华北天然气销售公司营销策略研究

发布时间：2019-04-27 14:24

【摘要】：天然气是我国优质、高效、重要的清洁能源,对改善我国能源结构、保障能源安全,治理大气污染,缓解能源紧张,满足民生需要,促进国民经济持续发展起着重要的作用。进入二十一世纪以来,我国天然气生产、消费、利用都得到快速发展,天然气的市场规模不断扩大,天然气市场营销已成为从生产到消费的一个重要经营环节,也是天然气生产销售企业必须认真研究的一个重要课题。基于此,本课题希望运用现代市场经济的营销理论与本公司实践相结合,探索出适合天然气销售市场的营销理念和营销方式,并通过研究,能够针对本公司面临的问题,提出一个实际可行的营销策略建议。这是本课题研究的背景和意义。华北天然气销售公司是中石油直属的地区销售公司,经营范围以华北地区为主,包括北京、天津、河北、山西等省市,主要客户群是上述地区的大中小型城市燃气公司及各类工商企业。天然气销售量占华北地区天然气市场较大份额。随着市场环境的变化,公司营销面临宏观政策调整、竞争者增加、市场受到挤压、潜在客户流失、预期利润减少等诸多问题,在天然气市场逐步走向国际化、市场化的今天,公司急需顺应环境,建立起完整的天然气营销策略,走出困局。这是本课题研究的主要内容。本文理论概述部分,主要是采用文献分析法,对“天然气营销的相关理论”进行整理、归纳。为本文建立理论基础的同时,介绍天然气的特殊商品属性及对公司营销策略的影响,为后续章节进行分析应用提供理论指导。全文以华北天然气销售公司市场营销策略为研究对象,通过简介市场营销理论和天然气营销特点,以了解天然气市场营销的一般规律。运用PEST方法分析公司所处的宏观环境;用波特五力模型分析公司所处的竞争环境;用微观分析法介绍公司的功能定位、组织结构、经营现状、市场营销业务流程;用统计分析法对公司客户分类、客户结构、客户需求进行分析论证;用SWOT分析法对公司的优势、劣势、机会、威胁进行矩阵分析。在此基础上构建了公司天然气市场组合营销方案及五项营销策略,提出了落实该营销策略的四项保障措施,最后强调五点结论。本课题收集大量与公司相关的实际资料并进行研究、分析、论证,论文成果对公司市场运营具有一定的参考价值。
[Abstract]:Natural gas is a high-quality, high-efficient and important clean energy in China. It plays an important role in improving the energy structure of our country, guaranteeing energy security, controlling air pollution, alleviating energy shortage, satisfying the needs of people's livelihood, and promoting the sustainable development of national economy. Since entering the 21 century, the production, consumption and utilization of natural gas in our country have been developed rapidly, the market scale of natural gas has been continuously expanded, and natural gas marketing has become an important management link from production to consumption. It is also an important subject that must be studied seriously by natural gas production and sales enterprises. Based on this, this subject hopes to combine the marketing theory of modern market economy with the practice of our company to explore the marketing idea and marketing mode suitable for the natural gas marketing market, and through the research, we can aim at the problems faced by the company. Put forward a practical marketing strategy recommendations. This is the background and significance of this research. North China Natural Gas sales Co., Ltd. is a regional sales company directly under PetroChina, mainly operating in North China, including Beijing, Tianjin, Hebei, Shanxi and other provinces and cities. The main customer base is the large and medium-sized city gas companies and all kinds of industrial and commercial enterprises in the above-mentioned area. Natural gas sales account for a large share of the natural gas market in North China. With the change of market environment, the company marketing is faced with many problems such as macro-policy adjustment, increase of competitors, squeeze of market, loss of potential customers, reduction of expected profit, and so on. Today, with the natural gas market gradually moving towards internationalization and marketization, The company urgently needs to adapt to the environment, establish a complete natural gas marketing strategy, out of the dilemma. This is the main content of this subject. This article theory summary part, mainly uses the literature analysis, carries on the arrangement to the natural gas marketing related theory, sums up. At the same time, this paper introduces the special commodity attributes of natural gas and its influence on the marketing strategy of the company, and provides theoretical guidance for the analysis and application of the following chapters. Taking the marketing strategy of North China Natural Gas sales Company as the research object, this paper introduces the marketing theory and the characteristics of natural gas marketing in order to understand the general law of natural gas marketing. The PEST method is used to analyze the macro environment of the company, the competition environment of the company is analyzed by the Porter five force model, the function orientation, the organization structure, the management status and the marketing business process of the company are introduced by the micro analysis method. Statistical analysis is used to analyze and demonstrate the company's customer classification, customer structure, and customer needs, and SWOT analysis is used to analyze the company's strengths, weaknesses, opportunities, threats and matrix analysis of the company's strengths, weaknesses, opportunities and threats. On the basis of this, this paper constructs the company's natural gas market combination marketing scheme and five marketing strategies, puts forward four safeguard measures to implement the marketing strategy, and finally emphasizes five conclusions. This paper collects a large number of practical data related to the company and carries on the research, analysis, demonstration, the paper achievement has certain reference value to the company market operation.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.22

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