A Research On Remainder Enterprise's Marketing Mix Of CNOOC Information Technology

In order to change the state-owned enterprise's current situation that the redundant agencies,and the lack of international competitiveness of present situation under the planned economic organization.In 1990s,the state-owned petrochemical industry had made a change in management organization as the first batch.Among them,the core business is used to set up the shares of listed companies,other auxiliary businesses is saved as the remainder enterprise.At first,the remainder enterprise's mission just is supplying the logistical support services.But with the deepening of reform,with the CNOOC as the representative,the state-owned enterprise is increasingly demanding for the remainder enterprise.Similar to the CNOOC Information Technology such as the remainder enterprise of the state-owned petrochemical industry had encountered a new development bottleneck,it cannot be in line with superior's requirements,and adapt to the current development needs of the company very well.Simply rely on the internal policy support,it could not adapt to the current market environment for economic development.Only change "wait,depend,request"passive development to "find project,grasp production,and promote development" active development,the remainder enterprise can survival and development,can make its due contribution to the rapid development of the parent company batter.In order to change the "wait,depend,request" passive marketing mode of the remainder enterprise,this paper determined to carry out the surviving enterprise marketing mix research,based on absorbing and innovating marketing theory,the background of the CNOOC development path,and the goal of solving the surviving enterprise actual operational bottlenecks,to carry out the surviving enterprise marketing mix research.For the purpose of giving full play to the remainder enterprise advantage of its unique resources that the internal policy research and interpersonal relationships,this paper had designed a "4P+2I" type of marketing mix program,which line with CNOOC Information Technology's business features,based on the existing marketing theories of learning and research of the 4P marketing theories.And in terms of clear responsibilities,technical support,performance evaluation,information technology and other means to develop and implement the relevant safeguards,to ensure the smooth implementation of the marketing mix program.Under the background of the petrochemical industry,this paper proposed a "4P+21"type marketing mix program innovatively.The program not only in line with the state-owned remainder enterprise's business features,but also has a high enforceability and science.And it has a more promotion of high value and can learn from nature in the same industry.It's expected to inject new blood for the state-owned remainder enterprise's marketing organization.