摘要
摘要
随着人们生活水平的提高，对清洁能源的需求也在日益增加。天然气作为
我国推动经济可持续发展的战略能源，其使用越来越广泛，逐渐应用到人们生
产生活的各个方面，同时，天然气的环保、经济、安全、稳定等特性，已经成
为我国推动能源消费革命、构建清洁低碳能源体系中的重要一环。对于天然气
欧亿·体育（中国）有限公司，由于所经营天然气产品的特殊性，长期以来在生产、运输、储存、销售
等方面受国家管控，欧亿·体育（中国）有限公司的快速发展也面临着诸多的问题，表现在燃气企业营
销模式固化，客户服务有待提高等，这些问题影响天然气企业的效益，并且天
然气关乎民生福祉，天然气企业承担着民生保供职责，改进天然气企业营销策
略也是为了满足民生用气需求，造福大众。本研究旨在提出适用于天然气企业
的营销策略方案，帮助燃气企业更有效的承担保供职责，提高客户服务水平，
增强企业市场竞争力。
本文以 K公司为研究对象，总结 K公司现有天然气营销策略存在的不足，
分析其成因，在此基础上给出更合理的营销策略。首先，运用PEST理论和波特
五力模型分析公司的外部宏观环境和竞争环境，结合 STP理论为公司选择目标
市场，确立市场定位；其次，运用4C营销理论对公司的营销现状进行分析，总
结存在的问题及成因；最后，针对存在的问题提出改进方案。
论文的主要结论包括：欧亿·体育（中国）有限公司内的竞争日渐加剧，K公司应把消费者需求放在
第一位，通过降低消费者的购买成本，为消费者提供便利，以消费者为中心进
行有效的营销沟通；全面提升客户服务质量；还要借力媒体主动宣传。
本文通过探索 K公司天然气业务营销发展策略的新途径，明确 K公司未来
的营销策略和发展方向，在激烈的市场竞争环境中，不断完善天然气营销策略，
提高公司核心竞争力，并对同行天然气公司带来一定的借鉴和帮助。
关键词：K公司；管道天然气；营销策略；4C理论
I
Abstract
ABSTRACT
With the improvement of people's living standards, the demand for clean energy
is increasing day by day. As a strategic emerging energy in promoting sustainable
economic development of China, natural gas is used more and more widely and
gradually applied to all aspects of people's production and life. At the same time, the
environmental protection,economy, safety, stabilityand other characteristicsof
natural gas have become an important part of China to promote energy consumption
revolution and construct clean and low carbon energy system. For the natural gas
industry, due to the particularity of natural gas products, production, transportation,
storage, sales and other aspects have been controlled by the state for a long time, and
the rapid development of the industry is also faced with many problems. In the gas
enterprise marketing model solidification, customer service needs to be improved,
etc., these problems affect the benefit of natural gas enterprises. This study aims to
put forward the marketing strategy optimization scheme suitable for naturalgas
enterprises, to help gas enterprises improve the adhesion degree with customers, so as
to occupy a favorable position in the market.
ThispapertakesKcompanyastheresearchobject,summarizesthe
disadvantages of K company's existing natural gas marketing strategy, analyzes its
causes, and gives the optimized marketing strategy on this basis. Firstly, PEST theory
and Porter's five forces model are used to investigate the external macro environment
and micro environment of the company. Secondly, the 4C marketing theory is used to
analyze the company's business strategy, and the main existing problems and their
specificcauses aresummarized. Finally,theexisting marketingstrategiesare
optimized according to the existing problems.
The main conclusions of the paper include: as the competition in the industry
becomes increasingly fierce, K company should putconsumer demand first. By
reducing the purchase cost of consumers, provide convenience for consumers, and
conducteffectivemarketingcommunicationwithconsumersasthecenter;
II
Abstract
Comprehensively improve the quality of customer service; Take the initiative to
promote the media. In this paper, by exploring the new way of natural gas business
marketing development strategy of K company, the strategic goal and development
direction of K company in the future are clarified. In the fierce market competition
environment, the natural gas marketing strategy is constantly optimized, the core
competitiveness of the company is improved, and the peer natural gas companies are
brought certain reference and help.
Key words: K Company; Pipeline natural gas; Marketing strategy; 4C theory
III