专 业:工商管理

学员姓名:王鹏
学员签名:

导师姓名:肖国强
导师签名:

摘要

石油天然气是当今世界最重要的经济支柱,是国民生产中不可或缺的重要资源。中

国是石油消费大国,未来10年,国民生产总值要维持7-8%的增长,资源供给将会面临

很大的挑战,作为“找油先锋“的DF公司重担在肩。随着世界经济持续回暖,由于油气

刚性的需求,原油价格走高的空间仍然很大,对整个油气市场起到了支撑作用,对油气

服务市场也是利好的消息。石油天然气行业涵盖一条庞大的产业链,在这条产业链上,

每一个细分市场都蕴藏着巨大的潜力,这无疑为DF公司稳固主力战场、拓展新业务空

间、提升综合实力提供了极佳的机会。

石油天然气行业专业跨度较大,勘探发现油气后至开发生产间存在一段”空窗期’’,

导致油气釆出的时间拉长、投资回报变缓。在当今国际社会政局动荡、经济不稳的情况

下,快速收回投资、降低战乱等带来的风险、加大资金利用率并盈利是多数资源国或公

司的迫切希望。通过宏观环境、客户购买行为以及公司SWOT等市场现状分析,结合

顾客需求,DF公司研发出一体化开发方案设计(IDP)服务产品,旨在缩短油气发现

后形成产能的周期,协助资源国或公司提前回收投资并盈利。IDP营销策略在设计过程

中,紧紧把握服务市场的特点,以市场营销理论和公司发展战略为依据,采用消费者市

场为导向的4Cs营销组合,为油田客户设计不同目标的一体化解决方案,提供及时、灵

活的In-site便利服务,同时打造020电子商务平台,加强与客户的无缝联系与沟通。

按照现实、可行的原则编制了博弈计划,制定了相应的补救措施,最后提出了后期高效

管理、专业培训等补充、完善建议。

通过实施,IDP服务市场营销必将为DF公司在新业务拓展、企业转型等方面积累

经验,满足公司拓展业务范围、改善产业结构、提高综合实力、增强国际影响力的需要,

在市场竞争中抢得先机,为公司持续性发展奠定坚实的基础。

【关键词】服务产品市场营销方案

【研究类型】应用研究

胸%

Title: Marketing Plan Design of Integrated Development Plan

Service, DF Co.

Specialty: Business Administration

Oil and gas, a significant energy in each country, play an important role in

world economic development. China, as one of the biggest developing country

throughout the world, needs more energy and faces huge challenge for 7-8%

progress of GDP the next 10 years. It is a heavy task for DF Co. working as oil

&gas exploration in China. Anyway, with the development of the world

economic and hard need of oil and gas, the price of crude oil and natural gas

will keep a high level and drive the oil and gas market smooth running. On the

other hand, it is a potential market for technical service of oil and gas. Industry

of oil and gas is a long trade chain. Each marketing segment in this chain

contains a great benefit. All those support a very nice chance for DF Co. to

fasten the exploration marketing, extend the new service in mid-stream and

enhance the comprehensive strength.

Oil and gas industry includes the up-stream, mid-stream and down-stream

business with different professional fields. Usually, there is a project blank

between oil& gas exploration and filed development. This time gap from six

months to 3 years leads to long production cycle and mercantile rate of return.

But now, under the complex condition of policy unrest and economic trouble,

most of source countries and companies eager to shorten the payback date,

increase capital efficiency, decrease the risk of war and earn more money.

Through the analysis of macro environment, custom purchase feature and

SWOT, DF Co. researched a new service product, Integrated Development Plan

(abbrev. IDP), to meet the custom needs and cooperate the custom to shorten the

Name: Wang Peng

Tutor: Xiao Guoqiang

oil & gas development period, fasten pay-off date and so on. To spread the IDP