应用SWOT方法研究油气钻井服务企业发展战略

DEVELOPMENT STRATEGY ON OIL AND GAS DRILLING SERVICE COMPANIES BY USE OF THE SWOT ANALYSIS METHOD

针对工程技术服务企业发展战略研究这一重大课题,应用SWOT(Strength Weakness Opportunity Threat,即优势、劣势、机会、威胁)分析方法,以西部一大型油气钻井服务企业为例进行探讨。确定了以下4种战略组合。①特色技术战略:建立完备的技术创新体系,发展特色技术,巩固行业领先地位。②"共赢"联盟战略:建立与业主的"共赢"联盟,巩固关联交易,与同行业企业建立"共赢"联盟,增强抵御风险能力。③人力资源战略:优化人力资源结构,健全人才培养、引进、激励机制,加强管理队伍、技术人员队伍、操作人员队伍建设。④经营重整战略:优化业务布局和市场结构,提升细分市场,创新经营理念和方式、规范经营模式,做强做大主营业务,提高创效水平。应采用指挥型、变革性、合作型、文化型和增长型多种模式结合的方式分3个阶段有计划地实施战略。还应推进技术创新、装备升级、提升核心竞争力,强化员工、制度、标准、程序四要素,夯实基础,抓好企业文化建设,打造服务品牌。

Choosing a big drilling company in West China as a case of study, this paper discussed on the main subject of development strategy on technical services for petroleum companies by use of the SWOT (strength, weakness, opportunity, and threat) analysis method. This study put forward four types of strategy as follows: (1) To fulfill its own peculiar technical services: this company should complete its techniques, with special technical services provided at any time, playing a leading role in this industry; (2) To build up an alliance of companies on the mutual benefit: for the mutual benefit, this company should unite with other companies in this industry to mitigate the risk in the market; (3) To strengthen its human resource management: this company should optimize its human resource structure, building up the system of training staffs, introducing more experts and master-hands, and exploring staff's potentialities, organizing different teams such as managers, technicians, and operators; (4) To explore the sales market; this company should have a complete plan on its service distribution in its whole sales market, with some new ideas in sales promotions to focus on its main services making the upmost profit. This study pointed out that these above-mentioned strategies should be implemented in proper sequence at three stages, trying different means of commanding, reforming, cooperation, corporation culture, and profit increasing. Meanwhile, the company should attach importance to have techniques advanced, equipments upgraded, competitive power enhanced, constructing its firm infrastructure of organization (four factors of staff, regulation, standard, and working procedures), and a good corporation culture so as to provide its famous brand technical service in this industry.