Research On The Value-added Service Marketing Of C Gas Company

The early city gas enterprises had franchise rights,huge gross profit connection fees,unique natural monopoly characteristics,and the introduction of environmental protection policies such as "coal to gas" in recent years,energy structure adjustment,and industrial structure optimization reform,natural gas in China.The energy market has entered a "golden age." With the overall changes in the economic situation,various gas-related systems and rules have been introduced,and the original gas market order has been broken.Traditional city gas companies seek new developments for breakthroughs and ensure the sustainable development of gas companies.They need to explore differentiated operations,market and customer segmentation,and carry out value-added services to transform and upgrade product services and expand new business areas.This paper attempts to analyze the service and operation status of C gas companies.The existing customer value service is still in its infancy,and the gas companies have insufficient service awareness and service and service products can not meet the needs of existing users.Compared with the power and telecommunications enterprises in the public service industry,it is particularly weak in the service,and the feasibility of value-added services is found.Based on a large number of customer information data of gas companies,customer segmentation based on customer value,fully explore the analysis of customer service demand of city gas,determine the target market customer category and design value-added service products that meet the needs of gas customers,such as gas appliances,Gas insurance,kitchen supplies and other services.In combination with the service marketing mix strategy,through the analysis of the marketing environment and the implementation of safeguard measures for risk development,design a complete gas value-added service to guide the gas company to carry out related value-added service marketing business,and realize the service upgrade and transformation of the city gas enterprise.This paper takes the C gas enterprise value-added service as the research background,and uses the literature research method to analyze the customer value theory collected by the institute,the energy-related customer value evaluation method,the service marketing and marketing strategy literature,and to optimize the city gas service marketing.Designed value-added services provide a theoretical basis.Through case analysis,the value-added services of power and telecommunications enterprises in the public service industry,combined with the characteristics of the gas industry,provide reference for value-added services of gas enterprises.Through the feasibility analysis of C gas company's value-added service marketing,the C gas company's customer value evaluation framework is established,and the customer information is segmented by customer information todetermine the target market customer type.Through the mining of potential customers' needs,we will carry out value-added service product design,and formulate C gas company value-added service marketing combination strategy according to 7Ps,and formulate corresponding implementation safeguard measures for possible operational obstacles and risks.The conclusions of this paper can provide theoretical support for gas companies to develop value-added services,and can also provide reference for other energy industry to carry out value-added service marketing.