Research On FCC Catalyst Of Petrochina Overseas Marketing Strategy

Petroleum refining industry is an important pillar industry of national economy. Asone of secondary refining methods, fluid catalytic cracking (FCC) process plays avery important role in refining process. The FCC catalyst, the core technology,belongs to knowledge-intensive industry. The research and development of FCCcatalyst is monopolistic competition. After years of technical innovation anddevelopment, the performances of PetroChina’s “KunLun” FCC catalyst haveimproved gradually, and have begun to enter the international market. To makePetroChina “Kunlun” catalysts succeed in the process of globalization, we carry outthe study of overseas marketing for PetroChina FCC catalysts. Through the analysisof the market competition environment of our FCC catalysts, we have clarified thatwe are facing a fierce industrial competition with few competitors and substitutes in abuyer’s market (Where buyers have stronger negotiation power). In some of theforeign countries, the competition is less fierce than it is domestic. This shall provideus with a good opportunity to develop the oversea market. During the extension ofoverseas markets, we use SWOT to analyze the advantages and disadvantages, theexternal environment opportunity and threat of our company,and determined that weshould take the plan of using SO strategy as main method, SW and ST strategy asassistant methods.Based on the classification of overseas markets and the analysis of target markets,PetroChina adopts the strategy of “consolidating African market position, consideringAsia-Pacific as main markets, taking Middle East and Latin America markets intoaccount, and breaking through North American and European markets”. With the“4P” market analysis method, the strategy of “market extension and development ofproduct as the main strategy, extending new markets using developed products andconsolidating markets using new products” are set. The life cycle is determined byprice strategy. Marketing channels are divided into long term and mid-long term. Forshort term channels, the external collaboration is adopted. For mid-long term channel,the oversea branches should be set up. The promotion strategy and the strategyaccording life cycle of products are used. At the same time, we should reinforce our market services quality, building our brand image and develop brandacknowledgement.This article provides valuable references to our country’s FCC catalystsdevelopment and other knowledge-intensive industries and it has its practical uses.