新形势下中国天然气营销体系建设探讨

A discussion on the construction of China's natural gas marketing system under the new situations

随着我国天然气产业的快速发展,天然气营销体系有待于进一步的调整和完善,在天然气市场快速增长、基础设施开放、营销主体多元化、价格市场化等行业发展的新形势下,亟待建设适应新形势的天然气营销体系,以助推天然气市场化发展迈入新阶段。为此,梳理了我国天然气营销发展历程,分析了天然气营销发展的特点以及存在的问题,探讨了天然气营销体系发展面临的形势:①我国天然气营销体系发展存在着市场缺乏有效的调动机制、营销经营价值没有体现、下游零售环节市场细分尚不充分、上游销售直供困难重重等问题;②面临着天然气市场进入新一轮快速增长期,基础设施开放、营销主体多元化成为必然,价格市场化机制逐步形成等新形势。进而从现有天然气市场营销实际发展的角度出发,提出了在新形势下建设适应市场化的天然气营销体系的发展思路及措施建议:①从以产品为中心向以客户为中心转变,运用现代市场营销理论,基于天然气市场产品、价格、渠道、促销四大市场营销关键要素,构建以营销战略规划、市场价格、销售管理、营销渠道、市场营销信息、客户服务为主的专业化、独立化的营销系统;②将营销行为和客户服务紧密结合,把天然气客户所需融入企业营销过程中,使天然气销售更能适应市场发展需要,促使天然气市场环境更加公平和充满活力。

With the fast development of natural gas industry in China,the natural gas marketing system needs further adjusting and improving.In the new situations with rapidly growing natural gas market,opened infrastructure,multiple marketing agents,market-oriented prices and so on,it is in urgent need to construct a natural gas marketing system which is suitable for the new situations so as to push the natural gas market into a new stage.In this paper,the development history of domestic natural gas marketing was reviewed,the development characteristics and problems of natural gas marketing were analyzed,and the situations that the development of natural gas marketing faces were discussed.And new situations mainly include the following two aspects.First,the development of natural gas marketing system in China is faced with a series of difficulties.For example,the market lacks effective mobilization system,the marketing operation value is not embodied,the market division of the downstream retail sector is not sufficient and the direct supply of the upstream sales is difficult.Second,the natural gas market is running into a new round of fast growth,opened infrastructure and multiple marketing agents are inevitable,and market-oriented price system is gradually formed.Finally,in view of the actual development situations of natural gas marketing,the development ideas,measures and suggestions for the natural gas marketing system to suit the marketization in the new situations were proposed as follows.First,shift from product focus to customer focus.Based on the modern marketing theory and the four key elements of natural gas market(i.e.,product,price,channel and sales promotion),a professional and independent marketing system which is mainly composed of strategic planning,market price,sales management,marketing channel,marketing information and customer service should be constructed.Second,closely combine marketing behavior and customer service.Customer demands should be integrated into the enterprises'marketing process so that natural gas sales can meet the demands of the market development,and ultimately the natural gas market environment will be more fair and full of vitality.