A Oil And Gas Field Applications Marketing Strategy Research

A company is the largest plate heat exchanger and centrifuge supplier in the world. A entered China in 1984 and its products serve in many industry such as marine, environment, air conditioning, refrigeration, food process, pharmacy, vegetable oil, power, oil & gas, chemistry etc.A company didn't arrange special salesperson to develop oil & gas industry before 2004. But in recent years, three huge oil & gas groups of China have increased their exploration and development especially CNOOC and CNPC because of rising crude oil price on international market, which brought business chance for A company. To develop the business of oil & gas industry better, A company set up special position and hand for oil & gas industry in early 2004, so it is time for the salesperson to work out a suitable sales strategy, based on knowing about market, customers and opponents, for his(her) future job. Facing the situation, the writer decided to work out The Strategy of Developing Oil & Gas Industry for A Company as his(her) MBA thesis subject. So, the paper is meaningful for his(her) actual job.The main content of the thesis are as following. Chapter Ⅰ, A company's history; the reason entering into China oil & gas industry; China oil & gas business review; Chapter Ⅱ, demands forecast of China oil & gas business; Chapter Ⅲ, competition analysis; Chapter Ⅳ, to realize the value---customer's purchase decision analysis; Chapter Ⅴ, to create the value---forming core competition ability; Chapter Ⅵ, to transmit the value---sales strategy research; Chapter Ⅶ, thinking about and try to answer the question: what is the key to get competition advantage; Chapter Ⅷ, conclusions and advice.Both quality method and quantity method were used. Quantity method was used to forecast market demand; SWOT analysis and IFAS&EFAS were used in static competition analysis; and value chain analysis was used in dynamic competition analysis.The conclusion of this text is that the key customer of A company regard quality, price and service as high value; Accordingly, A company should create value by providing more competitive solution, strategic cost management, customer centered service; As to sales tactic, relationship sales and developing agent dual method is a good way; Asking for good relationship with key customers and seeking continuable development in a long term.