开拓天然气汽车市场的营销策略

TON MARKING TACTICS OF NGV

我国大部分油田已经进入中后期开发阶段，油气剩余可采储量明显减少，吨油成本显著上升，国际油价下跌，严重影响了企业经济效益。为此，油田除了加强成本控制、加大科技投入、加快现代企业制度建设等措施外，更重要的是正在寻求新的经济增长点。大力发展天然气工业，开拓天然气市场将成为研究的热点。重点讨论了ＮＧＶ 的优势、营销策略和运作方法。并指出应充分利用政府行为和市场行为及行业的互补性来开拓ＮＧＶ 市场。在运作方法上，根据用户需求量、用户类型、地理位置、产品特点等来细分市场，并确定相应的目标市场。最后，给出了Ｔ 油田开拓ＮＧＶ 案例。

Most of the oil fields in china have reached the mid-late-stage of production. The obviously decreasing recoverable reserves of the remaining oil and gas, the considerably increasing cost per tone and the dropping of oil price in international markets seriously impact the economic efficiency of the industry. Therefore, what is the much more important to oil fields is to look for new growth point of economy, besides strengthening the control of cost, enhancing investment in science and technology, quickening the modern enterprise system contraction, the future research key point will be quickening up the development of natural gas industry and opening up natural gas market. This article mainly discussed the advantages, marketing tactics and operating ways of NGV. It is pointed out that we should exploit the mutual complementary ability of government behavior and market behavior to develop the market of NGV. As for the operating method, we should have an elaborate division of market and the corresponding target market according to the requirement, types of users, situation of user and characteristics of products. A case study is delivered from oil filed t re development of NGV.