Research On Service Marketing Strategy For Beijing Gas

Natural gas is a source of green energy that is known with fine quality,low carbon content,and high efficiency.Along with the change of domestic energy structure,optimization of industrial structure,and the launch of environmental policy,natural gas became more competitive in domestic energy market.However,affected by the falling of international petroleum price,as well as the price adjustment of the domestic natural gas,the consumption growth of natural gas in China was considerably slow,while competition among suppliers increased significantly.As the supply exceeds demand,natural gas is now in the “buyer's market”.Thus municipal natural gas enterprises are now facing both challenges and opportunities.This article consisted of a study on Beijing Gas.Beijing Gas,as an important public support enterprise,focused more on safety production than on customer service management,resulted in a weak awareness of service marketing.Through an analysis of existing marketing condition in Beijing Gas,a total of four problems were summarized.The analysis was conducted in eight categories:customer,cost,convenience,communication,people,physical evidence,process and satisfaction.Problems summarized included low level of sales management,non-optimization of customer service system,non-widened communication path,and non-uniform customer service manners.An in-depth analysis of service marketing environment in Beijing Gas was provided in this article based on the marketing condition and main problems outlined above.An analysis of macro-environment of the corporation market as well as micro-environment of the industry was provided utilizing PEST method and Michael Porter's Five Forces Model Analysis method.In addition,SWOT model was utilized to analyze in detail the competition strength,weakness,opportunities and threats within the Corporation.In addition,two service marketing strategies,STP strategy and service marketing strategy,were proposed to Beijing Gas via a combination of the analysis and records review.According to the social liability of the Corporation,a balanced marketing strategy should be adopted,in the meanwhile,continuously widen the targeted market to promote profit.Marketing strategy is proposed from seven aspects: customer,cost,convenience,communication,people,physical evidence,and process control.A discussion of implementation feasibility is also included from four aspects:organization structure,human resources,technical support and system establishment.