Research On Marketing Strategy Of CDTN Company In Chengdu Vehicle Gas Market

With the emphasis on environmental issues,clean energy has received increasing public attention.As is known to all,natural gas has the advantages of less pollutant discharge,lower pollutant equivalent value,less investment,lower unit cost,and safety.Therefore,natural gas plays an important role in the world energy consumption structure.At the same time,the “Thirteenth Five-Year Plan” of Sichuan Province also clearly proposed to promote CNG(Compressed Natural Gas)fuel-based clean energy vehicles in the province.Due to the relative monopoly of the CNG market,traditional CNG operating companies often wait for consumers,and there is no awareness of active marketing at all.They don't have a corresponding marketing system.However,at present,the capacity of Chengdu CNG market has been seriously over-capacity,and has gradually changed from “seller market” to “buyer market”.Then how to use marketing strategy and implement effective innovation to increase the market share of CNG,so as not to be the elimination of the industry is a topic that should be seriously discussed and solved by current CNG operators.Through PEST Analysis,Michael Porter's Five Forces Model and SWOT Analysis,this paper analyzes the macro environment,the meso environment and the internal micro environment of CDTN Company.At the same time,the company's own organizational structure and sales data,marketing status and existing problems have been systematically sorted out to determine the market positioning of CDTN Company,and to combine the existing resources of the company to propose a fully feasible marketing strategy plan in its segmentation field.It is enough to guarantee the design of its marketing strategy.Through research,the paper proposes that the market positioning of CDTN Company should be moved from the “market challenger” to the “market leader”,focusing on the development of the vehicle gas market in Chengdu,and strive to increase the current market share of 30% to 50% in 2020.In terms of products,CDTN Company should expand its source.On the one hand,it will increase the number of suppliers,avoid the one-size and unilateral price increase of the PetroChina side,and expand the capacity of the parent station and the sub-station,and increase the auxiliary gas source to fill the peak.In terms of price,the company should actively negotiate with SiChuan Development and Reform Commission for pricing power.In terms of channels,the company should establish diversified sales channels,and through the heads of market development and customer units to conduct large customers such as bus group and DiDi Company,as well as private customers such as private cars.Standardized refueling service and third-party ancillary services.In terms of promotion,the company launched its own “refueling membership card” to establish consumer brand loyalty through auxiliary services such as stored value,point redemption and refueling privileges.And through the cultivation of all staff marketing,the establishment of the Large Customer Management Center,and constantly improve the employment mechanism,personnel training system,assessment system,etc.,to implement a good implementation of the company's marketing strategy.The active marketing strategy breaks the rigid business style and thinking of the company's original “waiting for the customers” and effectively solves the problems of the old CNG industry's outdated sales model.I hope this article can help the company achieve sustainable development,contribute to the development of Chengdu CNG market,and realize its own value while contributing to the society and country.