Analysis On Cultural Marketing Strategies Of Kazakhstan Market Of Chinanational Petroleum Corporation

With the gradual strengthening of world economy globalization, Chinese enterprises meet an increasing number of risks and challenges in conducting overseas business. The China National Petroleum Corporation (hereinafter referred to as PetroChina), for example, implements various businesses of petroleum and natural gas in overseas market, and its industry train extends to all fields of the society. The achievements PetroChina has made are worthy of affirmation and compliment as it is one of the enterprise representatives that take the initiative to enter the market abroad and embrace the challenges of world market. As the world enters the era of knowledge economy, the marketing of products, however, do not merely rely on traditional marketing methods. In most cases, enterprises combine the cultures of the host country with that of the homeland, and create a brand which possesses the cultural characteristics of both countries and wins widespread acceptance and approval. By this means, the enterprises become bigger and stronger. The marketing of PetroChina’s Kazakhstan market is obviously far from this goal.This thesis illustrates cultural marketing theory by research methods of document analysis method, summary and generalization and case study, gives a review of present research outcomes and summarizes the experience of cultural marketing implementation. Furthermore, it conducts a systematic analysis of the advantages and disadvantages, and opportunities and challenges of the Kazakhstan market of PetroChina at present by adopting SWOT model, and selects the combined strategy that is most suitable for the cultural marketing of Kazakhstan market of PetroChina among the SO, WO, ST and WT strategies. In response to the lack of cultural marketing in PetroChina’s marketing this thesis also puts forward practical improvement measures and conducts cultural marketing from the aspects of products, brand, pricing and sales. In addition, it attempts to establish a new marketing system that is in accordance with the current development trend of world economy and the objective operation law of Kazakhstan Market aiming to further expand the marketing share of PetroChina in Kazakhstan Market and its social influence. What is more, this thesis will provide reference for other Chinese enterprises to develop in market abroad. At present, there are few research outcomes in the field of cultural marketing, and a huge gap exists in this field. Therefore, the analysis on cultural marketing strategies of PetroChina’s Kazakhstan Market in this thesis is of significant research value and practical meaning in terms of both theoretical research and practical application. In the meantime, this thesis is of strong innovation and foresight, and it will promote the development of PetroChina.