| The continuous low oil price cut down significantly new projects of the oil industry.The demands of the global oil and gas market have changed obviously.Most investments on the oil and gas exploration and production have been utilized to search for more precise and effective drilling plans and more intelligent reservoir management,while the investment on the oilfield operation is focused on exploring technologies for improving deliverability and reducing costs.The digital oilfield technology involves all information from upstream to downstream of the petroleum production,which is regarded as one key technology to reduce costs and improve deliverability.International oil companies and oilfield operators successively view the digital oilfield technology as the key technology development direction in a bid to accommodate to the new normal of low oil price,expecting enhancing the information and intelligence level to maintain the profit ratio of oilfield operation.Accordingly,the digital oilfield technology has been recognized as an emerging investment hot spot of the oil industry for the future 5-10 years.The RH company as the research target is a new high-tech enterprise focused on the whole upstream industrial chain for offshore oil and gas field development,providing oil companies and oilfield operators engineering consultation and design services.The RH company,to comply to the conversion of oil-industry demands and utilize the beneficial environment for China's information construction among the 13 th Five-year period,plans to set the “entry to the domestic digital oilfield” as an important market planning target of 2016,and locate the “domestic digital oilfield technology service market” as the key target of 2016.The real case of the entry strategy of the RH company to the target market taken as the research background,the entry strategy path towards the target market is designed out by an integrated analysis of internal and external environment of the RH company.In order to work out a rational entry strategy path of the RH company towards the domestic digital oilfield market,this research was conducted in four aspects respectively of the external environment analysis,demand survey,internal environment analysis and advantages and disadvantages of the RH company for entering the target market.Among,the external environment analysis aims at macroscopic environment effects and industry competition situations.In this research,the stimulation of the macroscopic environment to the digital oilfield technology to be the technology trend and investment hot spot was analyzed on two factors,the effects of the low oil price on the investment demand and the digital oilfield technology connotation.Meanwhile,the Michael Porter's Five Forces Model was adopted to analyze the industry competition situations of the target market.The demand survey was accomplished by expert interviews and survey questionnaire.The RH internal environment analysis is based on the resource-based view and value chain theory.The comparison of the internal and external enironment was conducted in detail in combination with the core internal resource and cost superiorities to make clear of internal and external advantages and disadvantages of entry to the target market.Finally,in terms of the above four-work conclusions,a strategy with the cost leadership and differentiation idea was designed out through advantage extension and disadvantage elimination to accomplish entry to the target market of the RH company. |
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