The Rearch On The Innovative Strategies Of Kun Lun Gas Northern Branch’s LPG Terminal Marketing

Under the significant evidence of the integration of liquefied petroleum gas(LGP)’s industry chain,under new economic environment,industrial competition,Petro China Kun Lun Gas Northern Branch will be faced with more and more severe competition and challenge from market and LGP industry. As the final link of LGP industry value chain, terminal marketing is in the front edge of market competition. With the focus of LGP business turning to its terminal market gradually, terminal marketing results will directly relate to the company’s performance. The competition of terminal markets and their end customers, the choices and innovation of terminal marketing strategies, will become especially important. Only by taking advantage of the scientific and effective terminal marketing strategies which adapt to the market and industry,can it ensure the stable of end customers;Only the innovation of terminal marketing strategies,can it enlarge market share gradually under the fierce competition,and further lead the development of LGP terminal market scientifically and orderly.Based on referring literature and theories about terminal marketing,case studying of domestic and foreign examples and empirical analysis, this paper analyzes Kun Lun Gas Northern Branch’s terminal marketing strategy,discusses the choice and potential innovation possibility. Integrating theories with practice, this paper finally proposes effective terminal marketing strategies for the company. Hopefully the operation and practice of Northern Branch’s terminal marketing strategy will shed lights on the construction and innovation of marketing strategies for other LGP companies.