Study On LPG Business Marketing Strategy Of Henan Yongsheng Energy Chemical Industry CO. LTD.

Because the LPG (liquefied petroleum gas) development of processingtechnology and deepening, the domestic gas market competition is more and moreintense, the contradiction between supply and demand, which triggered a series ofproblems, accelerate the innovation of liquefied gas market reform and marketing.The needs of times background and market development, the detailed analysis ofstatus quo, liquefied gas industry development opportunities and the threats facing,taking Henan Yongsheng gas company as an example, the analysis of enterpriseinternal environment superiority and the inferiority, combined with SWOT analysisand the Potter five force analysis method, the present status of the enterprise areanalyzed deeply and comprehensively, and points out the existing problems in theprocess of enterprise development.On this basis, make full use of the relevant theory of marketing, combined withthe actual business and market background, the overall strategic direction, points outthat the development of the gas industry is becoming more and more mature at thisstage, Yongsheng enterprises to obtain the competitive advantage, product innovationsimple has far can not meet the requirements, and the cost is high. Therefore, thispaper points out that Yongsheng enterprises need to pay attention to market segmentsis a civilian gas market, the market demand is big, easy to form the habit ofconsumption, the key is to should do brand promotion and customer service.Corporate positioning is residents gas comprehensive service provider, therefore, putforward the marketing combination strategy of the enterprise effectively, proposedenterprise product innovation, improve product quality, increase product variety tomeet the different needs of customers; reasonable pricing, which can meet therequirements of national law of surplus value also can give customers a certain at thesame time, enterprises can profit, the clever use of pricing techniques; in the saleschannels, to online direct line distribution, at the same time, the line will savecustomers time and the cost of the enterprise, effectively collect customer complaintsfor product improvement, customer feedback soonest, offline distribution networkrollout, can speed up the delivery speed, occupy the standard geographical advantages;in the promotion strategy, should pay attention to customer service, to provide freeservices, such as regular home repair, training gas safety knowledge, to the customeras far as possible the additional value of brand promotion, at the same time, extend the influence of enterprises. The paper also gives the measures to be taken toguarantee the implementation of marketing strategy, strengthen the support from theenterprise culture, organization structure, performance appraisal, customerrelationship management, logistics, brand services, the implementation of supportingmarketing measures, the final conclusion, to find a suitable marketing strategy,improve the ability of enterprises to compete in the market for enterprise competitionadvantage.