C天然气公司新市场开发战略研究

发布时间：2018-11-20 19:05

【摘要】：天然气相对来说污染小,使用广泛,中国对发展和使用天然气持支持态度。目前,辽宁省内共有沈秦、沈大两条天然气长输管线,沈大天然气管线有一条经过大连D市。D市迫切需要加快天然气管网建设,来促进地方经济发展。深入研究C天然气公司新市场开发战略,占领D市天然气市场,对促进公司持续健康稳定发展具有重要意义,对辽宁省内其它天然气公司的发展也有借鉴意义。本文通过大家广泛使用的宏观环境分析工具PEST和行业环境分析工具“五力”模型,同时运用资源和能力知识,对影响C天然气公司的内部环境和外部环境进行了综合分析,查找出了公司自身所具有的主要优势和劣势,识别出了公司外部环境所面临的主要发展机会和威胁。运用SWOT战略选择工具,详细对C天然气公司应采取的各种策略进行了周密的分析、筛选。结合C天然气公司的实际,制定了“集中发展、合资经营、支线优先”的新市场开发战略,提出了全面开发D市天然市场,重点发展工业天然气、城市天然气和汽车天然气三大业务,用十年分为三个阶段实现C天然气公司在D市的发展目标。为实现C天然气公司在D市天然气下游市场占有率达到50%以上,把C天然气公司在D市的合资公司打造成该市最大天然气企业的发展目标,制定了重点推进管网和场站建设、加强人力资源管理、加强公司系统化管理、有效推进公司文化发展、提升合资公司科学管控能力、加强市场开发和销售的六条保障措施。本文最终结论是C天然气公司开发D市天然气市场是可行性的。
[Abstract]:Natural gas is relatively less polluting and widely used, and China supports the development and use of natural gas. At present, there are two long-distance natural gas pipelines in Liaoning Province, Shen-Qin and Shen-Da, and one of Shen-Da gas pipeline passes through D city of Dalian, which urgently needs to speed up the construction of natural gas pipeline network to promote the development of local economy. It is of great significance to study the new market development strategy of C natural gas company and occupy D city natural gas market, which is of great significance to promote the sustainable, healthy and stable development of the company, and also to the development of other natural gas companies in Liaoning Province. This paper makes a comprehensive analysis of the internal and external environment of C Natural Gas Company by using the macroscopical environmental analysis tool PEST and the industry environment analysis tool "five forces" model, which are widely used by us, and using the resources and capability knowledge, at the same time, the paper makes a comprehensive analysis of the internal and external environments that affect C Natural Gas Company. It finds out the main advantages and disadvantages of the company itself and identifies the main development opportunities and threats faced by the external environment of the company. By using the SWOT strategy selection tool, this paper makes a thorough analysis and screening of various strategies that should be adopted by C Natural Gas Company. Combined with the reality of C Natural Gas Company, the new market development strategy of "centralized development, joint venture, and priority of branch line" was formulated, and the overall development of natural market in D city was put forward, with the emphasis on developing industrial natural gas. City natural gas and automobile natural gas three major business, use ten years to divide into three stages to realize C natural gas company's development goal in D city. In order to achieve C natural gas company's market share of 50% or more in the downstream market of D city, the joint venture company of C natural gas company in D city has been established as the development goal of the largest natural gas enterprise in the city. Strengthen human resources management, strengthen the company's systematic management, effectively promote the development of corporate culture, enhance the joint venture's scientific management and control ability, and strengthen the market development and sales of the six safeguards. The conclusion of this paper is that C natural gas company is feasible to develop D city natural gas market.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.22

【参考文献】