胜利海洋钻井公司市场开发战略研究

发布时间：2018-12-14 22:35

【摘要】：中国石化为利于走出去探索市场,重组了油田服务板块。胜利海洋钻井公司隶属于新成立的胜利石油工程公司,业务主要是为油田提供钻井一体化服务,包括钻井、海况调查、泥浆、固井和地质五大业务单元,市场主要在渤海区域,定位于浅滩海钻探。本文研究的问题是确定公司的市场开发战略,从市场的需求和公司的能力两个方面进行论述。作者从国内外市场、行业环境和公司内部实力进行分析,研究了国内外石油服务企业现状以及油服行业市场竞争特点,确定公司国际化向深海发展的战略总目标,明确区域目标市场,采取低价一体化的绿色产品服务,扩大营销渠道,拓展资产运营,施行“三步走”的实现步骤。国内外市场和行业环境分析应用PEST理论和五力分析工具选择符合公司战略的目标接替市场,应用波士顿矩阵分类描绘了公司业务现状和发展方向,创新性给出生产和经营并重的市场保障模式。文中对海洋油服市场行业以及竞争对手进行了分析,针对国内和国际海洋油服市场方面做了一定的数据调查,确定了以市场开发战略指导企业各业务单元工作,进行深入分析并提出了相关思路和建议。本文是作者根据所学管理学知识,从个人视角结合海洋钻井公司实际所进行的分析和研究,为公司的发展建言,希望本文能对公司在深化改革的市场化转型中有所帮助。
[Abstract]:Sinopec to go out to explore the market, restructuring the oilfield service plate. Shengli Offshore drilling Company is affiliated with the newly established Shengli Petroleum Engineering Company. Its business is mainly to provide integrated drilling services for oil fields, including drilling, sea condition investigation, mud, cementing and geology. The market is mainly in the Bohai region. Located in the shoal and sea drilling. In this paper, the problem is to determine the company's market development strategy, from the market demand and the company's ability to discuss two aspects. Based on the analysis of the domestic and foreign market, the industry environment and the internal strength of the company, the author studies the present situation of the domestic and foreign petroleum service enterprises and the characteristics of the market competition of the oil service industry, and determines the general strategic goal of the international development of the company to the deep sea. The regional target market should be defined, the green product service should be integrated with low price, the marketing channel should be expanded, the assets operation should be expanded, and the realization step of "three steps" should be implemented. Domestic and foreign market and industry environment analysis apply PEST theory and five forces analysis tools to select the target replacement market that is in line with the company's strategy, and apply Boston matrix classification to describe the current business situation and development direction of the company. Innovation gives the market security model with equal emphasis on production and operation. This paper analyzes the market industry and competitors of offshore oil service, makes a certain data survey on the domestic and international offshore oil service market, and determines that the market development strategy should be used to guide the business unit of the enterprise. Carry on the thorough analysis and put forward the relevant train of thought and suggestion. This article is based on the knowledge of management, from a personal perspective combined with the actual analysis and research carried out by the offshore drilling company, for the development of the company, I hope this article can help the company in the deepening of the reform of the market-oriented transformation.
【学位授予单位】：中国石油大学(华东)
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.72

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