| As an important energy security unit in Beijing,Beijing Gas Group bears great political responsibility.Under the background of natural gas marketization,the service management mode formed by natural monopoly can not meet the growing market demand.Enterprises need to innovate in service mode urgently.In this paper,the influence of natural gas marketization on the domestic gas industry and how urban gas enterprises adapt to the changing needs of users are taken as the main research lines.According to the theory of customer relationship management,the service mode of Beijing Gas is analyzed and studied by using Porter's Five Forces Model and SWOT Analysis Model.As the largest single city gas supplier in China,the original service management mode of Beijing Gas is not compatible with the market environment,especially the needs of users.There are shortcomings in service strategy landing,customer relationship management,service quality management,internal marketing management,brand management and so on.It is pointed out that under the background of natural gas market,Beijing Gas Group has great industry leading advantages and industry development potential,but it also faces great challenges.Based on PEST and Mc Kinsey 7S analysis model,this paper aims at the above problems to construct a strategic positioning of service-oriented enterprises which provide users with safe and stable natural gas supply as the main line and customer demand-oriented,improve the management mechanism of customer service demand,optimize service product mix,adjust service-oriented management structure,integrate information management system,strengthen internal marketing and brand management.In order to build a comprehensive and grid service management mode of Beijing gas industry,to enhance the core competitiveness of enterprises,and then effectively solve the problem that the service mode of urban gas enterprises does not meet the needs of users. |
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