跨国石油公司的中国润滑油市场营销策略研究

华中科技大学硕士学位论文跨国石油公司的中国润滑油市场营销策略研究姓名：刘罡申请学位级别：硕士专业：工商管理指导教师：杨超20041025IIIAbstractIn21stcentury,alongwiththeglobalization,competitionofoilandpetrochemicalmarketgoesinternationalized.Chineseoilindustrytightensitsconnectionwiththeinternationalmarketwhilstspeedsupthedevelopmentpace.Thehealthymacroenvironmentandhighmarketpotentialityattractsmainmultinationaloilcorporationstoinvest,develop,andoperateintheChinamarket.Hence,thecompetitionsamongthesecompaniesarenotonlyintheinternationalmarket,butalsoChineselocalmarket.Inthemeanwhile,state-ownedoilcompaniesfacethemostchallengingperiodintheirdevelopmenthistory.Theimpacttodomesticmarketfromimportedcrudeoilandoilproductscausedsignificantdecreaseoftheirprofit.Furthermore,localoilcompaniesarefacingstrongerimpactofChina’saccessiontotheWTO.EntryofmultinationaloilcompaniesintoChinamarketbringsenormouscompetitionpressuretolocalorganizations,aswellastheadvancedtechnologyandmanagementmodulesforthemtouse.BystudyingstrategyofmultinationalcorporationsinChinawouldstrengthenthelocalcompaniesinimprovingtheircompetitivenessinbothdomesticandinternationalmarket.ThispaperanalysestheevolutionandmacroenvironmentofworldandChineseoilmarket;investigatethecorecompetitivestrategiesofmainmultinationaloilcorporations,andexamineshowthesecompaniesformulatetheirChinamarketingstrategiesbydefiningtheirstrengthandweakness,andfindingthreatenandopportunities.Thisdissertationconductsanin-depthstudyonthestrategiesofmultinationaloilcompaniesthroughfourmajormarketingmodules,whicharemarketingsegmentationstrategy,marketingcompetitivestrategydevelopmentstrategy,andmarketingmixstrategy;andperceivespossibleadjustmentonthemarketingstrategiesofthesecorporationsafterChinajointheWTO.Thepurposeofthispaperistocombinethetheoriesandpracticestosuggestandillustraterelatedmodulesforstate-ownedoilcompaniestorationalizethedevelopingdirectionandmarketingstrategies,especiallytobereadyforfacingtheopportunitiesandchallengescausedbyChina’sentryintotheWTO.Keywords:MultinationaloilcorporationsLubricantMarketingstrategyMarketingmix111.1WTO19921.221.2.1(1)(2)(3)1.2.21.2.320022003ExxonMobilShellBP(TOTALFINAELF)-(CHEVRONTEXACO)(SINOPEC)(PETROCHINA)1-131-1[1]2002-2003millionUS$millionUS$2002200320022003182466.0222883.011460.021510.0179431.0211728.09419.012496.0178721.0232571.06845.010267.096944.9118441.45616.87950.6-92043.0112937.01132.07230.044503.255062.0445.91048.144864.447046.95400.46384.71.2.41.2.4.1200020038%305.3%300400[2]1%2%[3]2000200311.2%10%20032400450015%1.2%[4]41.2.4.27%20%10%30%1.2.4.3506070:(1)()(2)(3)APISESFSJ20032045%2025%366%44.4%60540010%201.3672::;;?;2.18::2.2::2.2.1:(1);(2);(3);(4);(5)2.2.292.2.3:(1):(2):”:;;:;;;2.3102.3.1;;:(1)(2)(3)(4)(5)2.3.2:(1);(2);(3);(4);(5):(1)11;(2);;;:(3):2.3.3:12(1);(2);(3);(4);(5)2.44P'S4P'S(MarketingMix)4P'S[5]2.4.12.4.1.1:(1);(2);(3);(4);(5)132.4.1.22.4.1.32.4.1.4:(1)(2)(3)(4)(5)2.4.1.52.4.1.614(1):(2):(3)(4)::;;(5):2.4.22.4.2.1;2.4.2.2(1).(2):(3):(1):15(2)2.4.2.3:(1):;(2):2.4.2.4:2.4.2.52.4.3:(1)16;(2);(3):;;(4):;;:(1):(2):::(3):172.4.44P:(1)::(2);;(3)(4)181933.13%10“”2098%3.2(3-1[6])3-1213.33.3.119929364032“”WTO“”1-26%44001810%223.3.2WTOShell3410204010333610040005003.3.3WTO2334.6418500WTO42007120015007200200560%6.28003.3.4242544.14.1.130040010%30%60%19951221GB5323-85CA199681GB485-84QB4.1.21992:4.1.2.13000500(2004458)43.1%264.1.2.219915.6%199215%40%20755009020%ExxonMobilESSOMobilShellBPExxonMobil5003ShellBP1071.3%CASTRLCALTEXTOTALELFFUCHS66.1%22.39%11.6%274.24.2.14.2.1.110%APISJSH7030%APISESF40--70APISE60%20-402850%294.2.1.2MobilShellMobilShell:ESSO/MobilShellBPCALTEX,CASTROL,TOTAL,FUCHS:[8]304.2.2:[9]4.2.2.15000200030001504.2.2.2314.2.2.3ShellESSO/MobilCALTEX4.2.2.432:(1)ESSO/MobilShell(2)ESSO/Mobil:()()4.3:4.3.1,33SISFSFSECDCFESSO/MobilShellCDCOMINSPERKINSCDCDCD[10]4.3.1.1ESSO/MobilShellESSO/Mobil[11]4.3.1.24.3.1.334ShellMobil1ESSO:Mobil1ShellESSOCALTEXMobilShellESSOCALTEXSJCF4/CG4ShellCALTEX4.3.1.4:35[12](1):VCDESSO/MobilCD36(2):ESSO/MobilShell(3):37MobilShell4.3.2Mobil4.3.2.1ShellELFTOTAL38MobilBPMobil[13]4.3.2.24-1ShellESSO/Mobil:4-1ESSOESS02T/ESS04T4-1:394-1ESSO/Mobil(/)ESSO/Mobil10110.20210.30310.50411.40512ESSOESS02T/ESSO4T40%30%4.3.2.340:(1)(2)(3)4.3.34.3.3.1::41[14]:4.3.3.2(1):42ESSO/MobilESSO/MobilCALTEXJOMO(2)()434.3.4:4:4“”[15]:4.3.4.1(1):ShellMobilESSOCALTEXJOMO20037:50--8:00ESSO/MobilCALTEX44ShellESSOShellESSO[16]4.3.4.2[17]4.3.4.3[18]:(1)()45(2)Shell:200431330:A111213B1T25100CD/VCD/300//(3)46ESSO/MobilShellESSO/Mobil“”/[19]4.3.5:(1)1994MobilExxonMobil(2)47ShellCASTROLMobilMobil1(1)MobilMobil[20](3)ESSO/MobilShell(4)ESSO/Mobil500Mobil548WTO:(1)(2)(3)WTO199849()?5051[1]GlobeTop500.FORTUNE.2004(13):73-80[2]...2004(1):20-21[3]...2004.8.30[4]..2004[5],,..,2000[6]...2003(8)[7]...2004(4):2-3[8]...2003(8)[9]..,2003[10]...2004(3)[11]...2003(12):16-18[12]...2003.11.24[13]JaggerS.SharpingthefutureoflubricantsandbaseoilsinEASTAsia.LubricantsWorld.2004(4)[14]...1998[15],...2000[16]..,2001[17],.:.,2004[18],,..,2001[19]...2004(1):15-16[20]..2001(1)[21]..,2001[22]...2003(3):46-50[23]Phil