跨國石油公司在汽柴油零售市場的進入策略 比較研究-以台灣及中國為例

Abstract

台灣的油品市場，已經按部就班地完成自由化。中國依照進入WTO的承諾時程，2004年底開放了外資參與汽柴油的零售經營，2006年底也將進一步開放汽柴油的批發市場；多家跨國石油公司也紛紛積極地參與市場的開發拓展，進度雖有不同，但對中國汽柴油的汽柴油零售市場均展現高度的興趣。根據目前的經濟體大小及經濟成長率預估，中國未來的石油需求將持續大增；加以目前原油價格節節高漲，整體產業的效率更引人關注。 本研究希望達成四個目的：一、了解台灣及中國的石油產業政策及汽柴油零售市場現況。二、探討石油產業解除管制的緣由及歷程。三、分析國營石油公司的民營化過程。四、研究跨國石油公司在汽柴油零售市場進入策略的實例。 藉由了解跨國石油公司在台灣及中國的汽柴油零售市場，所處不同的解除市場管制階段下所選擇的進入模式，以及國營石油公司在民營化壓力下對跨國石油公司進入汽柴油零售市場的因應策略，本研究發現： 一、依台灣的經驗，供油廠商設立的直營加油站愈多，對市場零售價愈有穩定的作用；中國於2006年開放外商經營成品油的批發市場時，因法律限制，應不易見到價格戰。 二、台灣依既定的政策進行解除管制，中國按進入WTO的承諾來進行，時程上相差很多；台灣對成品油已不進行價格管制，中國則至今仍對成品油零售價施行指導價格。 三、台灣及中國的國營石油公司民營化過程中發現:兩者進度不同，而台灣國營石油公司的工會對民營化的進度影響力非常大。台灣CPC尚未民營化但是無損其於汽柴油零售、批發市場的競爭力。 四、選擇市場規模大且具有持續成長性的市場為市場進入的目標，是跨國石油公司相同的考慮因數。多數與當地的國營石油公司以低於50%的股權，成立油品零售的合資公司，發展雙品牌的加油站零售網。

The petroleum market in Taiwan has been gone through deregulation procedure as its own schedule. China committed in entering WTO to open its motor fuels retailing market for foreigners’ participation in end of 2004 and scheduled to further open its fuels wholesale market in end of 2006. Many multinational oil companies express strong interests in Chinese motor fuels retailing market. They aggressively participate in Chinese motor fuels retailing market and make different progress. According to current Chinese economic size and economic growth rate, the estimation of crude demand will continually tremendously increase in the future. The efficiency of the entire petroleum industry attracts a lot of attentions from the public, especially in the trend of the rising crude price. This study is to understand (A) the Taiwanese and Chinese petroleum industry policies and the latest motor fuels retailing market environments, (B) the causes of the petroleum market deregulation and the schedules, (C) the privatization procedure of local national oil companies, and (D) the cases of multinational oil companies’ motor fuels retailing market entry strategy in Taiwan and China. Through reviews of the choices of entry mode by the multinational oil companies in entering the Taiwan and China motor fuels retailing markets in different stages of the deregulation and the strategies of the local national oil companies under the pressures of company privatization in the responses of multinational oil companies’ motor fuels retail market entry, this study concludes that; (A) It will enhance the stability of motor fuels retailing market prices in Taiwan that the motor fuels suppliers operate more retail stations in the market. And this study does not anticipate there will be any wholesales price war in China upon wholesales market is opened in 2006 since the fuels pricing is constrained by regulations in China. (B) Taiwan’s petroleum market was deregulated as its own planned schedule, while China was opened its fuels retailing markets per the commitments of WTO entry. There is quite huge difference in the deregulation time frame between Taiwan and China. And there are no regulated retail motor fuels prices currently in Taiwan, while there are directive fuels pricing mechanisms in China. (C) The privatization pace of national oil companies is different in Taiwan and China. The labor union in Taiwanese national oil company has strong influences on the progress of the company privatization. And there are no disadvantages in retail and wholesale motor fuels market competitiveness for national oil company according to CPC’s experiences, no matter the national oil company is privatized. (D) The multinational oil companies, with the same criteria, will select the countries with larger market size and higher market growth rate to be the market entry candidates. And most of multinational oil companies, with less than 50% equity, form joint venture companies with the local national oil companies to develop the joint-brand retail networks in China.