摘要
随着我国油气工业的发展和科技进步，对石油管材的质量和性能提出了更高要求，
高品质、特殊用途、定制化产品将成为未来发展的方向。对于石油管材企业来讲，传统
销售标准产品的营销模式，已经远远不能满足新产品的营销需要，解决这一问题，必须
有效的将技术、产品和服务有机结合起来，实现制造企业与用户的无缝对接，成功解决
新产品的推广销售问题。这一营销模式，目前已在 IT、钢铁等行业得到广泛应用。

本论文应用新产品营销的相关理论，对 BSG 石油管材公司研发、生产、销售及新产
品推广过程进行了大量的实际研究，针对该公司新产品推广销售过程中存在的问题，即：
客户对新产品的认知、接受，试用和采购有较为缓慢的过程，特别是在油田钻采和长输
管道建设中，由于使用新产品的风险较高，例如套管断裂、或长输管道破裂将造成巨大
的经济损失，或发生重大安全事故，因此即使新产品通过了权威部门的鉴定、检测，证
明完全符合要求，且有较好的经济社会效益，用户出于谨慎考虑，一般也不愿意接受新
产品。对于对此类问题，本论文将新产品营销模式引入新产品销售中，为企业设计一种
新的营销模式，由技术人员代替销售人员走向用户，通过与用户进行技术交流，对比试
验，检测分析，下井试用，提供全程的技术服务指导，并通过举办行业技术研讨会、高
层次技术交流，请用户走进企业，走进实验室等方式，打消用户疑虑，接受产品。并配
套使用首台套保险补贴，国家鼓励新产品应用的优惠政策，使用户获得实惠，获得效益，
并通过全程跟踪服务，为客户提供全方位的技术服务，从而实现产品销售。

本论文还站在企业管理的高度，在企业管理体制机制层面，建立起开展新产品营销
的组织机构，人员配备流动机制，运行机制流程和考核机制，统筹协调企业内部研发、
技术、生产、销售、售后等部门协同联动，使新产品营销活动实现常态化、规范化和流
程化运行。

关键词：石油管 新产品 营销 营销管理
论文类型：应用研究III
Subject ：Research on new product marketing management of
BSG petroleum pipe company
Speciality： Business Administration
Name ： Yang Xiaojun (signature)
Instructor：Ma Xingtian (signature )
ABSTRACT
With the development of China&39;s oil and gas industry and the progress of science and
technology, the quality and performance of petroleum pipe are put forward higher
requirements. For oil pipe enterprises, traditional sales standard product marketing mode, can
not meet the needs of new product marketing, to solve this problem, we must effectively
integrate technology, products and services combine to achieve seamless manufacturing
enterprises and users, successfully solve the problem to promote sales of new products. This
marketing model, has been widely used in IT, steel and other industries.
The application of theory of new product marketing, the BSG oil pipe company research
and development, production and sales of new products and to promote the process of the
actual study, according to the company&39;s new product promotion in the marketing process,
namely: customer awareness of new products, acceptance, trial and purchase more slowly,
especially in oil drilling and pipeline construction, due to the high risk of the use of new
products, such as casing failure, or pipeline rupture will cause huge economic losses, or the
occurrence of major accidents, so even if the new products through the identification and
detection of the authority of the Department, that fully meet the requirements, and good
economic and social benefits, the user for careful consideration, the general is not willing to
accept new products. For this problem, this paper will introduce the new product marketing
model of new product sales, design a new marketing model for the enterprise, by the technical
staff to replace the sales staff to the users, through technical exchanges, and user tests,
detection and analysis, well try to provide technical services throughout the guide, and by
organizing industry technical seminars, high-level technical exchanges, please users into the
enterprise, into the laboratory, dispel doubts about the user acceptance of the product. And
supporting the use of the first sets of insurance subsidies, the State encourages the application
of new products preferential policies, users can get the benefits, benefits, and through the
tracking service, provide a full range of technical services for customers, in order to achieve
product sales.
This paper also stand in the height of the business management, in the enterpriseIV
management system level, establish the organization to carry out new product marketing,
personnel flow mechanism, operation mechanism and process assessment mechanism,
cooperative coordination within the enterprise development, technology, production, sales,
customer service and other departments, so that the new product marketing activities to
achieve normal the standardized and standardized operation.
Keywords: Petroleum pipe New products Marketing Marketing management
Thesis: application researchV
目录
第一章 绪 论.1
1.1 研究背景和意义 ......1
1.2 国内外研究现状 ......2
1.3 研究方法与内容 ......4
1.4 技术路线和创新点 ..5
第二章 研究的理论依据.........7
2.1 营销的相关概念 .......7
2.2 营销的相关理论 ......8
2.3 新产品营销的相关理论 ....10
第三章 BSG 管材公司营销现状与问题分析13
3.1 BSG 管材公司简介 13
3.2 BSG 管材公司新产品营销现状 ....13
3.3 BSG 管材公司新产品营销问题与原因分析 ........16
第四章 BSG 管材公司新产品营销组织设计 ..........23
4.1 组织机构建设 ........23
4.2 人员配备流动机制建设 ....26
4.3 运行机制流程建设 29
4.4 考核激励机制建设 34
第五章 BSG 管材公司新产品营销方案设计 ..........37
5.1 以市场为导向进行新产品研发 ....37
5.1.1 新产品研发方向的选择 .37
5.1.2 新产品研发信息的收集 .38
5.1.3 新产品研发信息的分析——设计信息情报系统 .........38
5.1.4 新产品研发信息的管理使用 .....39
5.2 以技术为引领的新产品推广方案 40
5.2.1 产品技术标准制修订策略 ..........