Optimization Design Of LPG Marketing Combination Strategy For Kunlun Gas G Company

Kunlun gas G company is a subordinate company of Petro China which is committed to the liquefied petroleum gas sales, after-sales? technical services and other related business. Gas industry and related fields have been run by state-owned monopoly gradually towards mercerization with the adjustment of national industrial policy. Since the supply of domestic LPG resources ability enhancement, natural gas and dimethylether rapid expansion on a large-scale, which leads to the reversal between LPG market supply and demand. The LPG market share is gradually compressed.G company faces a series of major enterprise strategic planning problem such as strategic positioning andmarket development as same as many gas industry enterprises.G company is urgent to readjust company development strategyand comprehensively optimize the company existing marketing mix strategy to adapt to the increasingly fierce competition environment, it is also the key pointof this paper. As the main body of market economic activity, G company should develop a scientific marketing strategy, adapt to the changes in the external environment, grasp the development direction in the future, draw its growth blueprint in the long run, stand in an impregnable position in the intense market competition.This paper is based on the theory ofmodern marketing and takes Kunlun gas G companyas the research object which is comprehensively analyzes through the LPG market environment domestic and abroad and the development of internal and external environmental factors which influences G company.Through the SWOT matrix model and situation of product sales in past3years,problems in G company’s marketing mix strategy have been found. Accorrding to these, a series of marketing mix strategy of optimization method for G companyin the fields of product strategy, pricing strategy, promotion strategy and channel strategy which could improve the marketshare and control and createa good economic and social benefits through implementing maintenance and pioneeringmarketing, promot the brand image, develop deep processing products vigorously, establish the perfect marketing channel and system, implement effective promotional methods have been put forward.