Study On Improvement Of Petrochina Kunlun Gas Company Northwest Branch’s Lpg Terminal Sales’ Strategies

LPG, as a kind of clean energy source, has the uses such as fuel to common people or material to chemical industry. In recent years, the LPG market size shrinks because of the influences of the alternatives such as the natural gas. PetroChina Kunlun Gas Company Northwest Branch is the main LPG dealer in the northwest of China, and ordered by its headquarters’ strategies,it launch its terminal sales gradually. But there are lots of shortages in its marketing strategies’ design and executing.In order to make PetroChina Kunlun Gas Company Northwest Branch’s LPG terminal sales marketing strategies suit the market demand, the article make investigation and analysis of the company and the target market in detail. First of all, the analysis of the target market’s general situation and its structure lay the foundations of the strategies’ design. Secondly, in case of finding the shortage of the company’s marketing strategies, the article uses STP and 4P theories to analyze the status of the company’s marketing strategies. And, based on the analysis, the article presents the improvement of the company’s marketing strategies in four aspects such as “Product”, “Price”,“Place”, “Promotion”. At last, the article develops a series of solutions in “institutional framework optimization”, “corporate culture identified”, “construction of sales’ teamwork”, “matching human resources system” to make sure the impoved marketing strategies work well.