The LNG Marketing Strategy Research Of S Company Based On The Theory Of The Comprehensive Marketing

In recent years,with China's rapidly economic growth,the consumption of national primary energy increase from 3.44 billion ton standard coal since 2010 to 4 billion ton in 2015.The total wattage rise significantly as well,from 4192.3 billion kWh in 2010 to 5550 billion kWh in 2015.According to the "The action plan of energy development strategy" issued by General Office of the State Council,the primary energy consumption reducing to 48 billion standard coal by 2020,the share of natural gas in primary energy increasing to 10%above,the quantity reaching on 360 billion cu m.China's energy structure which is rich coal,meager oil and little gas leading to import LNG become a significant option to expanding gas consumption and optimizing energy structure.Nowadays,market force played an increasingly role in LNG international purchase.Furthermore,in the process of China gas market revolution,the subsistence and development of LNG terminal project become a tough issue.The following question we need to take in consideration.Firstly,the LNG terminal how to follow the trend of marketization.In the second palace,how to adjust operation ideas and models especially in new terminal in developed regions.Last but not least,how to break through traditional market turf and oligopoly.This essay set S company to a research object and base on holistic marketing theory that is analysis the present condition of LNG industry and the S company internal and external development factor.Be figuring out the problem in sales process through by theoretical model and field research.In addition,the essay proposes a series of sales optimization solutions for S company according to internal and external market design.These above process and method in order to help S company improve market share,achieve better economy benefit and social benefit and maximize the shareholder's interests.