Changqing Petroleum Exploration Bureau, The Business Strategy Research

Changqing Petroleum Prospecting Bureau (hereinafter refers to"CPEB") headquarters is located in Xi'an city, Shaanxi province, and the task area distributes in the Erdos Basin with the exploration area about70,000 square kilometers, stretching across Shaanxi, Gansu, Ningxia, Inner Mongolia, Shanxi five Provinces. CPEB Subordinates to the Chinese Petroleum Natural Gas Group Company ((hereinafter refers to"CNPC"), and it is one of the 12 topicality oil-gas field enterprises of Chinese Petroleum Natural Gas Group Company.In October, 1999, after performing interior reorganization, CNPC established the Chinese Petroleum Natural Gas Limited liability company (listed as"Petro China"in the security market) on the base of concentrating fine properties and oil gas business, and in March, 2000 going on the stock market overseas. Under this background, after the reorganization and property combination, CPEB organized the oil field subsidiary company. Main businesses are refinery and sale; and CPEB's main businesses cover the petroleum natural gas project technical service, the production service, the life service, the social service, etc. primarily subordinated to Chinese Petroleum Natural Gas Group Company (CNPC).Since the reorganization and separate operation, CPEB's management system, main business and the external environment had changed fundamentally. With the gradually opening of the stock company market, some CPEB's superiority had lost under the original planned economy and the connection transaction condition. At present, the most important question to be saluted for CPEB urgently is to adapt the changed environment as soon as possible, and face the market, improve the management strategy to enhance the enterprise's core competitive power.This paper attempts to analyze CPEB's internal and external environment, the company's current conditions and difficulties integrating CNPC's overall requirements and the enterprise's strategic target of development under the Eleventh Five-Year Plan, that is, at the end of such plan, CPEB should be constructed into the first-class prospecting bureau in the domestic market, and a leading one in the Great Western Area characterized by the project technical service primarily, various kinds of service inter-working development, harmoniously progressed altogether with the related stakeholders, and strong market competition ability, thus a comprehensive area service company. On the basis of the above-mentioned analysis, the author emphases on the development strategy, industrial localization, personnel management and the corporate culture, and elaborates the strategic implementation and control process. Finally the author proposes an implementation action plan based on CPEB's strategy.