对于天然气销售推行客户经理制的思考——以中国石油西南油气田公司天然气销售为例  

Thinking on implementing a customer manager system to gas sales:An example from gas sales business in PetroChina Southwest Oil&Gasfield Company

作　　者：贺志明[1] 杜奇平[1] 袁灿 罗凌睿[1] He Zhiming;Du Qiping;Yuan Can;Luo Lingrui(PetroChina Southwest Oil&Gasfield Company,Chengdu,Sichuan 610051,China)

机构地区：[1]中国石油西南油气田分公司,四川成都610051

出　　处：《天然气技术与经济》2020年第2期67-71,共5页Natural Gas Technology and Economy

摘　　要：当前,我国正积极推进天然气体制机制改革,其中一项重要措施就是实行天然气管输与销售分离,这给长期以自身天然气管道为依托开发天然气市场的油气田天然气销售带来挑战,需要转变天然气营销观念,创新天然气销售模式,才能稳固和扩大天然气用户群,提高天然气销售量和市场占有率。为此,以中国石油西南油气田公司(以下简称西南油气田)为例,将客户经理制理念引入天然气销售,并对天然气销售应用客户经理制提出详细的建议。研究结果表明:①西南油气田天然气销售推行客户经理制很有必要,有利于促进西南油气田在天然气市场化改革中持续获取发展效益,发展客户,创优服务,巩固份额,引领市场,公平竞合,扩销增效;②提出按照西南油气田现有三级天然气营销管理架构,结合其推进天然气市场化改革与发展进程,按3个阶段推进销售客户经理制管理架构构建的建议;③提出加快制定天然气销售客户经理制工作规范和天然气销售客户经理工作职责、建立健全天然气客户经理制评价体系推动客户经理制的构建实施。At present,China is actively promoting a mechanism reform of natural-gas system.And one of the most important measures is to separate gas pipeline transportation from gas sales,however resulting in some challenges to sales business for oil and gasfields which develop gas market based on their own pipeline for a long time.So,it's necessary to change a new idea of gas marketing and establish a novel mode of gas sales,so as to stabilize and enlarge customer groups as well as increase both sales and market share.Taking PetroChina Southwest Oil&Gasfield Company as an example,this study developed one concept of customer manager system into gas sales and made some suggestions on its application to gas sales.Results show that(1)it's quite essential to implement this system to gas sales business in the company,conducive to promoting its sustainable development benefits,developing customers,optimizing service,consolidating market share,pioneering in market,promoting fair competition and cooperation,and fulfilling an increase in sales and efficiency;(2)according to current three-level marketing management structure adopted by the company,it's proposed to deepen this reform,develop a gas marketization,to construct a system's management structure through three stages(also categories);and(3)it's suggested to move rapidly towards specific job specification for this system and special job responsibility for sales customer manager,and to establish an assessment for this system so as to further construct and implement this customer manager system.

关 键 词：客户经理 天然气销售 客户管理 中国石油西南油气田公司 

分 类 号：F426.22[经济管理—产业经济] F274F272.92