Research On LPG Marketing Strategy Of C Company

With the development of economic globalization,the domestic petroleum and liquefiedpetroleum gas industry is becoming more and more market-oriented.As a by-product of petroleum refining process,liquefied petroleum gas has increased rapidly with the expansion of petrochemical industry capacity.At the same time,the emergence of alternatives such as natural gas,dimethyl ether,occupying a large amount of market share,caused a great impact on liquefied petroleum gas market,therefore,the amount of residual liquefied petroleum gas is increasing,the market has already appeared the phenomenon of more serious supply and demand.On the other hand,the expansion of liquefied petroleum gas in industrial use and the development of new green energy have brought new market opportunities for the liquefied petroleum gas sales industry.C company is a state-owned liquefied petroleum gas enterprises subordinate branch,which is responsible for the sales of liquefied petroleum gas products in northeast China.In the face of liquefied petroleum gas market existing opportunities and challenges,in the liquefied petroleum gas industry overcapacity,substitutes and competitors in other companies both at home and abroad,domestic liquefied petroleum gas resources distribution,market price is difficult to control the environment,such as the liquid petroleum gas marketing management of C company has become increasingly difficult.C company dealing with external and internal environment analysis,to find reasons for hindering the development of the company,by improving the company's current marketing strategy,put forward a more optimized solutions,and then seek a new development path for the company.In this paper,C company is the research object,through the analysis of PEST and porter's five forces model and SWOT,we may clarify the macro environment and internal environment of C company.After analysis,we put forward the problems of C company in marketing management such as product strategy,price strategy,sales channel strategy and promotion strategy,for example,the single product line,poor control over prices,and complex distribution channels.Then,And combining with the characteristics of their own company,to the company's target market segmentation and positioning,formulated a series of suitable for the company development plan,Through breakdown products,widen product scope,optimizing the allocation of resources,strengthen the resources circulation flow,follow the direction of the market,the price linkage,strengthen customer management,shorten the industry chain and strengthen network promotion and publicity.Finally,this paper puts forward the corresponding safeguard measures from the improvement of the marketing teamconstruction,the improvement of employee motivation and assessment mechanism and the strengthening of safety management.