Case Study: Marketing Strategy Of Gzlpg Company

Relationship marketing strategy to the realities of business goals。LPG market in Guangzhou in the last century experienced 90 years of high growth, the market to mature, slower growth, increasingly fierce market competition, Guangzhou is in the current market LPG by the company in Guangzhou, GD ZhenRong LPG company, GD JiuFfeng Company and other LPG monopolistic competition, several companies into the market form the stage perfectly competitive market form, the products, the degree of homogeneity high, price competition to become the most important means of competition。In this paper, case study approach to the LPG branch of Guangzhou LPG Gas Group (hereinafter referred to as: Guangzhou LPG company) for the study. In the case of body parts, First introduced the LPG industry, the characteristics of the city, compared with a regional gas pipeline, government and public opinion intervention, one-time investment is less than pipeline gas and the price volatility characteristics; The second LPG from Guangzhou's development process, business formation and operations and organizational structure, human resources profile of the company in Guangzhou LPG was introduced; The third describes the Guangzhou LPG marketing organization, while the company's current product, price,placel, promotion, described the situation.In the case study of parts: Guangzhou LPG company faces from the macro and micro perspective, Porter Five Forces Model and SWOT analysis of competition and other modern marketing management and strategic management theory tools, Guangzhou LPG marketing companies in internal and external competition and opportunities and threats to their own advantages and disadvantages cited analysis of modern marketing theory put forward for the actual situation of the company in Guangzhou LPG marketing strategy, and detailed specific programs and practical marketing strategy implementation.Above research results, not only the company's further development of the liquefied gas in Guangzhou to provide beneficial help for LPG industry's other businesses when devising marketing Celue some reference value and reference.