Study On Pricing Strategy Of Minggang Liquefied Petroleum Gas Co., Ltd.

With the adjustment of national industrial policy, LPG (Liquefied Petroleum Gas) market has changed from the state monopoly management to the market open operation. Product prices in the primary and secondary market used to bid by government only, but now it was bid by market under government's guidance. With the continuous improvement of the market, natural gas, dimethyl ether and other alternative to LPG market, the competition is becoming increasingly fierce. In the current, Minggang LPG company also suffered the contraction of market share and the declining of profit. As product homogeneity of LPG,, the price has become an important factor affecting sales. How to set a good and competitive advantage price in the fierce competitive market is an important research topic. In view of this, the research on the pricing strategy of Minggang LPG company be imperative.Taking Minggang LPG company as the study object, by positive analysis, a comparative analysis is carried out to research the disparate effects generated by applying different price strategies in company market sales. This paper firstly made a brief introduction to the Minggang LPG company, mainly focusing on their products and characteristics of LPG industry. Secondly, by using of the mainstream analysis tool (Michael Porter's five forces model, PEST analysis method, SWOT analysis method), from both macro and micro aspects, it analyzed the company's external and internal environment. It researched and compared the application situation of some common pricing strategy in the LPG market. Based on the analysis of the company's sales bottleneck and existing problems at present, taking six steps of pricing strategy as reference, this paper provides a new solution and provides examples of comparison of the old and the new pricing strategy, which is given to propose the improvement measures for the better implementation of the new pricing strategy.The main research achievements of this paper are:to provide a new pricing strategy to Minggang LPG company, to suggest a combination of diversified pricing strategies according to different products and different markets, to provide a reference of the operation pricing strategy for the LPG companies which entered the era of marketing.