Research On Channel Construction Of SHENZHEN GAS CORPORATION LTD

As the world’s energy problems become more and more prominent, as well as the increasing environmental problems, people are gradually aware of the importance of clean new energy. As a population and economic powers, China eager to expand the scope of application of new energy and national " Thirteenth Five" planning put the energy issues as the focus of the present, which means a lot to the domestic energy market trends, new energy development and application. Therefore, the future development trend of energy companies is not only related to their own interests, but also related to the national economy and the people’s livelihood.Now, the state will continue to increase the importance of energy issues, people are gradually aware of importance of energy, energy companies have to follow the trend, combining its own development with the national plan, adjusting their own development mode, to seize the opportunity, implementation spans type development; otherwise, it will only be eliminated by society. In the company strategy of energy enterprises, the channel strategy occupies a decisive position, the strategic objectives of the company needs the cooperation of channel strategy to achieve.This paper takes Shenzhen Gas Group as a case, using the method of literature research, theoretical research and other methods, based on reading a lot of literature materials, to do a thorough analysis the Shenzhen Gas Group’s channel model. First,this paper summarizes the theory of marketing channel theory, and the influencing factors of the distribution channel, to have a certain understanding of the theoretical framework of the whole. Then this paper analyzes the development situation of Shenzhen Gas Group in the industry background, Shenzhen Gas Group existing channel mode and channel management mode, use the research on PEST theory and SWOT analysis method of Shenzhen Gas Group situation and achieve mutual understanding; finally combining Shenzhen Gas Group’s strategic positioning, its strategic goal with the actual situation, the channel level and the channel width is improved, find out the disadvantage of the direct channel and indirect channel mode, and puts forward the improvement opinions.Although this paper is a case study of Shenzhen Gas Group, but the significance of the study is not limited to help the development of Shenzhen Gas Group, it has a certain reference value for the development of the entire gas industry company. It can help the companies in gas industry to understand the characteristics of Chinese gas industry channels and the development direction in future.