Research On Marketing Strategy Optimization Of PC Business Of BY Company’s LNG Gasification Station

LNG stands for Liquefied Natural Gas,which stands for Liquefied Natural Gas.LNG has less impurities,and full combustion produces CO2 and H2 O.As a low-pollution fuel,it can protect the environment and reduce the pollution of the city.LNG is easier to transport than compressed natural gas,with a liquid-to-gas ratio of about 1/625.With the promotion of“Double carbon” target and the adjustment of energy structure,the LNG market has a bright future.LNG is mainly used in the following aspects:automotive fuel,urban gas,industrial applications.Compared with fuel oil,LNG is more environment-friendly and safe,and more efficient and economical than charging.LNG can play the role of peak shaving in city gas.In industrial applications,LNG is more efficient and environmentally friendly than conventional fuels.Promoting the development of LNG industry is of great significance for realizing the“Double carbon” target of our country.In addition,the consumption of natural gas in our country is very unbalanced.In order to ensure production and life,the government requires to increase the construction of gas storage and peak shaving facilities.The application of LNG in automobile fuel mainly uses LNG filling station,while the application of LNG in city gas and industry depends on LNG gasification station.At present,the LNG gasification station industry in our country develops very quickly,the technology and technology are mature,and all the supporting equipment have been made in China.Enric(Bengbu)compressor Co.,Ltd.(short for BY)is a traditional compressor manufacturers.In 2018,it began to develop the PC(Procurement and Construction)business of LNG vaporization station.Due to the late entry into the field of LNG vaporization station PC,the industry competition and the lack of effective marketing strategy,the development of PC business in clam pressure LNG vaporization station has met many difficulties.This paper analyzes the PC business of LNG vaporizing station,optimizes the original marketing strategy,and makes the PC business of LNG vaporizing station develop continuously and healthily.First of all,this paper describes the general situation of PC Business of LNG gasification station in BY company and finds out the problems of PC business of LNG gasification station in product,Price,promotion and channel marketing strategy.Secondly,the PEST model is used to analyze the external environment of LNG gasification station’s PC business,and the internal capability is analyzed through technology,products and so on.On this basis,the 4P marketing theory is applied to optimize the PC business marketing strategy of the LNG gasification station in mussel,and the guarantee measures are put forward.The research shows that the PC business of BY LNG gasification station needs to optimize its product strategy,Price Strategy,promotion strategy and channel strategy.And through technology,organization,financial measures to ensure the effective implementation of marketing strategy.Through the above-mentioned optimization strategy and safeguard measures,the PC business of BY LNG gasification station will get better development.Finally,the conclusion of this paper,looking forward to the future research direction and put forward the shortcomings of the study.