Research On The Marketing Strategy Of CH Gas Company's Value-adder Businsess

In recent years,the country has vigorously promoted the market-oriented reform of the oil and gas system,and the entire natural gas industry chain is facing innovation.As a downstream company in the natural gas industry chain,urban gas companies face four major pressures which are the macro environment,the micro market,industry changes,and cross-industry competition.In the wave of market-oriented reforms,city gas companies have developed value-added business to end gas users and provided diversified products and services,which have attracted much attention from the industry.In the transformation and upgrading of CH company,the development of value-added business is of strategic significance for CH company to improve its marketing capabilities and service level,and to maintain the sustainable development of the company.As a large-scale city gas company,CH is based on its own situation and is actively exploring a value-added business marketing path that is in line with CH.This paper takes CH City Gas Company as the research object,studies and analyzes the problems existing in CH Company's current value-added business marketing strategy under the current economic environment,and proposes optimization measures based on marketing theory.First clarify the research direction through a summary of the existing research on marketing theories,strategies and value-added business.Secondly,analyze the development status of CH company,clarify the problems in the development of value-added business marketing,and analyze the marketing environment of CH company based on the PEST analysis model,Porter's five forces model and SWOT analysis.Then use STP theory to determine that residential users and high-quality non-resident users are the target markets.Finally,by using 4P marketing theory,it is proposed that in the development process of value-added business,it is necessary to fully consider the status quo of the enterprise,business characteristics and customer demands,drive sales through high-quality services,and focus on product strategy,price strategy,channel strategy,and promotion,which are the four aspects of strategy that optimize the marketing strategy of CH City Gas Company's value-added business development.Finally,this paper proposes the following measures to optimize the marketing strategy: optimizing the products around the safe use of gas,providing differentiated products,doing a good job of whole-process tracking services,adopting product portfolio pricing,strengthening channel management and development,speeding up the integration of online and offline channels,and implementing precision marketing with the help of big data,etc.It is hoped that the research results of this article can provide solutions for the optimization of CH company's value-added business marketing strategy,help CH company improve marketing and service levels,provide users with more diversified and higher-quality products and services,and also provide reference for the marketing activities of gas companies in other cities.