Research On The Optimization Of Natural Gas Business Marketing Strategy Of A Energy Group

Since my country implemented the supply-side structural reform,the domestic energy structure has begun to change.In the past,coal and oil were the main energy structure.The proportion of clean energy consumption such as natural gas,wind and nuclear energy has gradually expanded,and it is gradually becoming the mainstream part of the energy market.For a long time,the development quality of domestic natural gas remain at a low level :on the one hand,due to the insufficient supply of domestic natural gas resources,the energy status is not valued;on the other hand,because the state has implemented strict control measures on energy,restraining the market's allocation of resources.As for natural gas companies,most domestic natural gas companies have long implemented production,sales and operation policies that are controlled by the state.They have poor internal governance capabilities and lack of market vitality severely,which also affects the further development of the entire energy industry.The purpose of this research is to propose a marketing strategy optimization plan suitable for natural gas companies,which will help domestic natural gas companies regain their market competitive advantages.This research is based on the background of state-owned enterprise reform,combined with the trend of domestic energy structure reform,taking Shanxi A Energy Company as an example,to discuss the problems in the company's natural gas business marketing and the design of marketing strategy optimization programs.The paper adopts case analysis method and literature research method.Based on the analysis of the current situation and problems of A Energy Company's natural gas business marketing,combined with classic domestic and abroad marketing theories,it draws a marketing strategy optimization plan suitable for A Energy Company's natural gas business,including marketing channels,product pricing,product mix and marketing strategies,etc.,and put forward safeguard measures for the optimization of marketing strategies.The main conclusions of this thesis include: A Energy Company's natural gas business should re-position the market,through multiple combinations and classification optimization of products,to find out different product supplies suitable for civil,industrial and public sectors.At the same time,on the basis of government pricing,a flexible pricing mechanism should be implemented,and price leverage should be used to actively control market behavior in order to maximize benefits.In addition,natural gas companies should step out of the administrative system,exploring new marketing channels actively,combing the "traditional + Internet" model,and explore new development paths to achieve the unification of economic and social benefits ultimately.This research explores a new path for the development of A Energy Company's natural gas business marketing strategy under the background of market reforms,which will help large state-owned energy companies break the constraints of the original system and thinking,and use their own advantages to implement marketing strategy optimization programs actively.The marketing strategy optimization plan and supporting measures have research value to A Energy Company,but also have certain reference value for the marketing practices of similar companies.