中国石油装备企业国际营销战略研究

发布时间：2018-03-28 09:16

本文选题：中国　切入点：石油装备企业　出处：《对外经济贸易大学》2015年硕士论文

【摘要】：随着我国加入WTO,我国石油装备趋向于国际化,不仅是大型企业或外资企业之间的较量,就连中小企业也在求生存的同时力求可持续发展,在国内外市场占据一定地位,可见竞争极其激烈。与西方发达国家相比,中国的石油装备企业在营销中还存在一些不尽如人意之处,还受到内外部因素的影响,制约着中国石油装备企业的发展,其因子随时都可能发生变化,若不采取行动,唯恐风险变本加厉,后患无穷。为了提高我国石油装备企业的国际竞争力,研究中国石油装备企业国际营销战略选择与实施保障亟不可待,值得我们去深思。本文主要从石油装备企业与国际营销战略理论入手,阐述石油装备企业的内内涵、分类、国际营销战略理论、有形产品营销组合策略理论、SWOT分析法,同步表明本文的主体思路与写作方法,作为本文的理论基础与构思;围绕“了解研究背景,确定研究目标——分析现状、问题及影响因素——深入探究国际营销战略选择——实施保障”研究路线贯穿全文,采用文献研究、理论与对策研究相结合的研究方法展开对中国石油装备企业国际营销战略的系统性研究;在技术开发、加工制造、国际市场营销、人才队伍及国际竞争合作关系等因素的影响下,探索了中国石油装备企业在营销中存在的自主品牌研发能力与科技创新机制落后、我国石油装备企业国际营销能力较弱及我国石油装备企业人才队伍建设落后等问题,进而提出中国石油装备企业营销战略选择及实施保障措施。
[Abstract]:With China's entry into WTO, China's petroleum equipment tends to be internationalized. It is not only a contest between large enterprises or foreign-funded enterprises, but also small and medium-sized enterprises strive for sustainable development while seeking survival, and occupy a certain position in the domestic and foreign markets. It can be seen that the competition is extremely fierce. Compared with the western developed countries, there are still some unsatisfactory points in the marketing of China's petroleum equipment enterprises, which are also affected by internal and external factors, which restrict the development of China's petroleum equipment enterprises. Its factors may change at any time. If we do not take action, we fear that the risks will intensify and there will be endless problems. In order to improve the international competitiveness of our petroleum equipment enterprises, It is necessary for us to study the choice and implementation of international marketing strategy of Chinese petroleum equipment enterprises, which is worthy of our deep thinking. This paper, starting with the theory of petroleum equipment enterprises and international marketing strategies, expounds the inner connotation and classification of petroleum equipment enterprises. The international marketing strategy theory, the visible product marketing combination strategy theory and the SWOT analysis method, simultaneously indicate the main body thought and the writing method of this article, as the theoretical foundation and the conception of this article. To determine the research objective-to analyze the current situation, problems and influencing factors-to explore the international marketing strategy choice-the implementation of the research route throughout the full text, using literature research, A systematic study of the international marketing strategy of China's petroleum equipment enterprises is carried out by combining the theory with the research methods of countermeasures; in the fields of technology development, processing and manufacturing, and international marketing, Under the influence of the talent team and the international competition and cooperation relationship, this paper explores the backward R & D capability and the scientific and technological innovation mechanism of the independent brand in the marketing of China's petroleum equipment enterprises. The international marketing ability of our country's petroleum equipment enterprises is weak and the construction of our country's petroleum equipment enterprises' talents is backward and so on, and then puts forward the choice of marketing strategy and the implementation of safeguard measures for China's petroleum equipment enterprises.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.22

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