后疫情时代中国油气工程公司海外营销策略思考

Thoughts and suggestions on overseas marketing strategy of China’s oil and gas engineering companies in the post-pandemic era

经历了2020年新冠肺炎疫情的冲击,2021年国际工程承包完成营业额修复至2019年的水平,但是,中国对外承包工程合同额和营业额继续下降。分析中东、非洲、中亚-俄罗斯、亚太、美洲地区的油气工程行业状况。对比美国福陆、法国德希尼布、中国化学工程、中石化炼化工程、中油工程5家公司的营业收入、净利润、毛利率、海外收入占比、成本费用利润率、资产负债率。中国油气工程企业在上述五大地区分别存在上、中、下游的市场机会,同时面临内外部大环境的挑战和企业自身因素的挑战。建议中国油气工程企业提前做好全产业链、价值链、数字化转型、新能源和新材料的布局,快速补齐海洋工程、投融资业务能力短板,持续优化五大地区市场开发策略。

After the shock of the COVID-19 pandemic in 2020,the turnover of international contracting in 2021 is recovered to the level of 2019 but the contract value and turnover of Chinese foreign contracting continue to decline.This paper analyzes the status of the oil and gas engineering industry in the Middle East,Africa,Central Asia-Russia,Asia Pacific,and the Americas,compares the operating revenue,net profit,gross profit margin,overseas revenue share,cost margin,and gearing ratio of such five companies as Fluor,Technip Energy,China National Chemical Engineering Corporation,Sinopec Engineering Company,and China Petroleum Engineering Company.Chinese oil and gas engineering companies have opportunities of upstream,midstream,and downstream market in the above five regions respectively and also face the challenges from internal and external environment and the challenges from theirselves.It is suggested that Chinese oil and gas engineering enterprises should complete the layout of the their whole industry chain,value chain,digital transformation,new energy,and new materials in advance,quickly make up for the shortcomings in offshore engineering and investment and financing business capabilities,and continuously optimize the market development strategies in those five regions.