Shanghai Dazhong Gas Marketing Strategy

As a regional monopoly of the industry, although going through many times' reform, Shanghai Gas , with a development history for more than 140 years ,has still remained typical traditional model of state-owned enterprises, which results in high cost and low efficiency.Over the past decade, Shanghai's economy has been maintained a high growth rate,which leds to the rapid increase in energy demand,such as naturalgas——a kind of efficient, clean energy.With the completion of natural gassupply resources construction in Shanghai, a new era is coming to speed up the development of natural gas. It's a top priority for Shanghai Gas to think how to make good use of the national energy policy and how to win a head start in future's market competition under the new situation and the ever-changing environment.Focusing on Shanghai Dazhong Gas, one of the three largest gas companyies in Shanghai, the author gives a market re-segmentation, clear company's target markets and positioning by the PEST, Porter's five-force model and SWOT analysis in the company's external and internal environment . Then, the author proposes that marketing mix tools combined with the adjustment of organization structure, services marketing, relationship marketing could be introduced to improve the company's profit structure and achieve a sound development of the enterprise.