Research On Strategy Of Contracted Drilling Service For Hybrid Bit

X Company is an oil equipment manufacturing enterprise,mainly producing oil drilling equipment--drill bits.In recent years,the new product,hybrid bit,developed and produced by X Company has well-performed in drilling in complex and hard formations and gained a promising market prospect.However,chains of failure cases occurred,which caused a large economic loss to customers,and market expansion is becoming stagnant.In this paper,by using the theory of marketing,through analysis of current situation of hybrid bit marketing faced by X Company,and considering the marketing environment and strategy,the main issues underlying hybrid bit marketing have be identified,the solution accordingly has been put forward---contracted drilling service,the target markets for hybrid bit has been determined,and a combination strategy of hybrid bit contracted drilling service has been formulated.This paper researches on the basic theories of marketing,and studies trends and marketing strategies developing.The current marketing situation,environment,and strategies of X Company are analyzed by utilizing theoretical methods.After that,build up the index system of factors influencing hybrid bit marketing,the original data collected by questionnaire survey method is analyzed by factor analysis method to obtain the key factors affecting marketing of hybrid bit.Based on this,X Company hybrid bit marketing solution – contracted drilling service is proposed.Next,construct the attractiveness analysis model of market segment,and the weight coefficient of market segment attractiveness is got by using questionnaire survey and analytic hierarchy process.Then,establish selection analysis model of the target market of contracted drilling service,and the weight coefficient of the ideal target market of contracted drilling service for hybrid bit is made by re-running the questionnaire survey method and analytic hierarchy process method,and the ideal target market is determined.Finally,the combination strategy of X company's hybrid bit contracted drilling service including product strategy,service strategy,promotion strategy and price strategy is formulated.There is few research on the marketing strategy in petroleum bit industry.The contracted drilling service developed for the hybrid bit in this paper is the result of usingthe marketing theory to guide the practice,which has been of guiding significance for the re-shaping of petroleum bit industry to service-oriented manufacturing.