中国的石油机械行业自从新中国成立以来，便在孕育而生，并伴随着社 会主义经济的发展走过了六十多年的历史。如今，中国特色的社会主义市场 经济体系已初步建立健全，世界经济一体化进程不断深入，中国石油机械行 业的管理者正努力在寻求如果在激烈的市场竞争中赢得生存与发展，在世界 石油机械市场中占有一席之地。石油机械生产企业如何发挥自身优势和特点 找到适合自己的竞争平台，是企业生存发展的关键，本文从市场营销的角度 出发对TH石油集团营销策略展开研究，提出策略调整的建议，旨在增强TH 石油集团的营销竞争能力。 本文主要以市场营销学理论为指导，运用市场营销学的基本原理和研究 方法，对石油钻采行业的特征，以及当前的国内外市场现状进行深入分析， 对TH石油集团的企业内部外部环境进行了研究，分析企业产品策略、价格 策略、渠道策略和促销策略等方面的现状，和在市场营销工作中所遇到的具 体问题，提出了具有TH石油集团特色的营销策略调整建议，力求让新的营 销策略具有针对性和实用性，最终通过营销策略的改进来提升TH石油集团 的营销管理水平和企业的综合竞争力。实际情况告诉我们，石油机械行业市 场既存在着激烈竞争又存在着营销机遇，石油机械生产企业既面临生存压力， 又充满发展潜力。笔者在充分考察分析了TH石油集团现有营销策略的同时， 在深入分析问题形成原因的基础上，提出了TH石油集团营销策略的具体调 整建议，并说明了调整策略的措施和原则，从而使TH石油集团的营销工作 更科学和符合实际情况，进而帮助于企业的更好发展。同时也希望本文能够 对中国石油机械行业的发展起到借鉴的意义。 关键词：STP分析；营销环境；4P策略 哈尔滨工业大学工商管理硕士学位论文 -II- Abstract China'spetroleummachineryindustryhasbeenestablishedsincethe foundingofnewChina.Ithasbeenbornandhasgonethroughmorethan60 yearsofhistoryalongwiththedevelopmentofsocialisteconomy.Today,the socialistmarketeconomicsystemwithChinesecharacteristicshasbeeninitially establishedandimproved.Theprocessofworldeconomicintegrationis deepening.ManagersofChina'spetroleummachineryindustryarestrivingto surviveanddevelopinthefiercemarketcompetition，ithasaplaceintheworld's petroleummachinerymarket.Howtomakefulluseoftheiradvantagesand characteristicstofindsuitableplatformsforpetroleummachinerymanufacturers isthekeytothesurvivalanddevelopmentofenterprises.Fromtheperspectiveof marketing,thispaperstudiesthemarketingstrategyofTHPetroleumGroup.The strategicadjustmentproposalisproposedtoenhancethemarketing competitivenessofTHPetroleumGroup. Thispaperisguidedbythetheoryofmarketing,andapplyingthebasic principlesandresearchmethodsofmarketing.Thecharacteristicsoftheoil drillingindustryandthecurrentmarketsituationathomeandabroadare analyzedindepth.TheinternalandexternalenvironmentofTHPetroleumGroup hasbeenstudied.Analysisofenterpriseproductstrategy,pricestrategy,channel strategyandpromotionstrategyandsoon,andthespecificproblemsencountered inmarketingwork.Putforwardtheadjustmentstrategyofmarketingstrategy withTHoilgroupcharacteristics.Strivetomakethenewmarketingstrategy targetedandpractical.Finally,throughtheimprovementofmarketingstrategy, themarketingmanagementlevelofTHPetroleumGroupandthecomprehensive competitivenessoftheenterprisewillbeimproved.Theactualsituationtellsus thattherearebothfiercecompetitionandmarketingopportunitiesinthe petroleummachineryindustrymarket.Petroleummachinerymanufacturing enterprisesarefacingbothsurvivalpressureanddevelopmentpotential.Onthe basisofthoroughinvestigationandanalysisoftheexistingmarketingstrategies ofTHPetroleumGroup,theauthoranalyzesthecausesoftheproblems.This paperputsforwardtheconcreteadjustmentsuggestionsofTHpetroleumgroup's 哈尔滨工业大学工商管理硕士学位论文 -III- marketingstrategy,andexplainsthemeasuresandprinciplesoftheadjustment strategy.SothatthemarketingworkofTHPetroleumGroupismorescientific andpractical.Andhelpenterprisesdevelopbetter.Atthesametime,Ihopethis papercanplayareferentialroleinthedevelopmentofChina'spetroleum machineryindustry. Keywords:STPanalysis,marketenvironment,4Pstrategy 哈尔滨工业大学工商管理硕士学位论文 -IV- 目录 摘要...............................................................................................................................I Abstract..........................................................................................................................II 第1章绪论...................................................................................................................1 1.1论文选题的研究背景和意义............................................................................1 1.1.1研究背景.......................................................................................................1 1.1.2研究目的.......................................................................................................1 1.1.3研究意义.......................................................................................................2 1.2石油钻具行业发展现状....................................................................................2 1.3市场营销理论研究现状....................................................................................3 1.4本文研究内容及研究思路................................................................................5 1.4.1本文研究内容..............................................................................................5 1.4.2本文研究思路..............................................................................................6 第2章TH石油集团内外部营销环境分析..............................................................8 2.1TH石油集团基本情况......................................................................................8 2.1.1公司总体情况..............................................................................................8 2.1.2公司主营业务..............................................................................................9 2.1.3公司组织架构............................................................................................10 2.2TH石油集团外部环境分析............................................................................11 2.2.1宏观环境分析............................................................................................11 2.2.2行业环境分析............................................................................................14 2.2.3竞争对手分析............................................................................................16 2.3TH石油集团内部环境分析............................................................................17 2.3.1企业资源情况............................................................................................17 2.3.2企业运营情况分析....................................................................................20 2.3.3企业销售情况分析....................................................................................21 2.4本章小结............................................................................................................23 第3章TH石油集团市场营销策略现状及STP分析.........................................24 3.1TH石油集团市场营销策略现状...................................................................24 3.1.1产品策略现状............................................................................................24 3.1.2价格策略现状............................................................................................25 哈尔滨工业大学工商管理硕士学位论文 -V- 3.1.3渠道策略现状............................................................................................28 3.1.4促销策略现状............................................................................................29 3.2TH石油集团STP分析...................................................................................31 3.2.1市场细分.....................................................................................................31 3.2.2目标市场.....................................................................................................32 3.2.3市场定位.....................................................................................................34 3.3本章小结.....................................................................................................