中国能源企业“走出去”市场营销策略分析

The Analysis of "Going Outside" Marketing Strategy for Chinese Energy Enterprises

"走出去"发展战略对中国能源企业具有重要的意义。文章在分析了中国能源企业面临的国际政治法律、经济、社会文化和技术环境的基础上,提出中国能源企业可以采取低成本或差异化市场竞争战略,进而详细论述了中国能源企业"走出去"的产品、价格渠道、促销与关系营销策略,并强调中国能源企业要加强社会责任意识。

＂ Going Outside＂ strategy has significant implication for Chinese energy enterprises. Based on the analysis of the political, economic, social and technical factors of international environment, the paper proposes that low-cost or differentiation market competition strategy will be practicable for Chinese energy enterprises, and then the product, price, promotion and relationship marketing strategy are discussed in detail. The social resuonsibilitv of Chinese ener~,＇~ enternrises is emphasized at the end of discussion.