新格局下中国天然气市场营销业务的数字化转型

Digital transformation of China's natural gas marketing business in the new pattern

油气体制改革、天然气市场形势变化、数字技术飞速发展重塑了中国天然气行业格局,碳中和目标的提出给行业发展带来了更多的变数,针对天然气市场营销业务数字化转型的研究成为重要的课题。为此,从商业生态系统的角度,研究了我国天然气营销业务的内在运行逻辑,分析了天然气行业生态系统从中石油、中石化、中海油三大油气企业主导的竞争格局转变为以三类平台型企业为代表的商业生态系统之间竞合格局的发展趋势,并论证了其可行性和必然性。研究结果表明:①天然气行业生态将从同质竞争转变到生态链竞争,企业战略将从资产型企业转变成平台型企业,营销理念将从价值单向提供转变到价值共创,盈利模式将从封闭单点盈利转变到开放多点共赢,营销决策将从经验决策转变到智慧决策;②新营销格局中传统营销手段将逐渐乏力,通过生态链方式大力培育市场的营销方式将逐渐成为主流;③市场营销业务转型可能面临观念转变、技术储备、资金筹备和法规监管4个方面的问题。进而提出了新格局下我国天然气市场营销业务数字化转型的建议:①围绕核心能力制定平台化战略转型顶层设计;②明确业务分类优化转型路径;③超前谋划促进天然气与新能源业务融合发展;④整合资源推进业务转型保障工作。

The pattern of China's natural gas industry is reshaped with the reform of oil and gas system,the change of natural gas market situation and the rapid development of digital technology,and the proposal of carbon neutrality goal brings more variables to the development of the natural gas industry,so research on the digital transformation of natural gas marketing business is now an important topic.This paper studies the internal operation logic of China's natural gas marketing business from the perspective of business ecosystem,analyzes the development trend of natural gas industrial ecosystem from the competition pattern dominated by PetroChina,Sinopec and CNOOC to the coopetition pattern between business ecosystems represented by these three types of platform enterprises,and demonstrates its feasibility and inevitability.And the following research results are obtained.First,the natural gas industrial ecology will shift from homogeneous competition to ecological chain competition,corporate strategy will shift from asset-based enterprise operation to platform-based enterprise operation,the marketing concept will transform from value unilateral provision to value co-creation,the profit model will transform from closed single point profit to open multiple points win-win,and marketing decisions will change from empirical decision-making to intelligent decision-making.Second,in the new marketing pattern,traditional marketing methods will gradually weaken,and the marketing method that vigorously cultivates the market through the ecological chain will gradually become the mainstream.Third,the transformation of marketing business may face the problems of conceptual change,technical reserve,fund preparation and regulatory supervision.Finally,several suggestions on the digital transformation of China's natural gas marketing business in the new pattern are proposed:①formulate a top-level design of platform-based strategic transformation,focusing on the core capabilities;②clarify business classification and optimize the transformation path;③make planning in advance to promote the integrated development of natural gas and new energy businesses;④integrate resources to promote the guarantee work for business transformation.