摘要
I
炼化设计企业的市场开发策略研究
摘要
我国国民经济发展迅速，能源需求不断增大，特别是石油产品供应日益
紧张，先后多个炼化企业进行了扩能扩产，并有一批炼化产能项目计划新
建。随着产业布局不合理、环境污染等问题逐渐暴露，国家出台了一系列产
业布局、安全环保、节能减排等相关政策性的法律法规及指导意见，引导炼
化行业发展。作为炼化项目建设的主要参与者，炼化设计企业在市场开发方
面需要进行相应的营销策略调整。另外，在炼化产业格局建设完成后，将少
有新上炼化装置需要建设，只会有部分技修技改项目和小型建设项目，炼化
设计行业将不会有更多的新建装置设计任务，炼化设计企业的市场竞争日趋
激烈

本文从炼化设计企业市场开发角度，利用 PEST、波特五力模型和
SWOT 等分析方法对炼化设计企业的外部和内部环境进行分析，运用 4Ps 营
销组合策略对企业在产品、价格、渠道和促销方式上应采取的市场开发策略
进行了重点描述。论文的核心部分在第四至六章节，主要内容是对炼化设计
企业和具有典型代表意义的案例企业 CE 公司进行详细分析，以确定市场开
发策略。在第四章，主要从政治法律环境（P）、经济环境（E）、社会环境
（S）、技术环境（T）四个方面，分析炼化设计行业的外部宏观环境；运用
波特五力模型，从新进入者威胁等五个方面进行炼化设计行业竞争环境分
析。在第五章，以 CE 公司为例，运用 SWOT 分析法详细分析了 CE 公司的
内部竞争优势和劣势，以及外部机会和威胁，并以此绘制矩阵分析表，分析
确定 CE 公司在现阶段适合选择增长型战略。在第六章，运用 4Ps 营销组合
策略确定市场开发策略，即继续巩固原有市场，并在新市场区域有突破，提
高各个区域炼化设计市场的竞争力，在上下游跨界装置和关联装置上实现市
场份额增长，依托技术优势开拓煤化工装置设计市场，在保证国内市场份额摘要
II
的前提下扩大海外市场份额，同时以设计为主业扩大工程总承包业务，本章
主要阐述了市场开发策略的目标制定、主要策略以及实施保障

希望通过本文对炼化设计市场的研究，能够对各炼化设计企业和计划进
入炼化设计行业的企业起到积极的作用

关键词 炼化设计 市场开发 策略研究ABSTRACT
III
MARKETING STRATEGY RESEARCH OF THE DESIGN
INSTITUTE IN OIL REFINING AND CHEMICAL INDUSTRY
ABSTRACT
With the rapid development of China&39;s economy, energy demand is
increasing, the supply of petroleum products is increasingly tight, there are a
number of Oil refining and chemical enterprises to expand the production
capacity and a group of petrochemical production capacity of the new plan. With
the gradually exposure of unreasonable industrial layout and environmental
pollution problems, the state launched a series of relevant policies laws and
regulations and guidance on industrial layout, safety and environmental
protection, energy saving and emission reduction to guide the development of oil
refining and chemical industry. As the main participants of refinery project
construction, design institute in oil refining and chemical industry needs to adjust
the marketing strategy in the development of the market. In addition, after the
completion of the refining Industry structure of construction, there will be a small
number of new refinery need to build and only some technical repair projects and
small construction projects, the design institute in Oil refining and chemical
industry will face increasingly fierce market competition.
This article analyzes the external and internal environment of the design
institute in Oil refining and chemical industry from the perspective of market
development, using analysis method of PEST, Michael Porter&39;s Five Forces
Model and SWOT. The 4Ps marketing mix model is used to explain the marketing
strategy .The core of the article is in the fourth to sixth chapters, the main content
is to give a detailed analysis from the design institute in Oil refining and chemical
industry and the typical representative enterprise CE company case to determine
the market development strategy. In the fourth chapter, the article analyzes the
external macro environment of the design institute in Oil refining and chemical
industry mainly from four aspects, the political legal environment (P), the
economic environment (E), the social environment (S) and the technical
environment (T) Model; and by virtue of Michael Porter&39;s Five Forces Model to
make the competition environment analysis for the design institute in Oil refiningABSTRACT
IV
and chemical industry from the new entrants threats in five aspects. In the fifth
chapter, taking CE company as an example, SWOT analysis method is used to
analyze the internal competitive advantage and disadvantage of CE company, as
well as external opportunities and threats, and draw the matrix analysis table to
analyze and determine CE&39;s suitable choice for the growth strategy, and to
determine the CE of the company&39;s strategic positioning. In the sixth chapter,
using 4Ps marketing strategy to enterprises in product, price, channel and
promotion, that is to continue to consolidate the original market and a
breakthrough in the new market area to improve the competitiveness of the
regional refining design market, and in the crossover of upstream and
downstream of the device, and associated device to achieve market share growth,
relying on technology advantage to develop coal chemical equipment design
market, on the premise of guarantee the domestic market to expand overseas
market share, at the same time in order to design for the main business to expand
project general contracting business. In the sixth chapter, it mainly elaborates the
formulation, main strategy and implementation of the market development
strategy.
Hope that through this article on the refining design market research, it
could play a positive role to the refining and design enterprises and planning into
the refining design industry enterprises.
Kaikai Yao (MBA)
Supervised by Ling Wang
Keywords Refining Design ; Marketing ; Strategy Research目录
V
目录
第一章 绪论.........1
1.1 研究背景及问题的提出......1
1.2 研究意义 .....3
1.3 研究方法与思路 .....5
1.4 研究创新 .....6
第二章 相关理论综述 .....7
2.1 相关概念界定 .........7
2.2 相关研究理论 .........8
2.3 国内研究理论综述 .9
2.4 国外研究理论综述 ...........14
第三章 CE 公司简介 .....17
3.1 CE 公司基本情况 .17
3.2 CE 公司管理组织架构 .....18
3.3 CE 公司市场开发现状 .....19
第四章 CE 公司外部环境分析..21
4.1 宏观环境分析 ......21
4.2 市场环境分析 ......27
4.3 竞争环境分析 ......35
第五章 CE 公司市场开发 SWOT 分析与战略路径.....41
5.1 CE 公司竞争优势 .41
5.2 CE 公司竞争劣势 .45
5.3 CE 公司面临机会 .48
5.4 CE 公司面临威胁 .54
5.5 CE 公司战略路径选择 .....58
第六章 市场开发策略的制定与实施....60
6.1 市场开发策略目标的制定60
6.2 市场开发 4Ps 营销组合策略 ........
。。。以上简介无排版格式，详细内容请下载查看