the author thinks that talent and technology are the two bottlenecks restricting our development, and strengthening the training of talents and improving the level of technological innovation are the main focus of our work in the future. We should keep pace with the overseas development of CNPC, stabilize and develop the CNPC overseas processing and interpretation business market, vigorously develop the non-CNPC market, strive to get rid of the single market structure, and enhance the ability to resist risks. At the same time, the development of a variety of industrial chains, from the original single processing and interpretation business to the integration of processing and interpretation reservoir, and vigorously developing the reservoir business, multi-user business, IT business and other industries, has formed our new economic growth point. In order to improve our market share and industry competitiveness.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.22
本文编号：2336786
[Abstract]:On the basis of synthesizing the previous research results and the existing geophysical exploration industry data, the author synthetically used the methods of literature research, comparative analysis, comprehensive analysis, etc., and based on the background of the development of the global geophysical industry processing and interpretation business. In the present historical period, how to break through the bottleneck and further improve the international market share and industry competitiveness of DF Company overseas processing and interpretation business is studied and discussed, which has important reference value for the company to make the next development strategy decision. This paper first discusses the basic concepts and principles of marketing, and then makes a comprehensive and systematic study on the macro environment, target market, target customer and business sector of DF Company. It focuses on the analysis of the main characteristics and trends of the global oil and gas market and the geophysical market, the processing and interpretation of the four major regional markets in the Middle East, Africa, Asia and the Americas, and the international oil companies, The business demand of three kinds of different oil companies, the onshore data processing and interpretation, the marine data processing, the reservoir development, the multi-user business and the IT business, are the present situation of the national oil company and the Chinese oil company. Then combined with the overseas processing of DF Company to explain the actual situation and current situation of business marketing, through the analysis of marketing knowledge, we can find out a lot of unreasonable factors in market structure and industrial structure. Mainly because of the shortage of high-end talents and the lack of technological innovation ability, the market source is single, and the competitiveness of high-end market is small, which has become the two bottlenecks that restrict our further development. Based on this situation, the author designs and plans the marketing strategy of our next step from the target market, the target customer and the business sector in detail, and finally through the establishment of an efficient marketing team, Different reward and punishment systems and precautions against foreseeable risks are made to ensure the effective implementation and enforcement of various marketing strategies. Through analysis, the author thinks that talent and technology are the two bottlenecks restricting our development, and strengthening the training of talents and improving the level of technological innovation are the main focus of our work in the future. We should keep pace with the overseas development of CNPC, stabilize and develop the CNPC overseas processing and interpretation business market, vigorously develop the non-CNPC market, strive to get rid of the single market structure, and enhance the ability to resist risks. At the same time, the development of a variety of industrial chains, from the original single processing and interpretation business to the integration of processing and interpretation reservoir, and vigorously developing the reservoir business, multi-user business, IT business and other industries, has formed our new economic growth point. In order to improve our market share and industry competitiveness.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.22
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