| At present,the energy crisis of the world is becoming more and more prominent.The awareness of environmental protection among countries and nationals is increasing.The voice of developing a low-carbon economy is becoming stronger and stronger.A variety of clean energy are competing.In comparison,non-polluting new energy natural gas is more affected.Favor.Liquefied Natural Gas(LNG)is economic,high quality,clean and convenient in all natural gas types,and plays an important role in creating a green ecological environment and vigorously developing a green economy.Since 2013,China has begun to increase the price of natural gas used by non-residents.This policy has gradually increased the cost of using LNG,and the terminal operating costs have also increased.Due to the increase in production costs,a series of economic problems have followed,resulting in a gradual decrease in the demand for LNG filling stations and some industrial users,resulting in overcapacity and a situation of oversupply.I n addition,as the barriers to entry in the industry are declining,more and more companies are entering the industry,and competition is becoming increasingly fierce.In order to make the enterprises in the LNG industry develop rapidly,standardize the industry rules and regulations,and support the healthy development of the national new energy industry,the research in this paper is of great significance.This paper selects Kunlun Energy Co.,Ltd.,aiming to use the 4P marketing strategy and the Porter Five Force model to analyze the internal environment and external environment faced by Kunlun Energy Co.,Ltd.and the status quo of marketing strategy.The problems existing in the company’s marketing strategy and its causes.The main problems of Kunlun En ergy’s marketing strategy are: LNG products have a single category,and no diversified products have been developed to meet market demand.Due to fierce market competition,the homogenization of LNG products is serious.The LNG price is not controlled by t he government and lacks flexibility;the price set by the regulator is too high,which leads to the over-pricing of LNG products on the market.The market channel strategy is not subdivided.The company does not make sub-divisions when conducting market layout,and does not make scientific sales plans for specific situations;the channel strategy is single,and there is no subdivision for various customers.The marketing strategy and sales model are backward,and the green concept promotion method is not em phasized.The promotion model is not market-oriented.The main causes are product cost increase,product production process is complicated,product positioning is not clear;market competition is fierce,the government has strict price control,regional de velopment market is not balanced;products are too single,the overall quality of marketing personnel is not high;overcapacity is serious,promotion The concept is backward.Finally,it puts forward the following four aspects: improving product quality,carrying out LNG projects,LNG deep processing and derivatives.Scientific and reasonable pricing and market net return pricing;Through partners’ control of provinces and cities,direct development of terminal sales markets,good communication with channel members,effective evaluation of channel schemes,and expansion of recruitment channels for marketing personnel;improve the incentive system for marketing personnel,actively expand new customers,create a good corporate image and other improvement sugge stions. |
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