Research On Optimization Of CNOOC GJ's International Marketing Strategy

At present,under the background of continued falling international oil price,with the continuous development and transformation of China’s market economy,how to realize self-development in the existing world oil competition pattern at the same time of increasing demand for traditional oil energy needs to take the initiative to change itself and adapt to market development.At present,with the gradual development of China’s oil and gas field technology service industry,under the strategic implementation environment of " the Belt and Road " and " going global",the " Three Barrels of Oil" has been initially carried out in the international market layout.CNOOC GJ company belongs to CNOOC Energy Technology Services Limited,which is the second-level unit of under CNOOC,and mainly engages in oil and gas exploration and development and professional technical services.The international oil and gas service market has been initially moved towards after years of technical innovation and business development,and have achieved certain results.However,due to GJ company’s lack of overseas marketing experience,more international competitors and lots of other factors,but also to GJ company’s international marketing business caused a greater threat.This paper analyzes the external marketing environment and internal marketing environment of CNOOC GJ company by using the international marketing theory and 4P theory of marketing mix,PEST analysis,SWOT analysis,Michael Porter’s Five Forces Model and other tools,then studies and analyzes the current international marketing situation and existing practical problems of GJ company from four aspects of product,price,place and promotion.In addition,the 4p marketing method is also used to optimize the company’s international market product marketing strategy to " market and technology research and development is given priority to,consolidate the existing market is complementary".The pricing strategy is based on the cycle of the technical service.The place strategy is based on medium and long-term construction of overseas marketing platform and short-term horizontal cooperation.The promotion strategy includes advertising,exhibition,industry magazines and other precision marketing.In addition,we also need to strengthen the market service and improve the quality of service,and constantly expand the awareness of market brand.In order to ensure the effective implementation of CNOOC GJ company’s international marketing optimization strategy,through establishing international marketing awareness, optimizing the management of international organizations,improving the personnel and assessment mechanism,building enterprise marketing culture and information security platform and other security measures,in order to achieve the smooth implementation of the company’s marketing strategy.The conclusions of this paper not only can provide effective strategic design and implementation guarantee for GJ company’s international marketing,but also can enrich the relevant theoretical research,and play a certain guiding and reference role for GJ company to actively participate in international market competition and stimulate the potential at the same time,also can play a certain role for the international competition of domestic oilfield service enterprises.