南昌燃气公司天然气市场营销策略研究

南昌燃气公司天然气市场营销策略研究 摘 要 近些年来,由于受到气源瓶颈制约南昌市燃气公司的用户市场一直得不到大 发展,随着西气东输二线、川气东送等工程的陆续开工,天然气入赣的节奏逐渐 加快,将给燃气公司带来前所未有的市场机遇与挑战。 自 2003年改制以来,南昌市燃气公司经过不懈的努力,已形成昌北、昌东、 昌南及南昌县管网格局,通过外延拓展取得了新建县城区、白水湖工业园区的管 道燃气特许经营权,管道燃气的“一张网”正在逐步形成。 本文运用市场营销相关理论,以南昌市燃气公司为研究对象,运用定性和定 量的研究方法,结合该公司的实际案例和真实数据,对困绕南昌市燃气公司的规 模经营创新提出了较完整的解决。本文首先对南昌市燃气公司的经营环境分 析入手,在结合天然气入赣给南昌市燃气公司带来的市场机遇前景论证分析,对 燃气市场细分的发展趋势和市场容量做出预测,并根据细分市场状况制定了相关 的产品定位。在前面一系列分析和研究的基础上,提出了南昌市燃气公 司的 营销策略,并根据公司的具体情况,分析实施中存在的具体问题,提出增强公 司参 与市场竞争能力的具体策略。加强营销管理,构建营销体系,积极学习国内外 优 秀的营销经验,提高公司整体营销水平。 本文尝试着运用市场营销的基本理论,结合市场实际,详细分析南昌市燃气 行业的竞争情况、用户的用气习惯与偏好,运用迈克?波特的竞争优势理论对 南昌市 燃气公司在营销上的不足之处进行辨别,进而提出符合该公司实际情况的营 销组合 策略。关键词:南昌市燃气公司 市场细分 营销策略1 Abstract In recent year ,the consumer market of NanChang Gas Company hasn’t developed rapidly because of the lack of gas resource. NanChang Gas Company now is facing unprecedented opportunity and challenge ,along with the transportation project of natural gas from west to eastNanChang Gas Company has formed Changbei,ChangDong , Changnan and the Nanchang County pipe network and obtained gas franchise rights in the Xinjian County city and the baishui lake industrial areal pipeline since system changed in 2003. A net of pipeline gas has been forming graduallyThis article takes the Nanchang gas Company as the studyobject ,supplies solution for Nanchang Gas Company's large-scale management innovation according to managentment case and date from the enterpriseThis article analyzes business condition of Nanchang Gas Company , analyzes the opportunity prospect that Nanchang Gas Company will face after natural gas enters Jiangxi, predicts the trend of the gas subdivided market and maket capacity, formulates products targeting. Basing on a series of analyses and research, the paper studies the Nanchang Gas Company's marketing strategy. The paper studies marketing strategy of Nanchang Gas Company,and analyses question Nanchang Gas Company faces, supplies specific measures to enhance competition ability of company participation in the marketStrengthens the management, constructs marketing system, studies the domestic and foreign outstanding marketing experience positively, raises the company overall marketing levelThis article attempts to utilize the basic theory of marketing to analyse competition in Nanchang gas industry, the user's habits and affection. The theory of Competitive Advantage is utilized in this article to identificate the inadequacy in gas marketing of Nanchang Gas Company ,then Combined marketing strategythat meet Nanchang Gas Company company actual situation is proposed Key word:NanChang Gas Companysubdivided marketmaketing strategy2 目 录 1. 绪 论????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????1 1.1 研究背景及研究意 义?????????????????????????????????????????????????????????????????????????????????1 1.1.1 研究背 景??????????????????????????????????????????????????????????????????????????????????????????????1 1.1.2 研究意 义??????????????????????????????????????????????????????????????????????????????????????????????2 1.2 研究内 容????????????????????????????????????????????????????????????????????????????????????????????????????3 1.3 研究方 法????????????????????????????????????????????????????????????????????????????????????????????????????5 2. 相关理论综 述????????????????????????????????????????????????????????????????????????????????????????????????????????6 2.1 市场营销理 论?????????????????????????????????????????????????????????????????????????????????????????????6 2.2 竞争优势理 论?????????????????????????????????????????????????????????????????????????????????????????????7 2.3 绿色营销理 论???????????????????????????????????????????????????????????????????????????????????????????10 3. 南昌燃气公司营销环境分 析???????????????????????????????????????????????????????????????????????????????12 3.1 宏观环境分 析???????????????????????????????????????????????????????????????????????????????????????????12 3.1.1 中国燃气行业发展历 程?????????????????????????????????????????????????????????????????????12 3.1.2 燃气市场容量分 析????????????????????????????????????????????????????????????????????????????13 3.1.3 燃气行业目前的竞争环 境?????????????????????????????????????????????????????????????????17 3.2 微观环境分 析???????????????????????????????????????????????????????????????????????????????????????????21 3.2.1 企业内部环 境????????????????????????????????????????????????????????????????????????????????????21 3.2.2 天然气各类用户用气量预 测?????????????????????????????????????????????????????????????23 3.2.3 各类用户用气不均系数的确 定?????????????????????????????????????????????????????????28 3.2.4 南昌市天然气供气模式和需求量预 测?????????????????????????????????????????????30 3.2.5 公 众???????????????????????????????????????????????????????????????????????????????????????????????????31 4. 南昌燃气营销现状、问题及原因分 析????????????????????????????????????????????????????????????????34 4.1 南昌燃气营销现 状???????????????????????????????????????????????????????????????????????????????????34 4.1.1 南昌燃气市场概 况????????????????????????????????????????????????????????????????????????????34 4.1.2 南昌燃气销售机构及营销人员结 构?????????????????????????????????????????????????35 4.1.3 南昌燃气销售业务流 程?????????????????????????????????????????????????????????????????????36 4.2 问 题??????????????????????????????????????????????????????????????????????????????????????????????????????????39 4.2.1 销售模式落 后????????????????????????????????????????????????????????????????????????????????????39 4.2.2 燃气消费结构不合 理????????????????????????????????????????????????????????????????????????40 4.2.3 未实施系统的市场营 销?????????????????????????????????????????????????????????????????????41 4.3 原因分 析??????????????????????????????????????????????????????????????????????????????????????????????????41I 4.3.1 树立支持和培育燃气市场发展 的观念?????????????????????????????????????????????41 4.3.2 客观考核和评价企 业????????????????????????????????????????????????????????????????????????41 4.3.3 公开价格调整程 序????????????????????????????????????????????????????????????????????????????42 4.3.4 对现有燃气供应市场进行调 整?????????????????????????????????????????????????????????42 5. 南昌燃气市场细分及战略目标市场选 择????????????????????????????????????????????????????????????43 5.1 市场细 分??????????????????????????????????????????????????????????????????????????????????????????????????43 5.1.1 按燃气市场细 分????????????????????????????????????????????????????????????????????????????????43 5.1.2 按燃气种类细 分????????????????????????????????????????????????????????????????????????????????43 5.1.3 按供应方式细 分????????????????????????????????????????????????????????????????????????????????44 5.2 目标市场选 择???????????????????????????????????????????????????????????????????????????????????????????44 5.2.1 居民用户及商业用户分 析?????????????????????????????????????????????????????????????????46 5.2.2 燃气空调用户分 析????????????????????????????????????????????????????????????????????????????46 5.2.3 天然气汽车用户分 析????????????????????????????????????????????????????????????????????????47 5.3 市场定 位??????????????????????????????????????????????????????????????????????????????????????????????????47 5.3.1 对于不同客户的营销特征分 析?????????????????????????????????????????????????????????47 5.3.2 南昌燃气公司市场定 位?????????????????????????????????????????????????????????????????????48 6. 南昌燃气公司市场营销策 略???????????????????????????????????????????????????????????????????????????????50 6.1 产品策 略??????????????????????????????????????????????????????????????????????????????????????????????????50 6.1.1 倡导绿色能 源????????????????????????????????????????????????????????????????????????????????????50 6.1.2 创立燃气服务品 牌????????????????????????????????????????????????????????????????????????????50 6.2 价格策 略??????????????????????????????????????????????????????????????????????????????????????????????????51 6.2.1 以市场为导 向????????????????????????????????????????????????????????????????????????????????????51 6.2.2 普遍采用的两种定价 法?????????????????????????????????????????????????????????????????????52 6.2.3 南昌燃气销售气价的计 算?????????????????????????????????????????????????????????????????56 6.3 营销渠道策 略???????????????????????????????????????????????????????????????????????????????????????????57 6.3.1 现有的营销渠道设 计????????????????????????????????????????????????????????????????????????57 6.3.2 以产销联盟的组织形式建设渠 道?????????????????????????????????????????????????????58 6.3.3 加强分销渠道管 理????????????????????????????????????????????????????????????????????????????59 6.4 促销策 略??????????????????????????????????????????????????????????????????????????????????????????????????59 6.4.1 改变淡季的促销摸 式????????????????????????????????????????????????????????????????????????60 6.4.2 建立促销评价体 系????????????????????????????????????????????????????????????????????????????60 6.4.3 建立燃气俱乐 部????????????????????????????????????????????????????????????????????????????????62 7. 南昌燃气公司市场营销策略的支撑体 系????????????????????????????????????????????????????????????63 7.1 企业文化改 革???????????????????????????????????????????????????????????????????????????????????????????63II 7.1.1 企业的愿景和个人的目 标?????????????????????????????????????????????????????????????????63 7.1.2 创造积极的共同价值 观?????????????????????????????????????????????????????????????????????64 7.1.3 研究和把握人的需 要????????????????????????????????????????????????????????????????????????65 7.2 创新服务流 程???????????????????????????????????????????????????????????????????????????????????????????65 7.3 加强城市地下管线管 理???????????????????????????????????????????????????????????????????????????66 7.4 实行银行实时代收费系 统???????????????????????????????????????????????????????????????????????67 结 论??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????68 参考文 献???????????????????????????????????????????????????????????????????????????????????????????????????????????????????69 致 谢???????????????????????????????????????????????????????????????????????????????????????????????????????????????????????70 III Contents 1. Introduction???????????????????????????????????????????????????????????????????????????????????????????????????????????1 1.1 Research background and research significance??????????????????????????????????????????????1 1.1.1 Research background????????????????????????????????????????????????????????????????????????????1 1.1.2 Research significance ???????????????????????????????????????????????????????????????????????????2 1.2 Research content?????????????????????????????????????????????????????????????????????????????????????????3 1.3 Research method?????????????????????????????????????????????????????????????????????????????????????????5 2. theories summary???????????????????????????????????????????????????????????????????????????????????????????????????6 2.1 Marketing theory?????????????????????????????????????????????????????????????????????????????????????????6 2.2 Competitive advantage theory?????????????????????????????????????????????????????????????????????7 2.3 Green marketing theory?????????????????????????????????????????????????????????????????????????????10 3. Nanchang Gas Company marketing environment analysis ???????????????????????????????12 3.1 Macroscopic environment analysis????????????????????????????????????????????????????????????12 3.1.1 Chinese gas profession development course????????????????????????????????????????12 3.1.2 Gas market volume analysis????????????????????????????????????????????????????????????????13 3.1.3 Gas competition environment?????????????????????????????????????????????????????????????17 3.2 Microscopic environment analyses????????????????????????????????????????????????????????????21 3.2.1 Enterprise interior environment???????????????????????????????????????????????????????????21 3.2.2 Natural gas user forecast?????????????????????????????????????????????????????????????????????23 3.2.3 Uneven coefficient determination???????????????????????????????????????????????????????28 3.2.4 Nanchang natural gas supply pattern and demand forecast??????????????????30 3.2.5 Public?????????????????????????????????????????????????????????????????????????????????????????????????31 4. Nanchang gas marketing situation, problem and reason ?????????????????????????????????34 4.1 Nanchang gas marketing situation?????????????????????????????????????????????????????????????34 4.1.1 Survey of Nanchang gas market??????????????????????????????????????????????????????????34 4.1.2 Nanchang Gas Company marketing organizationand personnel structure???????????????????????????????????????????????????????????????????????35 4.1.3 Marketing service flow of Nanchang Gas Company????????????????????????????36 4.2 Problem?????????????????????????????????????????????????????????????????????????????????????????????????????39 4.2.1 Backward maketing patterns???????????????????????????????????????????????????????????????39 4.2.2 Unreasonable gas consumption pattern???????????????????????????????????????????????40 4.2.3 Non-system marketing????????????????????????????????????????????????????????????????????????41 4.3 Reason??????????????????????????????????????????????????????????????????????????????????????????????????????41IV 4.3.1 Set up concepts to support and cultivates gas market ??????????????????????????41 4.3.2 Objectively evaluate enterprise???????????????????????????????????????????????????????????41 4.3.3 Public price adjustment procedure??????????????????????????????????????????????????????42 4.3.4 Adjust existing gas supply market???????????????????????????????????????????????????????42 5. Nanchang gas market segmentation and strategic target???????????????????????????????????43 5.1 Market segment?????????????????????????????????????????????????????????????????????????????????????????43 5.1.1 Segmentation according to gas market????????????????????????????????????????????????43 5.1.2 Segmentation according to gas type????????????????????????????????????????????????????43 5.1.3 Segmentation according to supply pattern???????????????????????????????????????????44 5.2 Goal market choice????????????????????????????????????????????????????????????????????????????????????44 5.2.1 Inhabitant users and commercial user analysis????????????????????????????????????46 5.2.2 Gas air conditioning user analysis???????????????????????????????????????????????????????46 5.2.3 Natural gas automobile user analysis ??????????????????????????????????????????????????47 5.3 Market orientation?????????????????????????????????????????????????????????????????????????????????????47 5.3.1 Different customer characteristic analysis???????????????????????????????????????????47 5.3.2 Market orientation??????????????????????????????????????????????????????????????????????????????48 6. Nanchang Gas Company marketing strategy?????????????????????????????????????????????????????50 6.1 Product strategy?????????????????????????????????????????????????????????????????????????????????????????50 6.1.1 Initiate green energy???????????????????????????????????????????????????????????????????????????50 6.1.2 Establish gas service brand?????????????????????????????????????????????????????????????????50 6.2 Price strategy?????????????????????????????????????????????????????????????????????????????????????????????51 6.2.1 Market derection?????????????????????????????????????????????????????????????????????????????????51 6.2.2 Two generally used price method????????????????????????????????????????????????????????52 6.2.3 Price computation of Nanchang gas????????????????????????????????????????????????????56 6.3 Marketing channel strategy???????????????????????????????????????????????????????????????????????????57 6.3.1 Existing marketing channel design??????????????????????????????????????????????????????57 6.3.2 Establish production and marketing alliance organization ?????????????????58 6.3.3 Enhance retailing channel management ??????????????????????????????????????????????59 6.4 Promotion strategy????????????????????????????????????????????????????????????????????????????????????59 6.4.1 Change season promotion pattern???????????????????????????????????????????????????????60 6.4.2 Establish the system to evalute promotion???????????????????????????????????????????60 6.4.3 Establish gas club???????????????????????????????????????????????????????????????????????????????62 7. Nanchang Gas Company marketing strategy support system???????????????????????????63 7.1 Enterprise culture reform???????????????????????????????????????????????????????????????????????????63V 7.1.1 Enterprise prospects and individual goal?????????????????????????????????????????????63 7.1.2 Create positive common values???????????????????????????????????????????????????????????64 7.1.3 Study and grasp human's need ????????????????????????????????????????????????????????????65 7.2 Innovate service flow ????????????????????????????????????????????????????????????????????????????????65 7.3 Strengthen the city underground utilities management???????????????????????????????66 7.4 Real-time substitute charge system????????????????????????????????????????????????????????????67 Conclusion????????????????????????????????????????????????????????????????????????????????????????????????????????????????68 Reference??????????????????????????????????????????????????????????????????????????????????????????????????????????????????69 Acknowledge????????????????????????????????????????????????????????????????????????????????????????????????????????????70VI 1. 绪论 1. 绪论 1.1 研究背景及研究意义 当今中国天然气行业从宏观政策环境到行业价值链的每个增值环节无不孕 育 着变革与生机。 天然气是最清洁的商业化的燃料之一。它燃烧时只产生二氧化碳、水蒸气和 少量的一氧化碳。与其他化石燃料不同,天然气燃烧时不产生粉尘和二氧化 硫。 天然气常被称作为过渡性燃料,这意味着在我们开发出可更新的能源之前, 天然 气是对环境最为友好并且容易得到的能源。 1.1.1 研究背景 天然气是世界公认的经济、环保、热效率高的一次性能源。作为一种热值高、 洁净环保的燃气,需求近年呈爆炸增长,被广泛地运用于炊事、采暖、制冷、 发 电、车用以及空调、洗衣、烘干等多个领域,与公众的生活密切相关。 天然气的开发利用对一个地区而言可以被称为一次能源革命,还可带动和促 进相关产业的发展,增加就业机会,促进区域经济和谐地发展。当前,我国经济 持续快速的发