Research On The Marketing Strategy Of Dezhou Kunlun Energy Co.Ltd.

This thesis studies marketing strategy,throughout the study of natural gas related marketing concepts and theories,combined with the literature research,using literature research,survey method,case study method to Texas kunlun gas company.The study of gas energy research to a concrete enterprise has certain innovation.In the introduction and the related theoretical part,in view of the specific issues of consulting a large number of literature data,the research status and marketing of natural gas in recent years involved in the concept and theory of the proper interpretation and explanation are put forward.In the theme section of the paper,firstly analysis the characteristics of gas products,irrefragable,alternative,according to its monopoly characteristics,such as the limited pricing features,analysis of natural gas marketing has unique characteristics.Then using PEST and SWOT analysis method to Texas kunlun gas co.,LTD.,the strategic environment faced by energy analysis,the policy support,social acceptance,under the background of increasing demand,the natural gas market would still has a great development.Next,take the American enron corporation and Spain's lepso company as an example to study the natural gas marketing strategies of foreign energy giants,and summarize the implications they bring to us.Combining with the strategic environment analysis,by identifying the target market,product strategy,pricing strategy,promotion strategy,channel strategy,relationship marketing,brand marketing such as marketing strategy for the Texas Kunlun energy gas co.,LTD.,formulate the overall marketing plan,and in view of the organization,mechanism two aspects,such as the five measures are put forward.To sum up,the natural gas market development in the future is still good in stability,through the analysis we can see the Texas Kunlun energy gas co.,LTD can take active marketing strategy,seize opportunities,expand the market,but at the same time,enterprises need to pay attention to foreign natural gas price advantage.Facing the pressure of competition,Texas kunlun energy needs to control the vicious expansion of the natural gas market.Based on their construction and reserve capacity,according to the market supply and demand,consumer demand as the core,it has the characteristics of the green road to development.