关系市场营销在“西气东输”天然气销售中的应用  

THE APPLICATION OF RELATION MARKETING IN WEST-EAST TRANSFERRED NATRUAL GAS SALE

作　　者：周章程 王瑾 

机构地区：[1]中国石油西气东输管道公司 [2]中国石油技术开发公司

出　　处：《天然气工业》2006年第4期138-139,共2页Natural Gas Industry

摘　　要：为充分利用上游气田、管道、储气库等供气能力,缓解管道和储气库的调峰压力,合理满足下游用户市场需求,实现公司销售收入最大化,西气东输管道公司在天然气销售过程中引入关系市场营销方法。结合用户天然气价格、用气负荷、需求量,以及天然气销售公司与下游用户的关系程度等因素,探索出一套天然气营销策略,实现灵活地对用气高峰和用气低谷时期已商业供气用户的优化组合。通过初步实践,预计2005年实际销售气量达到上游气田和管道所允许的供给气量,既获得一定额外气收入,又促进了天然气销售最优和管道安全、平稳运行。关系市场营销强调双方建立长久的合作关系,共同解决双方出现的问题,这种策略对于西气东输天然气销售和缓解西气东输管线调峰压力是可以借鉴的。To optimize the supply ability of upstream gas field, pipeline, and storage, to reasonably satisfy the downstream consumption market's demand, and to realize the sale income's maximization, the relative marketing strategy is introduced into the natural gas sale process by the West-East gas pipeline company. Referred to the factors such as the user's natural gas price, the gas load, the demand quantity, and the relational degree between natural gas sales company and downstream consumer, one set of natural gas marketing strategy is discussed, which realizes the nimble optimized combination with the already commercial suppliers during the using peaks and troughs. Through the preliminary practice, the actual sales in 2005 is estimated to achieve the maximum supply quantity of upstream natural gas field and the pipeline, both obtaining the certain extra income, and promoting the natural gas sale's optimization and the pipeline's steady safe operation. Relation marketing strategy emphasizes to both establish the long bilateral cooperation and solve the problem together, which is taken reference by the sales and peak adjustment of West-East gas transmission.

关 键 词：天然气 销售 策略 西气东输 

分 类 号：F426.22[经济管理—产业经济]