Shanxi Guoxing Lishi Company In Coal To Gas Environment Marketing Strategy Research

In recent years,with the increasing efforts in atmospheric environmental management,optimizing the energy structure and improving clean energy supply have become an important mission of China’s energy industry.Especially when the Plan for Comprehensive Control of Air Pollution of Fenwei Plain in 2019-2020 was promulgated,the natural gas consumption of Lvliang District has also increased rapidly.How to further adjust the marketing strategy on the basis of the traditional 4P marketing strategy and the coal-to-gas environment,and respond to the market changes is an urgent problem that urban gas enterprises need to solve under the new situation.Based on the change of natural gas marketing environment in the coal-to-gas environment,this paper puts forward the marketing strategy of Guoxing Gas Transmission and Distribution Co.Ltd(Lishi Branch)’s urban natural gas business based on the 4P marketing theory and the relationship between Guoxing(Lishi Branch)and users.Firstly,the PEST model and porter’s five forces model are adopted to study the marketing environment of the company’s urban natural gas,analyze the relationship between changes of current natural gas market and policies,and judge the marketing environment of Guoxing,so as to establish the basis for the subsequent analysis.Secondly,based on the theory of target marketing and the principle of centralized selection,fast-developed,large-scaled,large-profit town users and point supply users and industry users are selected as the target market of Guoxing(Lishi Branch).Finally,according to the characteristics of the target market,a series of marketing strategies based on 6 P theory are put forward,including: using the local coalbed methane advantage upstream and downstream integration development to enhance the product advantage;vigorously developing unconventional natural gas to implement preferential gas price,differential pricing;establishing channels to meet market demand through marketing,distribution and project cooperative operation mode;realizing product promotion through different ways online and offline;developing new regional relationship with local government based on shareholders to develop new regional market;dealing with public relations and gradually expanding market share.Finally,based on changing the concept of marketing management,cultivating the professional team of marketing,creating the marketing intelligent system,increasing the budget of marketing expenses,and improving the ability of service management as the marketing guarantee.These strategies are closely combined with the changes in the natural gas marketing environment in recent years,with the purpose of promoting the formation of stable and win-win relationship between Guoxing(Lishi Branch)and downstream users,and provide new ideas for the innovation of marketing strategies of natural gas enterprises in long-distance pipelines and in response to market changes.