A Research For Marketing Strategy Of SYRQ Gas Company

City gas is one of the important public utilities for city development. With the rapid development of market economy in China, policies of energy structure adjustment promoting, the residential environment requirements upgrading, the intensity of policy of environmental protection increasing and the reform of state-owned enterprises deepening, the market development of city gas is facing to challenging and innovative requirements, a rare opportunity for city gas enterprises development is coming now. But the introduction of market competition mechanism breaking the regional monopoly, well-funded national gas enterprises merger and acquisitions expanding their market around, the upstream gas supplier increasing gas supply price year by year and energy prices rationalizing, which create problems for the development and management of city gas enterprises. In this paper, based on the analysis of gas market supply and demand and the analysis of gas consumers, I made a deep research on city gas supply and demand situation and forecast and user consumption structure, and did some analysis on general market environment, such as economic environment, political environment, technological environment, social environment, natural environment, etc.This article analyzes supply, demand and competition of the gas market, and makes in-depth study on the status and forecasts of city gas supply and demand, and makes in-depth analysis of trends in competition. City gas industry is part of the energy market, which belongs to monopolistic competition because of its particularity. There are several aspects of marketing issues, mainly including inaccurate market segments, a single mode of supply of gas products, the lack of specific prices, lower gas pipeline network coverage, lagging gas marketing channel and deficiency of promotional strategy for non-civil users. After market segmentation, target markets of SYRQ gas company should be non-civilian users which have large total consumption, low marketing costs and higher margin, and civilian users which has higher profits of project costs and stable gas law. This paper develops a detailed marketing strategy. For a single mode of supplying of gas products issues, it develops a product strategy of diversified gas products supply and gas application mode. For the lack of specific prices issues, it develops a pricing strategy combining cost-oriented pricing and demand-oriented pricing. For the lagging gas marketing channel construction, it develops a channel strategy of additional gas facilities, business offices, network marketing channel and government marketing channel. For the deficiency of promotional strategy for non-civil users, it develops a promotional strategy of increasing advertising and personnel promotions, establishing a good public relationship and a large customer service management system. This article proposes a set of specific marketing strategies and implementation, which is conforming to the gas industry trends, and improving the marketing situation of SYRQ gas company.