本文選題：中國石油天然氣股份有限公司 + 哈薩克斯坦市場�。� 參考：《廣西大學(xué)》2015年碩士論文

【摘要】：世界經(jīng)濟全球一體化趨勢的日漸增強,使得中國企業(yè)在開展海外業(yè)務(wù)過程中所面臨的風(fēng)險與挑戰(zhàn)也隨之增加。以中國石油天然氣股份有限公司(以下簡稱“中石油’’)為例,在海外市場中涵蓋了與石油、天然氣有關(guān)的各項業(yè)務(wù),其產(chǎn)業(yè)鏈的觸角已經(jīng)延伸到了社會的方方面面。中石油作為我國率先走出國門、迎接世界市場洗禮的企業(yè)代表,其所取得的成果值得肯定與贊揚。然而,步入知識經(jīng)濟時代后,產(chǎn)品的營銷不僅僅依賴傳統(tǒng)的營銷手段,更多的是結(jié)合東道國文化,創(chuàng)造出具有兩國文化特色、能夠被廣泛接受及認可的品牌,才能促使企業(yè)進一步做大、做強。而中石油在哈薩克斯坦市場的營銷表現(xiàn),顯然與此目標(biāo)差距甚遠。本文擬采用文獻分析法、總結(jié)歸納法、案例研究法等多種研究方法對文化營銷理論進行概述,并梳理當(dāng)前既有研究成果內(nèi)容,以總結(jié)實施文化營銷的經(jīng)驗。隨后,采用SWOT模型對中石油當(dāng)前在哈薩克斯坦市場開展文化營銷的優(yōu)勢與劣勢、機會與挑戰(zhàn)做出系統(tǒng)性分析,并從SO、WO、ST、WT戰(zhàn)略中選取最適合哈薩克斯坦市場文化營銷的組合策略。針對當(dāng)前中石油市場營銷工作中文化營銷缺失問題,本文針對性的提出了具有實踐性的改進措施,并且從產(chǎn)品、品牌、定價、促銷等視角開展文化營銷工作,試圖構(gòu)建出適合當(dāng)前世界經(jīng)濟發(fā)展形勢及哈薩克斯坦市場客觀運行規(guī)律的全新營銷體系,進一步拓展中石油在哈薩克斯坦市場的營銷份額并擴大其社會影響力,為我國其他企業(yè)邁出國門發(fā)展提供借鑒幫助。由于當(dāng)前關(guān)于文化營銷領(lǐng)域的研究成果仍然較少,此方面仍然存在著較大的空白之處,因而本文針對中石油哈薩克斯坦文化營銷策略所展開的分析無論是在理論研究上還是實踐應(yīng)用上均具有較高的研究價值及現(xiàn)實意義,同時在當(dāng)前具有較強的創(chuàng)新性及前瞻性,對于中石油發(fā)展能夠起到一定的推動作用。
[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.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.22;F274

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本文編號：2052509