中石油哈萨克斯坦市场文化营销策略分析

发布时间：2018-06-22 10:15

本文选题：中国石油天然气股份有限公司 + 哈萨克斯坦市场　；参考：《广西大学》2015年硕士论文

【摘要】：世界经济全球一体化趋势的日渐增强,使得中国企业在开展海外业务过程中所面临的风险与挑战也随之增加。以中国石油天然气股份有限公司(以下简称“中石油’’)为例,在海外市场中涵盖了与石油、天然气有关的各项业务,其产业链的触角已经延伸到了社会的方方面面。中石油作为我国率先走出国门、迎接世界市场洗礼的企业代表,其所取得的成果值得肯定与赞扬。然而,步入知识经济时代后,产品的营销不仅仅依赖传统的营销手段,更多的是结合东道国文化,创造出具有两国文化特色、能够被广泛接受及认可的品牌,才能促使企业进一步做大、做强。而中石油在哈萨克斯坦市场的营销表现,显然与此目标差距甚远。本文拟采用文献分析法、总结归纳法、案例研究法等多种研究方法对文化营销理论进行概述,并梳理当前既有研究成果内容,以总结实施文化营销的经验。随后,采用SWOT模型对中石油当前在哈萨克斯坦市场开展文化营销的优势与劣势、机会与挑战做出系统性分析,并从SO、WO、ST、WT战略中选取最适合哈萨克斯坦市场文化营销的组合策略。针对当前中石油市场营销工作中文化营销缺失问题,本文针对性的提出了具有实践性的改进措施,并且从产品、品牌、定价、促销等视角开展文化营销工作,试图构建出适合当前世界经济发展形势及哈萨克斯坦市场客观运行规律的全新营销体系,进一步拓展中石油在哈萨克斯坦市场的营销份额并扩大其社会影响力,为我国其他企业迈出国门发展提供借鉴帮助。由于当前关于文化营销领域的研究成果仍然较少,此方面仍然存在着较大的空白之处,因而本文针对中石油哈萨克斯坦文化营销策略所展开的分析无论是在理论研究上还是实践应用上均具有较高的研究价值及现实意义,同时在当前具有较强的创新性及前瞻性,对于中石油发展能够起到一定的推动作用。
[Abstract]:With the increasing trend of the global integration of the world economy, the risks and challenges faced by Chinese enterprises in the process of overseas business are also increasing. Taking China National Petroleum Corporation (hereinafter referred to as "PetroChina") as an example, it covers all kinds of business related to oil and natural gas in overseas markets, and its industrial chain has extended to all aspects of society. China National Petroleum Corporation (CNPC) is the first enterprise representative of our country to meet the baptism of the world market, and its achievements are worthy of recognition and praise. However, after entering the era of knowledge economy, the marketing of products not only depends on the traditional marketing means, but also combines the culture of the host country to create a brand with the cultural characteristics of the two countries, which can be widely accepted and recognized. Only then can the enterprise become bigger and stronger. And the marketing performance of PetroChina in Kazakhstan market, and this target is obviously far behind. This paper intends to summarize the cultural marketing theory by literature analysis, including induction, case study and so on, and summarize the existing research results in order to sum up the experience in the implementation of cultural marketing. Then, the SWOT model is used to systematically analyze the advantages and disadvantages, opportunities and challenges of PetroChina's current cultural marketing in Kazakhstan market, and select the most suitable combination strategy of cultural marketing in Kazakhstan. In view of the lack of cultural marketing in the current CNPC marketing work, this paper puts forward some practical improvement measures, and carries out the cultural marketing work from the perspective of product, brand, pricing, promotion, and so on. This paper attempts to construct a new marketing system suitable for the current world economic development situation and the objective operation law of the Kazakstan market, to further expand the marketing share of PetroChina in the Kazakhstan market and to expand its social influence. For other enterprises in China to take the development of the country to provide reference to help. As the current research results in the field of cultural marketing are still relatively few, there are still large gaps in this area. Therefore, the analysis of the cultural marketing strategy of PetroChina Kazakhstan has higher research value and practical significance in both theoretical research and practical application, at the same time, it has strong innovation and foresight at present. For PetroChina's development can play a role in promoting.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.22;F274

【参考文献】