Study On Marketing Strategy Of HS Gas Company

For years, the natural gas industry has been the infrastructure in the development of the national economy, which has a strong public property. The city gas enterprise is a part of the public utility and it must be authorized before running, which means that it has an absolute circumstance to develop and it has no worries about its existence. In this case, the majority of gas enterprise has been running in a planned economy mode operation, many has a great number of shortcomings in management, personnel structure and marketing concept etc. In recent years, with the adjustment of the national energy strategy, city gas business has been developed heavily since the government liberalized municipal utilities in 2001. Not only with foreign investment, joint venture and private capital has pouring into gas supply industry, but also with the state-owned reform, the gas industry monopoly was broken. Under the new situation, it is extremely urgent to establish a set of strategic development system and to strengthen the market competition ability.This paper takes HS Gas Company as the research object, points out the main problems and the weakness of HS Gas Company, which using the marketing theory and strategic management, analyzing the internal and external environment of HS Gas Company: the mode of operation is single,the market development department staffing is behind, the marketing is low; without their own development team, innovation ability is not strong; pipeline network has defects. Through the analysis method of SWOT, we can know the advantages and disadvantages of HS Gas Company and the challenges we will face. Through STP analysis, we can separate the market, forecast the future development prospects of the market and determine the target market. According to the current market environment, we can ues advanced marketing theory and knowledge to make the company's marketing strategy, enhance the company's market share in the gas industry, guide the gas company's overall development direction and marketing activities, enhance market competitiveness and achieve the company's long-term development.