本文選題：天然氣 + 營(yíng)銷��； 參考：《電子科技大學(xué)》2014年碩士論文

【摘要】：天然氣作為一種清潔能源在國(guó)民經(jīng)濟(jì)體系中具有十分重要的地位,然而,我國(guó)天然氣利用中還存在區(qū)域市場(chǎng)發(fā)展不平衡、利用效率低下、消費(fèi)結(jié)構(gòu)不合理等問(wèn)題。在天然氣產(chǎn)業(yè)尚未完全市場(chǎng)化的情況下,要想實(shí)現(xiàn)天然氣資源的優(yōu)化配置,需要天然氣銷售企業(yè)重視營(yíng)銷戰(zhàn)略與實(shí)施,才能夠進(jìn)一步促進(jìn)國(guó)民經(jīng)濟(jì)和區(qū)域經(jīng)濟(jì)健康發(fā)展、天然氣產(chǎn)業(yè)協(xié)調(diào)發(fā)展。本文首先回顧了國(guó)外天然氣企業(yè)營(yíng)銷戰(zhàn)略的發(fā)展歷程,然后深入分析了A公司面臨的內(nèi)外部形勢(shì),得出了其SWOT綜合分析結(jié)論;在此基礎(chǔ)上,構(gòu)建了A公司的天然氣營(yíng)銷戰(zhàn)略與實(shí)施措施。通過(guò)研究得出的主要結(jié)論及取得的主要成果:一是A公司發(fā)展優(yōu)勢(shì)大于劣勢(shì),在克服不利因素的基礎(chǔ)上能夠?qū)崿F(xiàn)良性發(fā)展;二是A公司天然氣發(fā)展戰(zhàn)略規(guī)劃具備現(xiàn)實(shí)性和可操作性。本文利用項(xiàng)目分析法和區(qū)域分析法,對(duì)市場(chǎng)范圍內(nèi)的天然氣利用項(xiàng)目和用氣量進(jìn)行了規(guī)劃,并根據(jù)建立的目標(biāo)市場(chǎng)評(píng)價(jià)指標(biāo)體系進(jìn)行評(píng)價(jià);三是針對(duì)A公司提出的天然氣營(yíng)銷措施比較合理。本文提出的大部分營(yíng)銷措施已經(jīng)應(yīng)用于企業(yè)發(fā)展實(shí)踐,對(duì)市場(chǎng)風(fēng)險(xiǎn)進(jìn)行持續(xù)跟蹤評(píng)價(jià),有力地指導(dǎo)了公司天然氣營(yíng)銷工作;四是通過(guò)規(guī)劃指導(dǎo)的區(qū)域市場(chǎng)發(fā)展,實(shí)現(xiàn)了資源的優(yōu)化配置,天然氣利用項(xiàng)目的合理布局,促進(jìn)了天然氣產(chǎn)業(yè)上中下游各環(huán)節(jié)的協(xié)調(diào),為地方經(jīng)濟(jì)發(fā)展做出了較大貢獻(xiàn)。本文的創(chuàng)新之處在于:一是提出了A公司的天然氣營(yíng)銷戰(zhàn)略和目標(biāo)市場(chǎng)評(píng)價(jià)指標(biāo)體系與模型。二是建立了A公司天然氣營(yíng)銷戰(zhàn)略體系。本文利用經(jīng)濟(jì)學(xué)、管理學(xué)等理論知識(shí),利用SWOT、統(tǒng)計(jì)分析、對(duì)比分析、指標(biāo)評(píng)價(jià)等工具,構(gòu)建了一套天然氣銷售企業(yè)制定其營(yíng)銷戰(zhàn)略的方法體系,對(duì)于類似企業(yè)具有較強(qiáng)的參考價(jià)值。
[Abstract]:As a kind of clean energy, natural gas plays an important role in the national economic system. However, there are still some problems in the utilization of natural gas in China, such as unbalanced development of regional market, low utilization efficiency, unreasonable consumption structure, and so on. Under the condition that the natural gas industry is not completely market-oriented, in order to realize the optimal allocation of natural gas resources, it is necessary for the natural gas sales enterprises to attach importance to the marketing strategy and implementation in order to further promote the healthy development of the national economy and regional economy. The natural gas industry develops harmoniously. This paper first reviews the development course of foreign natural gas enterprise marketing strategy, then deeply analyzes the internal and external situation faced by company A, and draws the conclusion of its SWOT comprehensive analysis. Build A company's natural gas marketing strategy and implementation measures. Through the main conclusions of the study and the main results obtained: first, A company's development strengths are greater than weaknesses, on the basis of overcoming the adverse factors can achieve healthy development; Second, A company's natural gas development strategy planning has reality and operability. In this paper, project analysis and regional analysis are used to plan the natural gas utilization projects and gas consumption in the market, and the evaluation index system is established according to the established target market evaluation index system. Third, the natural gas marketing measures proposed by A Company are more reasonable. Most of the marketing measures proposed in this paper have been applied to the practice of enterprise development, continuously tracking and evaluating the market risks, and effectively guiding the natural gas marketing work of the company; fourthly, the regional market development guided by the planning, The optimal allocation of natural gas resources and the rational distribution of natural gas utilization projects have promoted the coordination of all links in the upper middle and lower reaches of the natural gas industry and made great contributions to the development of local economy. The innovations of this paper are as follows: first, the natural gas marketing strategy and target market evaluation index system and model of company A are put forward. Second, set up A company natural gas marketing strategy system. Using the knowledge of economics and management, using SWOT, statistical analysis, comparative analysis, index evaluation and other tools, this paper constructs a set of natural gas sales enterprises to formulate their marketing strategy system. For similar enterprises have a strong reference value.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.22;F274

【共引文獻(xiàn)】

相關(guān)期刊論文 前1條

1 王良錦;馮琦;嚴(yán)曦;文雯;;油氣田企業(yè)踐行天然氣調(diào)峰合理職責(zé)探討——以川渝地區(qū)為例[J];天然氣技術(shù)與經(jīng)濟(jì);2014年05期

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本文編號(hào)：2052341