RESEARCH ON TRANSNATIONAL MARKETING OF ENTERPRISES

The acceleration of economic globalisation has promoted the international operation of large enterprises. The production and operation of various countries or regions will be integrated into the global economy, and the global market will become a unified networked market system. In the context of globalisation, large multinational companies face opportunities and challenges. Kazakhstan is a country rich in oil resources, and more and more countries are actively seeking oil cooperation with Kazakhstan. As one of the five pillars of China's industry, China Petrochemical is Also facing the trend of economic globalisation and encounters unprecedented opportunities and challenges. Affected by the international situation, Chinese petrochemical enterprises must adjust their marketing strategies.

Chinese petrochemical enterprises must adopt the correct strategy in Kazakhstan's international business in order to make full use of the domestic market and the international market, in order to optimise resource allocation to achieve national oil security and maximise corporate profits on a global scale, and to take advantage of global market competition. The status is to ensure the national oil security while maximising the benefits of the enterprise. At the same time, it will help the Kazakhstan government and oil companies make macro decisions, improve their shortcomings, and better attract foreign investment. Sinopec companies need to make adjustments and changes for the common interests.

Through the advantages, disadvantages, opportunities and threats of Sinopec's development in Kazakhstan, this paper can help Sinopec find the problems and shortcomings encountered in the development of Kazakhstan and find out the corresponding marketing strategy. It will be better for Sinopec in the oil market in Kazakhstan in the future. Multinational marketing has far-reaching implications and implications.

Economic globalisation has enabled the operations of countries and regions to integrate into the global economy, accelerating the pace of internationalisation of large enterprises in various countries. The formation and improvement of the global market brings unlimited opportunities and challenges to large enterprises in various countries.

The advancement of China's reform and development has made China quickly become a huge economy. Many large enterprises no longer meet the domestic market and begin to operate in the international market, and they have a growing share; the Chinese President Xi Jinping proposed The new strategy of “All the way” has made China and Central Asian countries more closely connected and more frequent, and promoted exchanges between countries and cooperation between enterprises.

China has a vast territory and abundant mineral resources, but there is a shortage of petrochemical resources. Most of the petrochemicals now need to rely on imports. As the most important strategic and economic energy now, petrochemical resources will directly affect the strategic security of China's country once it is affected, because China needs to actively develop overseas resources. Kazakhstan is rich in petrochemical resources and its geographical position is close to China. Therefore, Kazakhstan has become an important cooperation target of China.Today's Chinese oil companies face many problems in the face of fierce international competition. Therefore, it is necessary to constantly adjust and change the marketing strategy in order to be invincible in the understanding of competition. Since the independence of Kazakhstan, the country has been politically stable. The Kazakh government is also actively implementing foreign development policies and adopting loose policies to attract foreign investment to help the country restore and develop its economy, so the economy has developed rapidly. Kazakhstan is a country rich in oil resources. The export of petrochemical products has promoted economic growth and is an important source of foreign exchange earnings. However, compared with China, there are many problems in the development of oil in Kazakhstan. For example, the oil industry is underfunded, mining technology is backward, lack of technological innovation, and backward industrial structure. Kazakhstan is required to strengthen cooperation with Chinese oil companies. To help the development and upgrading of Kazakhstan's oil companies.

China is Kazakhstan's largest source of foreign investment. The increasing number of enterprises in Kazakhstan, the oil industry as a focus of cooperation in the cooperation between the two countries accounted for a significant share. For Chinese oil companies to achieve better development, they must thoroughly analyse the market in Kazakhstan.

According to the analysis of Sinopec’s marketing strategy in Kazakhstan,find the present situation and problems of Sinopec’s marketing strategy in Kazakhstan,and provide the reasonable suggestion in the end.There are four main marketing risks that the Sinopec facing in Kazakhstan,①political risk,②economic risk,③legal risk,④culture risk,⑤operating risk,⑥financial risk.

The Sinopec Group should adjust there marketing strategy according to change of  the local environment and policy, Cooperated to the current local environment and policy, this paper give four marketing strategy to the Sinopec.①meet the customers demands,②brand marketing strategy,③Distribution channel strategy ,④Marketing alliance strategy,⑤Green marketing strategy ,⑥E-commerce strategy. Use the SWOT to analyse the present situation of Sinopec in Kazakhstan. S:The scale of the capital and the advantages of the technology.W:culture difference.O：the the Belt and Road Initiative and economic globalization.

Through research, this paper will help Sinopec's strategy of going global and help the two countries to strengthen cooperation in the oil field and help the enterprises of the two countries to carry out deeper cooperation and jointly enhance the economic strength of the two countries. Therefore, the purpose of common development is achieved.

Economic globalisation is one of the important characteristics of the contemporary world economy and an important trend in the development of the world economy. Limiting the economic breakthroughs of various countries and becoming an important cooperative. Economic globalization allows countries too closely integrate their economies, learn from each other's strengths, rationally and fully utilise resources, optimise resources, and achieve common development goals.

In the context of economic globalisation, large multinational enterprises are faced with unprecedented opportunities and challenges, and they are required to keep up with the pace of the times, seize opportunities, and strive to open up overseas markets and seek development. Survive in a fiercely competitive environment.Kazakhstan has the world's largest uranium reserves and abundant natural resources such as coal, iron, copper, lead, zinc, oil and gas, and excellent agricultural and animal husbandry resources. It is one of the world's major grain exporters.

Today, with the globalisation of the economy, petrochemical companies all over the world are trying their best to reduce costs. Sinopec should also learn from the excellent experience of countries around the world to reduce its own production and management costs, and never increase the efficiency of enterprises. At the same time, Sinopec should firmly adhere to the innovation of technology and methods, actively invest in the management mode and development management of oil and gas fields in Kazakhstan, and bring them more advanced management experience and methods to help Sinopec obtain greater economic benefits.

In today's economic globalization, Sinopec and Kazakhstan and Kazakhstan's petrochemical enterprises are facing enormous opportunities and challenges. Sinopec wants to win in the investment strategy of the Kazakhstan state, and must strictly control the risk factor of the company. As mentioned above, Sinopec not only faces the risk of internal economic crisis in Kazakhstan, but also competition from externally developed Western countries.

In addition, the weak economic conditions of the Kazakhstan state and the protection measures of the Kazakhstan state to the local state-owned enterprises require the Sinopec Group to fully evade and control the investment risks. First of all, we must pay great attention to the external environment, choose the time period when the economic operation is relatively stable, and enter the Kazakhstan market. Secondly, it is reasonable to avoid competition from other countries, such as the vicious competition of developed capital countries such as Europe, America and France, and reasonable risk avoidance. It is to strengthen its own construction. Sinopec is also the most mature state-owned petrochemical enterprise in China. It has also experienced decades of development. By strengthening its own construction and optimizing its internal structure, it controls the risk of investment in Kazakhstan and ensures that every step of the strategy is passed. After many consultations and discussions, and the investment risk will be minimized.

The oil and gas cooperation between Sinopec and Kazakhstan is also in line with the strategic requirements of Kazakhstan and China. Since the reform and development, China has far surpassed Kazakhstan in terms of technology and capital reserves. As the largest state-owned petrochemical enterprise in China, Sinopec plays an important role in China's energy reserves. China is a big energy consumer in the world, and Kazakhstan is a major energy producer in Central Asia. The two countries have a good complementary relationship, so Sinopec must unswervingly strengthen oil and gas cooperation with Kazakhstan. To contribute to China's energy security and stability, and make due contributions to the common development of Kazakhstan and China.Sinopec also needs to integrate existing resource conditions. As the trade between the two countries develops, it is necessary to increase infrastructure construction because China's main energy consumption market is in the east. Therefore, it is necessary to strengthen the pipeline construction in Kazakhstan and the construction of pipelines in China. In order to achieve cost savings, China will also provide more stable oil output. Combine China and Kazakhstan closely.

References:

1. Economic and Commercial Counsellor of the Embassy of the People's Republic of China in Kazakhstan,[EB/OL].http //kz.mofcom.gov.cn/index.shtml.2012-5-28.
2. Wu Mouyuan, the more and more Kazakhstan oil company,www.cpechina.com
3. Editoroal, how to kintuointerests of Kazakhstan and TNCs, Kazakhstan the international busi-ness magazine, 2012.2:91.
4. Zhang Wei, China's oil imports nearly 200 million tons of import pace showed super speed "China Petroleum and Petrochemical",2008.03.03 http://www.ma-journal.ru/news/1847/
5. Central Asia Science and Technology Information Network, http://www.zy.gov.cn/News.asp?newsid=14891 Dong Xiu, Shou Xuancheng. Analysis of the impact of China's entry into the WTO on China's petroleum industry [J]. Petroleum University Journal, 2003
6. Wang Yuqi. Comparative Analysis of the International Competitiveness of China's Petroleum Industry [J]. Industrial Technology and Economy, 2002.
7. Wen Qingshan, editor. Development strategy and financial management of international oil companies. Beijing: Petroleum Industry Press, 2004.102-111.
8. Liu Yue. Changes in China's petrochemical technology innovation strategy and management model [J]. China Science and Technology Forum, 2003
9. http://www.sinopecnews.com.cn/shnews/2007-07/30/content_446303.htm
10. http://www.chinainfo.gov.cn/data/200704/1_20070403_153502.html 20070403
11. http://www.stdaily.com/gb/stdaily/2007-04/03/content_652756.htm
12. High mountains, Sino-US game, Lihai oil, Sino-Kazakhstan pipeline laying by the United States obstructed 2005-06-03, overlooking the Oriental Weekly, http://www.southcn.com/news/china/zgkx/200506030660.html
13. Nursultan Nazarbayev.standing on the door-sill of 21 century.[J]National press.1995
14. Ludmila Ivanova. “Global Economics”.[M] .2011 .
15. Adil Nuraliyev. “Kazakhstan Railways” [J] National Tax Journal.2009.p114.
16. Healy, Helga, “Cross-Border M&A: Cultural Disparities and the Associated Wealth Effects.” [J]International Journal of Business and Econnomics.2008 .p101-105
17. Subodh P. Kulkarni. “The influence of the type of Uncertainty on the Mode of International Entry.” [J]Journal of American Business Reviews.2001.p34-36
18. Bo Q L and Liu G Z. Central Asia geopolitics and opportunities of Chinese oil enterprises. [J]International Petroleum Economics. 2012.p 10
19. Wang J R.Distribution of Central Asia oil-gas cooperation projects.[J] Internal Data of CNODC. 2012
20. IEA. World Energy Outlook 2010. [J]Paris: Organization for Economic Cooperation and Development International Energy
21. Zhanna Yeraliyeva. “Expert Kazakhstan”. [J]The Econometrics Journal.2011.p18-19.
22. Bae gyeong deok.Critical issues for global sourcing strategy:focused on domestic companies.[M] 2011
23. (Kazakhstan) Kato tokayev. Selek naresov. The diplomatic strategy of the eagle of central Asia [M]. Xinhua press, 2002
24. (Kazakhstan) Nursultan nazarbayev, standing on the threshold of the 21st century,[M] current affairs press, 1997.
25. Li zhenghao, huang jie, sinopec would like to expand the "One Belt And One Road" three cooperation zones,[J], China business journal, 2017
26. Li ting, research on petrochina's market development in central Asia,[D], heilongjiang university, 2016
27. Deng xiujie, research on opportunities and challenges of oil and gas cooperation between China and central Asian countries,[D], party school of the CPC central committee, 2015.
28. Zhu xiongguan, research on energy cooperation between China and countries along the belt and road under the background of One Belt And One Road,[D], yunnan university,2016.
29. Zhang pin, analysis on the cultural marketing strategy of petrochina kazakhstan market, [D], guangxi university, 2015.
30. Shi shuo, analysis of energy cooperation between China and kazakhstan under the background of "One Belt And One Road",[D] Beijing foreign studies university,2017.
31. Chakrabarti.Christian Homburg. “A Marketing Perspective on Mergers and Acquisitions: How Marketing Integration Affects Postmerger Performance.” [J]Journal of Asian .1995 .p24-27