Research On Service Marketing Strategy Of A Gas Group

Energy is an important support for human and social development.As an important part of China’s public utilities,the importance of gas is further highlighted.In recent years,with the continuous advancement of market economy in China,the national energy strategy and industrial structure have been adjusted accordingly.While the gas industry has developed rapidly,the competition has become extremely fierce.As a franchised natural gas supply enterprise in City A,A Gas Group has seriously restricted its market vitality and competitiveness due to system and other reasons,and has a certain gap with the expectations of the market and users.This paper summarizes the development process and current situation of service marketing in gas industry.With PEST,it analyses the macro-and industrial environment characteristics of A Gas Group’s development and explains the current situation,problems and shortcomings of service marketing,mainly as follows: the current service marketing system is not perfect enough,the service is not in place,resulting in poor marketing effect need to be improved and perfected,imperfect hardware facilities,lack of in-depth analysis of user needs,and lack of extensive brand publicity.Based on 7PS Theory,this paper puts forward optimization suggestions and safeguard measures for A Gas Group’s service marketing strategy,including: service strategy classification,introduction of strategic investment,talent incentive assessment,implement the responsibility system and service assessment system.The research results have important value for A Gas Group,improve the marketing management mode and service marketing efficiency of enterprises,and also provide reference for other gas enterprises or municipal industries in formulating marketing strategies.