中石化公司润滑油业面对WTO的战略对策探讨.pdf

大连理工大
士学位论文
中石化公司润滑油业面对TO的略对策探讨
姓名:朱水进
巾请学位数别:顸士
业:工商管理
指导孜师:侯铁珊
摘要
在中国加入WTO的新环境下,随着国内市场的进一步开放,中国润滑油
业面临的机遇与威胁是并存的。中石化公司润滑油业作为国内润滑油的主要力
量,与国际上的知名公司相比,尽管在生产、研发及到销售等方面存在明显差
距,但也拥有自身的特色和优势,只要能顺应环境变化,制定出发展对策,做
出适当的调整,仍能在未来的竞争中占有一席之地。
论文从中石化润滑油业的视点出发,介绍了加入WTO后中国润滑油业所
面临的竟争环境,通过引用大量的数据,分析了世界及中国的润滑油业发展情
况,在中国市场层面着重分析了几个主要竞争对手的状况,同时应用了企业竞
争力要素分析方法从组织结构、生产、研发等八个方面详细分析了中石化润滑
油业的竟争力,最后综合起来,对中石化润滑油业进行了swoT分析
以分析为基础,运用战略管理及市场营销理论,探讨了中石化公司润滑油
业面对WTO新环境所应采取的一些应对策略,包括战略目标的确定,战略模式
的选择,采取“三品牌”战略及强化营销能力等战略重点,同时讨论了诸如组
织机构调整、生产系统、营销体系、人力资源在内的战略实施保障措施。希望
对加入WTO后的中石化润滑油业乃至中国的润滑油行业的发展具有一定的现
实意义。
关键词:中石化公司;世界贸易组织;润滑油;对策;“三品牌”战略
Abstrac
After Chinas entry into the WTO, the domestic lubricant industry will face th
threats as well as opportunities because of the further open up of the market
Sinopec lubricant industry is the important component of Chinas. Compared with
famous multinational companies in the same field, there are some obvious gaps not
only in the production, but also in R&D, marketing ete. At the same time, Sinopec
a]so has some advantages. In order to survive the new competition, Sinopec should
adjust its development strategy according to the environment different from which
in before
In the viewpoint of Sinopec, the article introduces conditions which Chinas
lube industry will face after enter into the WTO. By means of quantity dates, the
paper introduces the status of China's lube industry, as well as the world,'s. It looks
into some important competitors specially based on the domestic lubricant market
The thesis evaluates the organizational construction, production, R&D, sales and
other aspects of Sinopec lubricant business with the method of competency factor
analysis, and at the end, makes a SWOT analysis
In the support of those analysis, it discusses countermeasures Sinopec should
take when
the WTO by using marketing theory and strategy management
theory, including strategic target, strategic model, some important policies like
tri-brand tactic and strengthen marketing capacity tactics, and some assurances as
organizational structure adjustment, production system improvement, set-up of
rapid response marketing system, HR management, and so on. It should make sense
for the lube industry of China and Sinopec after China's entry into the WTO
Key words: Sinopec; TO; lubricant; countermeasure; 6tri-brand tactic