管网独立背景下传统油气企业LNG销售变革——以中国石化为例

Reform of LNG sales in traditional oil and gas enterprises after PipeChina establishment:An example from Sinopec

2020年9月30日,中国石油天然气集团有限公司(以下简称中国石油)、中国石油化工集团有限公司(以下简称中国石化)与中国海洋石油集团有限公司(以下简称中国海油)将所持有的油气管道相关资产移交国家石油天然气管网集团有限公司(以下简称国家管网),标志着其正式开始运营。为了使传统油气企业更好地应对石油天然气行业市场化改革和天然气资源的产、运、销分离给LNG市场带来的变化,通过分析油气管网独立后的国内LNG市场新格局,对中国石化这一代表性企业近年来的LNG业务发展情况以及国家管网成立前后中国石化LNG经营形势的变化进行研究,提出了围绕市场开发、销售管理与客户服务三个方面的建议。研究结果表明:(1)中国石化凭借丰富优质的资源快速占据了新增LNG市场,实现了销售量的迅猛增长,但在基础设施布局、盈利能力、用户黏性培养和市场竞争方面仍有提升空间;(2)油气管网独立提升了进口LNG资源的多样性,导致了下游市场竞争加剧,同时优化了管道天然气资源的配置,促使中国石化等传统企业将重心转移到终端市场;(3)根据SWOT矩阵的分析结果,油气管网独立也为中国石化的LNG市场开发提供了新的机遇,而抓住机遇的关键在于充分利用自身的资源优势,围绕终端市场的开发与布局采用更精细的价格管理方案与销售管理方案。

On September 30,2020,all oil and gas pipeline assets held by PetroChina,Sinopec,and CNOOC were handed over to PipeChina,indicating its official launch.In order to ensure these traditional petroleum enterprises to better cope with the change of LNG market caused by this market-oriented reform and the production-transportation-sales separation of natural-gas resources,the latest LNG business development situations in Sinopec as representatives were studied.Furthermore,the change of Sinopec’s operation before and after PipeChina establishment and the domestic new pattern of LNG market after this establishment were analyzed.In addition,several suggestions were made from aspects of market development,marketing management,and customer service.Results show that(1)with abundant and quality resources,Sinopec may quickly occupy this new LNG market and achieve a rapid sales growth.However,there is still some aspects which need improving,such as infrastructure layout,profitability,user stickiness cultivation,and market competition;(2)PipeChina establishment may increase the diversity of imported LNG resources,so as to intensify the competition in downstream market while optimizing the allocation of pipeline gas resources and promoting traditional enterprises including Sinopec to shift their focus to the terminal market;and(3)an analysis on SWOT matrix also indicates that PipeChina establishment can provide Sinopec with new opportunities to develop LNG market.And the key to seize the opportunities is to make full use of its own resource advantages,and adopt more sophisticated price management and marketing management schemes focusing on the development and layout of the terminal market.