A Research On The Marketing Strategies Of CNOOC-Nanhai Sales Company

With the improvement of China’s economic total reformation, the opportunities and risks existing in the liquefied petroleum gas (LPG) industry are becoming more and more significant. On the one hand, the alternative energy sources such as LNG and solar energy are ceaselessly squeezing the LPG market, and producing much more pressure to the enterprises of the LPG industry; On the other hand, some factors also lead to chances to this industry. For example, the uses of LPG are getting wider and wider, both chemical raw material market and vehicle fuel market provide LPG industry with broad development space. CNOOC Nanhai Liquefied Gas sales Company (abbreviation:Nanhai Company) is a branch company of Haiyou liquefied gas corporation, which is a subsidiary of China National Offshore Oil Corporation ("CNOOC"). The primary business of Nanhai Company is the sales of LPG and its relevant components. This article firstly analyses the marketing environment in which Nanhai Company operates with PEST theory, then clearly figures out the opportunities, threats, strengths and weaknesses the company is facing. Secondly, on the basis of analyzing the problems existing in the marketing tactics and customer relationship management tactics of Nanhai Company, this article proposes some specific marketing tactics that may improve the development of the company. The research of this article makes certain contribution to the promotion of Nanhai Company’s marketing works, and is of some reference value to other LPG companies of the same kind.