SYRQ燃气公司市场营销策略研究

发布时间：2018-11-02 20:11

【摘要】：城市燃气是城市发展的一项重要公用事业。随着我国市场经济快速发展,能源结构调整的政策推进,人居环境要求的提升,环保政策力度的增大,国企制度改革的深化,城市燃气的市场发展面临着挑战性与创新性的新要求,城市燃气企业迎来了难得的发展契机。但市场经济竞争机制的引入打破区域内垄断,资金充足的全国性燃气企业四处并购扩张,上游燃气供应商逐年涨价,能源价格理顺的时代变革,也为城市燃气企业的经营与发展制造了难题。本文从燃气市场供求关系和竞争者分析着手,对城市燃气供需现状、预测和竞争情况做出深入研究。城市燃气行业隶属于能源市场,由于其自身的特殊性属于垄断竞争市场。SYRQ燃气公司市场营销存在的问题主要包括燃气终端市场细分不精准,燃气产品单一,价格缺乏针对性,管网覆盖率低,燃气营销渠道建立滞后以及非民用户的促销策略未建立健全。经过市场细分,SYRQ燃气公司目标市场的选择应是年消耗总量大、营销成本低、利润较高的非民用类用户以及工程利润较高的、用气四季平稳的民用类用户。本文制定了详细的市场营销策略,针对产品单一的问题制定了多元化燃气供应产品及燃气应用方式的产品策略,针对价格缺乏针对性的问题制定了成本导向定价和需求导向定价相结合的定价策略,针对燃气营销渠道滞后的问题制定了增设燃气设施、营业厅、网络营销渠道和与政府合作的渠道策略,针对非民用户促销策略不完善的问题制定了加大广告宣传、人员促销、建立良好公共关系和大客户服务管理制度的促销策略。提出了顺应燃气行业发展趋势,改善SYRQ燃气公司市场营销现状的具体策略和实施办法。
[Abstract]:Urban gas is an important public utility for urban development. With the rapid development of our country's market economy, the policy of energy structure adjustment, the improvement of living environment requirements, the increasing intensity of environmental protection policy, and the deepening of the reform of the state-owned enterprise system, The development of city gas market is facing new demands of challenge and innovation. However, the introduction of competition mechanism in the market economy has broken the monopoly in the region, the nationwide gas enterprises with sufficient funds have been merging and expanding everywhere, the upstream gas suppliers have increased their prices year by year, and the energy prices have been straightened out. Also for the management and development of urban gas enterprises to create a difficult problem. Based on the analysis of the supply and demand relationship of the gas market and the competitors, this paper makes an in-depth study on the present situation, prediction and competition of the urban gas supply and demand. The city gas industry belongs to the energy market, because of its own particularity belongs to the monopoly competition market. The problems existing in the marketing of SYRQ Gas Company mainly include the inaccurate segmentation of the gas terminal market, the singleness of the gas product and the lack of pertinence of the price. The network coverage is low, the gas marketing channel establishment lags behind, and the promotion strategy of non-civilian households is not established. After market segmentation, the target market of SYRQ Gas Company should be the non-civilian users with large annual consumption, low marketing cost and high profit, as well as civil users with high profit and stable use of gas for four seasons. In this paper, a detailed marketing strategy has been formulated, and a product strategy of diversified gas supply products and gas application methods has been developed to solve the single product problem. Aiming at the problem of lack of pertinence in price, the paper makes a pricing strategy combining cost-oriented pricing with demand-oriented pricing, and establishes the establishment of gas facilities and business hall in view of the lag of gas marketing channels. In view of the imperfect promotion strategy of non-civilian households, the marketing channel and the channel strategy of cooperation with the government have been formulated to increase advertising, personnel promotion, establish good public relations and key customer service management system. The specific strategies and implementation methods of adapting to the development trend of gas industry and improving the marketing situation of SYRQ Gas Company are put forward.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.22;F274

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