摘要
大连西太平洋石油化工有限公司（简称WEPEC）是我国第一家大型中外合资石化企业。面对我国加入世贸组织及新世纪新形势的变化，如何推进企业发展成为企业关注的主要问题。本文通过对国际市场特点、加入世贸组织对石化企业的影响以及我国石化企业参与国际市场现状的分析，提出了WEPEC必须开拓国际市场的观点。
结合该公司内部因素的分析，找出了企业的优势、劣势，做出了竞争能力分析；结合有关国际市场资料，分析了国际石化市场的现状和发展特点、趋势，做出了竞争分析。
根据目标市场的原理，逐一分析了东南亚市场、日本、韩国等东亚市场、美国市场，对比了中东市场、欧洲市场、拉丁美洲市场、南美市场、非洲市场、前苏联及东欧市场，在掌握各个市场产品需求总量、增长趋势、产品质量要求、关税、政府管理措施等资料的基础上，提出了以东南亚、东亚、美国市场为首要目标市场的结论。
按照STP—4PS组合策略，制定了竞争战略和产品策略、价格策略、销售渠道策略、促销策略。
West Pacific Petrochemical Company Ltd., Dalian (WEPEC for short) is the first Sino-foreign joint venture dealing with petrochemical products in China. It is important to find the ways to further develop WEPEC in the new century. By analyzing the features of the international market, the influences of entering WTO, and the situations of Chinese petrochemical enterprise joining the international market competition, this paper presents a viewpoint that WEPEC must develop the international market.
According to the factor's analysis of WEPEC, the competition ability of WEPEC is given by analyzing the advantages and disadvantages; according to the relevant materials of international market, the competition is analyzed by analyzing the characteristic of the international petrochemical market's status and future.
With the principle of the objective market, the paper analyzed the markets of the United States, the Southeastern Asia and eastern Asia such as Japan, South Korea, and compared the Mid-east Asia market, Europe Market, Latin-American market, South American market, African market, Russia market and East-Europe market. On the basis of marketing materials such as product demand gross, increasing tendency, product quality requirement, tariff, state management and so on, a conclusion is appeared that WEPEC should take the market in the Southeast Asia, the East Asia and the United State as its first objective market.
According to the STP-4Ps strategy, the strategy of product, price, sales channel and promotion is made.
引文
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☆ WEPEC开拓国际市场战略与策略研究