DF公司海外處理解釋業(yè)務市場營銷策略研究
發(fā)布時間：2018-11-17 06:37
【摘要】：筆者在綜合前人研究成果和已有物探行業(yè)資料的基礎上,綜合運用了文獻研究法、對比分析法、綜合分析法等方法,立足全球物探行業(yè)處理解釋業(yè)務發(fā)展大背景,研究探討DF公司海外處理解釋業(yè)務在當下歷史時期,如何突破瓶頸,進一步提高其國際市場份額和行業(yè)競爭力,對公司下一步發(fā)展戰(zhàn)略決策的制定具有重要參考價值。 本文首先論述了市場營銷的基本概念和原理,隨后對DF公司海外處理解釋業(yè)務所處的宏觀環(huán)境、目標市場情況、目標客戶情況以及業(yè)務板塊情況進行了全面系統(tǒng)研究,其中著重分析了全球油氣市場和物探市場的主要特點及趨勢,中東、非洲、亞洲和美洲四大主要區(qū)域市場的處理解釋業(yè)務情況,國際石油公司、國家石油公司和中資油公司三類不同油公司的業(yè)務需求情況,陸上資料處理解釋業(yè)務、海洋資料處理解釋業(yè)務、油藏開發(fā)業(yè)務、多用戶業(yè)務和IT業(yè)務五大業(yè)務板塊現(xiàn)狀。接著結(jié)合DF公司海外處理解釋業(yè)務市場營銷的實際情況和現(xiàn)狀,通過所學的市場營銷知識對標分析得出我們在市場結(jié)構(gòu)和產(chǎn)業(yè)結(jié)構(gòu)等方面存在的諸多不合理因素,主要表現(xiàn)在由于高端人才的匱乏和技術(shù)創(chuàng)新能力的不足導致的市場來源單一、高端市場競爭力較小,成為制約我們進一步發(fā)展的兩大瓶頸�；诖藸�,筆者從目標市場、目標客戶和業(yè)務板塊三大方面對我們下一步市場發(fā)展的營銷策略進行了詳細設計和規(guī)劃,最終通過建立高效營銷團隊、分類制定不同的獎懲制度和對可預見風險的防范和預防來確保所制定的各類營銷策略得到有效實施和執(zhí)行。 通過分析,筆者認為人才和技術(shù)是制約我們發(fā)展的兩大瓶頸,加強人才培養(yǎng)力度,提高技術(shù)創(chuàng)新水平是我們今后工作的主要著力點。我們要緊跟CNPC海外發(fā)展步伐,穩(wěn)固和發(fā)展CNPC海外處理解釋業(yè)務市場,大力開拓非CNPC市場,努力擺脫單一的市場結(jié)構(gòu),增強抗風險能力；同時發(fā)展多種產(chǎn)業(yè)鏈,由原來單一的處理解釋業(yè)務向處理解釋油藏一體化方向發(fā)展,大力發(fā)展油藏業(yè)務、多用戶業(yè)務、IT業(yè)務等產(chǎn)業(yè),形成我們新的經(jīng)濟增長點,從而提高我們的市場占有率和行業(yè)競爭力。
[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.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.22
本文編號：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.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.22
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