Optimal Design Of Marketing Strategy For Y Natural Gas Company

Gas industry can bring more value to society,has public welfare,can support the development of the national economy,is an important part of the national economy.China’s gas enterprises are mainly funded by the government,which occupy a monopoly position in the industry and receive more financial subsidies.Gas franchise for the city gas enterprises to provide a great help to survive,equivalent to a protective barrier.Because of this protective right,the management of many gas companies is chaotic,employees are poorly managed,and they do not pay attention to the value of marketing,and they still stay in the operating mode of the planned economy.With the vigorous development of the socialist market economy,more and more energy sources that can replace gas appear in the market.The gas market has also been greatly affected,and the contradiction between supply and demand has become increasingly prominent.This paper takes Y gas company as the research object,uses the relevant theory of marketing management,and uses SWOT analysis method to conduct in-depth research and find out the problems on the advantages,disadvantages,opportunities and challenges of Y gas company’s operating status.Using STP analysis,the gas market of Y County is subdivided,the target market is established,and the market positioning is clearly defined.The following measures are formulated to adapt to the marketing strategy of Y Natural Gas Company: First,innovating marketing management concepts and improving the quality of natural gas products and services;The second is to seek policy support and build a harmonious public relationship;Third,optimize the installation of pipe networks,add gas operating Windows,and implement LNG points for widening marketing channels;Fourth,build a marketing management team to enhance the core competitiveness of the enterprise.The design ideas and methods of this paper are helpful to improve the competitiveness of Y natural gas company in gas market,improve the operating performance of enterprises,so that enterprises can better formulate marketing strategies according to the future development direction,and also provide reference for other gas company marketing strategy optimization.