全世界化背景下中国石油工程技术服务稳固进展策略.docx
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全世界化背景下中国石油工程技术服务稳固进展策略.docx
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全世界化背景下中国石油工程技术服务稳固进展策略
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SustainableDevelopmentStrategyofChinaPetroleumTechnology
ServiceEnterprisesundertheBackgroundofGlobalization
ZHAOXu,DONGXiucheng
ChinaUniversityofPetroleum,Beijing,schoolofbusinessadministration
Abstract
Thesteadygrowthoftheglobalenergydemandandgraduallyopeningupofdomesticpetroleum
market,whilebringinggoodopportunitytoChinapetroleumtechnologyserviceenterprises,alsohave
acceleratedtheexposureofdeep-rootedcontradictionswhichrestrictthereformanddevelopmentof
them.ThisarticleusesSWTOstrategyanalysistooltoobjectivelydescribetheinternalconditionsand
externalenvironmentofchinapetroleumtechnologyserviceenterprisesandbringsforwardeffective
strategiesbyallroundabouthowtoadjustindustrialstructure,toenhancetheoverallcompetitiveness
andtoeventuallyachieveasustainabledevelopment.
KeywordsGlobalization,PetroleumTechnologyServiceEnterprise,SWOTanalysis,Strategy
1Introduction
Asaglobalstrategicresource,petroleumplaysanimportantroleinforminganddevelopingworld
economicpattern.Theimbalanceofglobalpetroleumresourcedistributionandconsumptionconstructed
internationalpetroleumsupplyanddemandandcompetitionpattern,atthesametime,formedthe
developmentalandcompetitivebasisofglobalpetroleumtechnologyserviceindustry.
Petroleumtechnologyserviceisanindustrywhichspeciallyprovidesengineeringserviceand
technicalsupportservices.In21century,alongwithdrasticcompetitioninglobalmarket,international
petroleumindustryisacutelyrecombiningnow,whilebothoilandtechnologyserviceenterprise
participatedin.AfterourcountryjoiningWTOandservicetradebarrieramongcountriesbecoming
lower,internalpetroleumtechnologyservicemarkethastofacetheconcussionandchallengenever
heardbeforeunderthedualpressureoflocalpetroleummarketopeninggraduallyandoverseas
petroleumenterprisesgettinginto.
Therefore,itisaninevitabletrendforinternalpetroleumtechnologyserviceenterprisestointegrate
advantageousresourceaccordingtotheprofessionalprincipleandtheinternationaltechnologyservice
standard.Duringthisprocess,internalenterprisesshouldtakefulladvantageofthetransitionperiodto
implementaseriesofstrategiestocultivatesynthesisservicecapacity,anti-venturecapacityand
marketingcompetitioncapacityintheinternationalmarket.
2.Summaryofchinapetroleumtechnologyservice
Background
Indevelopedcountries,thesystemsofpetroleumcompanyandservicecompanyarecompletely
separate.InChina,thetwomajorpetroleumcompanies(CNPC&SINO-PEC)allconsistoftwosystems
beforerecombination.Oneispetroleumcompanysystemwhichdealtwithoilandgasexploration,
production,refining,storageandtransportationanddistribution;theotherisoilfieldservicesystem
whichdealtwithgeophysicalService,welllogging,welldrilling,downholeoperations,engineeringand
constructionandmachinemanufacturingetc..
In1998,China’spetroleumindustrystartedtosystemreform.Then,in1999,CNPCandSINOPEC
developedtheactivitiesthatrecombinedsuperiorasset,foundedlimitedliabilitycompanyandlisting
oversea.Afterthemainoperationslisting,theauxiliarypartbecameso-called‘Thestate-ownedexistent
andcontinuousenterprises’(SOECEs).Atpresent,mostpetroleumtechnologyserviceenterprises
basicallyareexistentandcontinuousenterprisesbelongtoCNPCandSINOPEC.
Developmentsituation
TherecombinationofChinapetroleumindustryisathoroughreformwhichhadreceivedgood
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effects.Inthefollowingdevelopmentprocess,accordingtothegroupenterprises’uniteddispositionand
request,theaffiliatedtechnologyserviceenterpriseshadactivelypushedforwardtheinternalreformand
thestructureadjustment,andstronglyexpandedexteriormarkets.Inseveralyearstheyhadbasically
achievedsteadytransition,atthesametime,graduallystrengthenawarenessofserviceandmarket,
madegreatprogressinthe‘downsizing-for-efficiency’policy,increasedtheindustrialconcentrationand
improvedthemanagementcondition.
InDecember,2002,inordertoenhancethemainoperationandfacethefiercebothofdomestic
andinternationalphysicalexplorationmarkets,CNPCcontinuedtooperateabusinessreorganization
andestablishedtwoprofessionalcompaniesaboutphysicalexplorationandwelllogging,namedBGP
andCPL.Throughthisreorganization,CNPCfinishedanimportantsteptorecombineadvantageous
resources.However,comparingwithinternationallargeenterprises,internalenterprisesstillfacedalot
ofrestrictivefactors.Themainfactorsweretheweaktechniqueindependentinnovationcapability,the
slowstepofmarketdevelopmentandthelowefficiencyofmanagementsystem.Moreover,
decentralizedoperationscope,excessinternalcompetitionandseverestructurecontradictionarestill
urgenttobesolved.
3.Opportunityandchallengebroughtbyenvironmentchange
Opportunity
3.1.1Energyresourcedemandgrowingrapidlyathomeandabroad
Atpresent,globaleconomyisgrowingataveryfastpaceandChineseeconomyisdeveloping
persistentlyandsteadily.Allofthemstimulatetheenergyresourcedemandhomeandabroad,especially
petroleumresource.Alongwiththepetroleumexplorationanddevelopmentismoreandmoreintensive,
alargermarketofpetroleumtechnologyservicewillcomewith.That’sagreatopportunityfor
petroleumtechniqueserviceenterprisestodevelopinalongterm.
3.1.2Internalmarketopeningandpolicyrelaxing
JoiningWTOhasbeenagreatinfluenceondownstreamandtechniqueserviceofourpetroleum
industry.Itbroughtnotonlyseriouschallengebutalsonewopportunity.Withmarketgraduallyopened,
internalpolicyandsystemcircumstancewillbebetterandthestate-ownedmonopolyenterpriseswillbe
openinggradually.Theincreasingforeigninvestmentwillmoreenhancethecompetitionofinternal
fundandtechnologyintensiveindustry,whichwillbegoodforinternaltechnologyservicemarket
formingreasonablecompetitionstructureandindustrystructureupgrading.Allofabovearenecessary
forinternaltechniqueserviceenterprisesdevelopingtransnationaloperation.
3.1.3Thepetroleumtransnationaloperationbringingrelatedeffect
Theonlytradewayhasbeennotenoughtoensurenationalpetroleumsupplysecurity.The
transnationaloperationnowisthemainapproachtoacquireoverseapetroleumresource.Inthe
conditionthatinternalpetroleumenterprisesgoingouttoparticipateinpetroleumexplorationand
internaltechnologyservicecapacityandequipmentmanufacturecapacitybeingovermuch,internal
technologyserviceenterprisesgoingabroadfollowingoilenterprises,Ontheonehand,acquire
opportunitytoexpandoverseasmarket.Ontheotherhand,theycouldcooperatewithpetroleum
enterprisesininternationalmarketbytheircomparativeadvantage.
Challenge
3.2.1Globalpetroleummarketchangingveryfast
Becauseofthecomplexityofinternationalpetroleummarket,thecompetitionofsharingworld
petroleumresourcebecamemoreandmoreserious.Therearesomanyunstablefactorsexistinmosthot
regionsofinternationalpetroleuminvestment,suchastheunstablepoliticalsituation,discontinuous
policiesandweakergovernmentregulationcapacity.Alltheseincreaseddifficultyofinternationalinvest
risk.Inaddition,therearealsosomeotherfactorsinfluencethedevelopmentofpetroleumtechnology
serviceenterprises,forexample,thegasconsumeincreasesrapidlyinthemainenergy.
3.2.2ForeignenterprisesmovedtoChina
WiththeinterimendingofjoiningWTO,thestate-ownedenterprisemonopolizationwillbebroken.
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Dependingontheiradvancedmanagementexperienceandtechnology,foreigntechniqueservice
enterprisecouldenterinternalmarketexpediently.Undersuchsituation,afullycompetitivemarket
patternwillbringseveretestforthecompetitioncapacityandexistingmarketshareofinternaltechnique
serviceenterprise.
3.2.3Techniqueandequipmentmonopolizationofforeignenterprise
Theforeignpetroleumtechnologyserviceenterprisesmainlychangedtechniqueintomarketand
soldtechniqueandequipmentinthepast.Withtheinternalpetroleumtechniqueservicemarketgradual
opening,foreignenterpriseswillbelikelytochangetheirprimarymarketdevelopmentpolicyand
furtherattemptstomonopolizethetechniqueandequipments.Itwillbemoredifficultforinternal
enterprisestoupdateorrebuildtechniqueandequipments
3.2.4Seriouscompetitioninhumanresources
Nomatterinternalenterprisesorinternationalones,humanresourcecompetitionisthecoreof
marketcompetition.Withthemarketeconomysystemestablishingandperfecting,thehumanresource
competitionwillbemoreserious.Competitionsamongpetroleumtechniqueserviceenterpriseshome
andabroadanddifferentproprietorswillbemoreandmoreserious.
4.Advantagesanddisadvantagesofdomesticenterprises
Advantages
4.1.1Integratedindustrychain
Internalenterprises,mainlyCNPC,havebuiltupafullpetroleumtechnologyserviceindustrychain
whichconsistsofgeophysicalexploration,welllogging,welldrilling,downholeoperation,oilfield
surfaceengineeringpipelineandrefiningandchemicaloperationsandallkindsofproductssystem.
4.1.2Morematureexplorationanddevelopmenttheory
ThespecialgeologicenvironmentinChinamadethepetroleumexplorationanddevelopment
theorycomparativelymature.Besides,throughpractice,aseriesoflow-costtechniqueusingtosolve
complexoilandgasreservoirshavebeenformed,andthemainpartisinahighlevel.
4.1.3Compar
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- 全世界 背景 中国石油 工程技术 服务 稳固 进展 策略
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