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MBA硕士毕业论文_S燃气公司天然气市场推广研究PDF

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天然气作为一种高效、清洁的能源,能够显著的减轻大气环境污染,优化产业 的能源利用格局。当前国家利用行政手段和市场手段大规模推行煤改气的政策,这 给新近成立起来的城市燃气公司带来了空前的大机遇和全新的大发展。在此背景下, HS燃气公司于2014年成立,是经HS县人民政府批准设立,HS县政府依法授予了 HS燃气公司三十年的燃气特许经营权而且HS燃气公司是由省国资委所属大型省直 燃气企业出资设立的一家县级专业从事天然气输送、建设、销售及燃气投资综合利 用的现代化燃气企业,HS燃气公司依托于母公司多年来积累形成的独特的燃气运营 管理经验和行业技术优势,迅速在HS县落地扎根,全方位开展进行以天然气为中心 的市场推广业务。 本文以HS燃气公司为研究对象,针对如何利用当前国家省、市、县各级政府着 力大规模推行煤改气政策的有力时机,抓住本次煤改气的市场机遇,使HS燃气公司 在当地能迅速扩大天然气市场份额而展开。通过对国内天然气市场特别是煤改气发 展的趋势和政策研究、对HS县地形特征、气候特点和经济消费环境的实地调研以及 对HS县各种类型潜在终端用户的问卷调查,利用SWOT分析法、定时定量分析法 和问卷调查法对HS燃气公司从优势、劣势、机会、威胁方面进行分析得出存在的问 题,为HS燃气公司在HS县推广天然气提出一系列对应的推广策略,为新成立的 HS燃气公司能迅速在政策机遇期与天然气当前大发展期,把天然气市场份额做大做 强提供策略支持,从而保障新成立的燃气公司迅速在当地站稳脚跟实现长期的可持 续发展。 关键词 HS燃气公司;市场推广;SWOT;营销策略 III Abstract As an efficient and clean energy source, natural gas can reduce air pollution and optimize the energy utilization pattern of the industry.At present, the state has adopted the administrative means and market means to implement the policy of converting coal to gas on a large scale, which has brought great opportunities and new development to the newly established city gas companies.In this context, HS Gas Company was established in 2014 and was established with the approval of the HS County People's Government. The county government granted the gas company 30 years of gas concession rights according to law.HS Gas Company is a modern gas enterprise specializing in natural gas transportation, construction, sales and comprehensive utilization of gas investment, which is funded by a large provincial direct gas enterprise affiliated to the Provincial State-owned Assets Supervision and Administration Commission.Based on the unique gas operation management experience and industry technology advantages formed by the parent company over the years, HS Gas Company quickly took root in HS County and launched a natural gas-centered marketing business. In this article the research object of HS Gas Company is taken, aiming at how to take advantage of the current strong opportunity of the government at all levels of the province, city, and county to promote large-scale coal-to-gas policies, to seize the market opportunity for coal-to-gas this time, so that HS Gas Company can quickly expand the local market share .Based on the development trend and policy of the domestic natural gas market, especially coal to gas, field research on the terrain characteristics, climate characteristics and economic consumption environment of HS county, and questionnaire survey on various types of potential end users of HS county,the SWOT analysis method, timed quantitative analysis method and questionnaire survey method were used to analyze the advantages, disadvantages, opportunities, and threats of HS Gas Company, and the existing problems were found. a series of corresponding promotion strategies for HS Gas Company to promote natural gas in HS County were proposed.It provides strategic support for the newly established HS gas company to expand and strengthen the market share of natural gas in the policy opportunity period and the current large development period of natural gas, so as to ensure the newly established gas company to gain a firm foothold in the local area and achieve long-term sustainable development. IV Key words HS Gas Company; Marketing Promotion; SWOT; Marketing strategy V 目 录 摘要 ········ I Abstract ····· III 第1章 绪 论 ·············· 1 1.1 研究背景与意义 ···· 1 1.1.1 研究背景 ······· 1 1.1.2 研究意义 ······· 1 1.2 国内外研究现状 ···· 2 1.2.1 国外研究现状 · 2 1.2.2 国内研究现状 · 3 1.3 研究内容 ············· 4 1.4 研究方法 ············· 4 1.5 技术路线 ············· 4 第2章 相关概念和基础理论 ·············· 7 2.1 市场推广理论概述 · 7 2.1.1 市场推广概念 · 7 2.1.2 市场推广策略 · 7 2.2 目标市场营销理论 · 8 2.2.1 市场细分 ······· 8 2.2.2 目标市场选择 · 8 2.2.3 市场定位 ······· 8 2.3 营销组合理论研究 · 8 2.4 SWOT分析理论 ··· 10 第3章 HS县天然气市场环境分析 ····· 11 3.1 HS县概况 ·········· 11 3.1.1 HS县地理位置 ················ 11 3.1.2 HS县地形地貌及气候特点 · 11 3.1.3 HS县经济环境 ················ 12 3.1.4 HS县的交通条件 ············· 12 3.2 HS县天然气市场供应现状 ······· 12 3.2.1 管道气市场现状 ··············· 13 3.2.2 CNG(压缩天然气)市场现状 ··············· 14 VI 3.2.3 LNG(液化天然气)市场现状 ··············· 15 3.3 HS县天然气用户分析 ············· 15 3.3.1 市场调查目的及范围 ········· 15 3.3.2 问卷调查 ······ 16 3.3.3 HS县燃气市场问卷调查结果分析 ·········· 20 3.3.4 HS县天然气市场需求预测分析 ············· 21 第4章 HS燃气公司SWOT分析 ······· 31 4.1 HS燃气公司简介 · 31 4.2 优势 32 4.3 劣势 33 4.4 机会 33 4.5 威胁 34 4.6 战略选择 ············ 34 第5章 HS燃气公司天然气市场推广方案 ·············· 37 5.1 HS燃气公司目标市场选择 ······· 37 5.1.1 HS县城镇用户与乡村用户 · 37 5.1.2 HS县结构类终端用户 ······· 37 5.2 HS燃气公司推广模式 ············· 38 5.2.1 政府主导推广模式 ············ 38 5.2.2 借助园区与乡镇推广模式 ··· 38 5.2.3 借助村委会与乡贤推广模式 38 5.2.4 借助网络融媒体推广模式 ··· 39 5.3 HS燃气公司推广策略 ············· 39 5.3.1 产品策略方面 39 5.3.2 价格策略方面 39 5.3.3 渠道策略方面 40 5.3.4 促销策略方面 41 第6章 HS燃气公司天然气市场推广实施保障措施 ·· 43 6.1 建立科学的开发机制 ··············· 43 6.2 建立完善的激励机制 ··············· 43 6.2.1 人岗匹配,提高工作积极性 44 6.2.2 完善奖金奖励制度 ············ 44 6.3 建立稳定的沟通平台 ··············· 44 6.4 坚持长期对员工业务培训 ········· 45 VII 6.4.1 公司培训计划 45 6.4.2 考核培训结果 45 结 论 ······ 47