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摘 要
随着全球石油钻采设备需求的日益增加，产品资源的整合与调配则成为当前
的重要课题。此时，贸易公司的资源优势将得以发挥。然而优秀的营销模式，对
指导一个企业发展至关重要，但新的营销模式的探讨，必须是科学的、合理的，
并且能适应激烈的市场竞争需求、满足公司长期发展要求的。因此石油钻采类贸
易公司营销模式的研究更显得尤为重要。
文章首先对文章的选题背景、意义以及营销模式的国内外研究现状进行了简
单介绍；对营销模式相关理论如经典市场营销理论、营销模式的内容以及发展阶
段与 SWOT 方法进行了系统梳理；然后对 QT 贸易公司基本情况包括业务经营范
围及组织结构、面临的宏观环境与行业环境、QT 公司营销模式的现状进行了介绍，
并总结了公司目前营销模式的特点。接下来针对问题进行了系统分析，特别是利
用 SWOT 分析法对 QT 贸易公司目前存在的优势与机会、面临的劣势与威胁进行
了全面阐述；依据分析，以时效性、可实施性、可持续性与自我创新型原则，本
着“发扬优势，降低劣势，把握机会，避开威胁”的宗旨对改进内容、依据及原则进
行了探讨，提出营销模式改进的相应对策建议及新模式下的具体实施措施，最终
达到降低劣势、避开威胁、实现 QT 贸易公司健康、高效、可持续发展的目的。
本文开展的 QT 贸易公司营销模式的改进研究是基于 SWOT 分析基础上的，
具有系统性、全面性的特点，可以有效指导 QT 贸易公司营销模式的不断完善。另
外，由于行业间的业务相似性，本文开展的 QT 贸易公司营销模式改进研究对同行
业企业的营销模式改进也具有一定的理论与实践借鉴意义。
关键词：营销模式改进，石油钻采，SWOT 分析方法

ABSTRACT
With the rapid development of the world’s petroleum exploitation equipment,
conformity and preparation of the manufacturing resource becomes an important task
currently. So, it is a wonderful opportunity for commerce companies to bring its
resource advantages into play. While, a good sale mode must be most important for a
company to develop in the future. For any company, a new sale mode must be right and
reasonable first, then fit the fierce market competition and satisfy the demand of the
long-term development. So, it is an absolutely important issue to research the sale mode
of petroleum exploitation companies.
At first, the article introduces the research background, research purport and
domestic /overseas status of sale mode. In the following part, sale mode theories and
SWOT are introduced. In the third part, the basic situation including operation range,
organize structure, sale mode status of QT company are briefly explained. And then
SWOT is used to totally analyse the advantages, disadvantages, opportunities and
threats that QT company faces now. Based on the result of SWOT analyse to advantages,
disadvantages, opportunities and threats, according to “developing advantages and
opportunities, avoiding disadvantages and threats”, the part of optimizing &advice
develops a research to avoid the disadvantages and threats, realizes a continuable
development. The detailed implements researches a sale mode optimized development
of QT company.
The sale mode optimized development of QT company that the article researches is
based on the SWOT theory. It is general and systemic, can guide the QT company to
perfect its sale mode perpetually. And besides, there exists comparability among
companies in the same industry. The research that the article develops can also provide
some referenced advices to optimize the sale mode among other companies.
Keywords：sale mode optimization, petroleum exploitation, SWOT