A公司天然气营销战略研究

发布时间：2018-06-22 09:10

本文选题：天然气 + 营销　；参考：《电子科技大学》2014年硕士论文

【摘要】：天然气作为一种清洁能源在国民经济体系中具有十分重要的地位,然而,我国天然气利用中还存在区域市场发展不平衡、利用效率低下、消费结构不合理等问题。在天然气产业尚未完全市场化的情况下,要想实现天然气资源的优化配置,需要天然气销售企业重视营销战略与实施,才能够进一步促进国民经济和区域经济健康发展、天然气产业协调发展。本文首先回顾了国外天然气企业营销战略的发展历程,然后深入分析了A公司面临的内外部形势,得出了其SWOT综合分析结论;在此基础上,构建了A公司的天然气营销战略与实施措施。通过研究得出的主要结论及取得的主要成果:一是A公司发展优势大于劣势,在克服不利因素的基础上能够实现良性发展;二是A公司天然气发展战略规划具备现实性和可操作性。本文利用项目分析法和区域分析法,对市场范围内的天然气利用项目和用气量进行了规划,并根据建立的目标市场评价指标体系进行评价;三是针对A公司提出的天然气营销措施比较合理。本文提出的大部分营销措施已经应用于企业发展实践,对市场风险进行持续跟踪评价,有力地指导了公司天然气营销工作;四是通过规划指导的区域市场发展,实现了资源的优化配置,天然气利用项目的合理布局,促进了天然气产业上中下游各环节的协调,为地方经济发展做出了较大贡献。本文的创新之处在于:一是提出了A公司的天然气营销战略和目标市场评价指标体系与模型。二是建立了A公司天然气营销战略体系。本文利用经济学、管理学等理论知识,利用SWOT、统计分析、对比分析、指标评价等工具,构建了一套天然气销售企业制定其营销战略的方法体系,对于类似企业具有较强的参考价值。
[Abstract]:As a kind of clean energy, natural gas plays an important role in the national economic system. However, there are still some problems in the utilization of natural gas in China, such as unbalanced development of regional market, low utilization efficiency, unreasonable consumption structure, and so on. Under the condition that the natural gas industry is not completely market-oriented, in order to realize the optimal allocation of natural gas resources, it is necessary for the natural gas sales enterprises to attach importance to the marketing strategy and implementation in order to further promote the healthy development of the national economy and regional economy. The natural gas industry develops harmoniously. This paper first reviews the development course of foreign natural gas enterprise marketing strategy, then deeply analyzes the internal and external situation faced by company A, and draws the conclusion of its SWOT comprehensive analysis. Build A company's natural gas marketing strategy and implementation measures. Through the main conclusions of the study and the main results obtained: first, A company's development strengths are greater than weaknesses, on the basis of overcoming the adverse factors can achieve healthy development; Second, A company's natural gas development strategy planning has reality and operability. In this paper, project analysis and regional analysis are used to plan the natural gas utilization projects and gas consumption in the market, and the evaluation index system is established according to the established target market evaluation index system. Third, the natural gas marketing measures proposed by A Company are more reasonable. Most of the marketing measures proposed in this paper have been applied to the practice of enterprise development, continuously tracking and evaluating the market risks, and effectively guiding the natural gas marketing work of the company; fourthly, the regional market development guided by the planning, The optimal allocation of natural gas resources and the rational distribution of natural gas utilization projects have promoted the coordination of all links in the upper middle and lower reaches of the natural gas industry and made great contributions to the development of local economy. The innovations of this paper are as follows: first, the natural gas marketing strategy and target market evaluation index system and model of company A are put forward. Second, set up A company natural gas marketing strategy system. Using the knowledge of economics and management, using SWOT, statistical analysis, comparative analysis, index evaluation and other tools, this paper constructs a set of natural gas sales enterprises to formulate their marketing strategy system. For similar enterprises have a strong reference value.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.22;F274

【共引文献】