Research On Marketing Strategy Of Floating LNG Receiving Terminal For W Company

As domestic natural gas production can not meet market demand,China needs to import large quantities of LNG from other countries.However,the current LNG receiving capacity can not meet the needs of China’s LNG imports.Speed up the construction of LNG receiving terminals,especially the coastal floating LNG receiving terminal,is the key to solve the domestic shortage of natural gas.LNG receiving terminal is divided into two types: onshore and floating.Onshore LNG receiving terminal has long approval cycle,large investment,long construction period and a large amount of land,while floating LNG receiving terminal has low investment,short construction period,flexible layout,and strong regional and seasonal peak regulation capacity.It is very important to study how to popularize the floating LNG receiving station in our country as soon as possible for solving the problem of insufficient LNG receiving capacity and ensure energy security supply in China.On the basis of literature review,this paper introduces the background,significance and main methods of the research on the promotion of floating LNG receiving terminal,puts forward the main problems of the research,analyzes the supply and demand status of LNG market in China according to a large number of internal data of W company,forecasts the future demand of domestic LNG.Then,it discusses the relevant characteristics of floating LNG receiving terminal,analyzes the actual operation cases of floating LNG receiving terminal in China,discusses the construction,economic comparison and operation mode of floating LNG receiving terminal,and analyzes the external conditions of floating LNG receiving terminal from the perspectives of competitors,target customers and macro-environment.Then,the paper analyzes the current situation,strategic positioning and the existing problems of the W company.Finally,from the aspects of marketing concept,market positioning,target customer selection,customer solutions,etc.,the detailed strategy of W company marketing is put forward,and further issues such as key safeguard measures,internal coordination,risk management and control are further discussed.At present,there is only one floating LNG receiving station under construction in China,so there is a huge space for expansion in the future.This paper is of great significance not only for W company but also for the whole industry to study the marketing strategy of floating LNG receiving terminal of W company in China and puts forward some suggestions about this issue.