新形势下中国东部区域天然气市场发展趋势及营销策略  

Development of the Natural Gas Market and Marketing Strategies in Eastern China

作　　者：杨义[1] 潘凯 胡旸 梁严 倪杰清 骆继历 孙苑航 YANG Yi;PAN Kai;HU Yang;LIANG Yan;NI Jieqing;LUO Jili;SUN Yuanhang(PetroChina Planning and Engineering Institute;Tianjin Branch,PetroChina Natural Gas Marketing Company;East Branch,PetroChina Natural Gas Marketing Company)

机构地区：[1]中国石油天然气股份有限公司规划总院,北京100083 [2]中国石油天然气股份有限公司天然气销售天津分公司 [3]中国石油天然气股份有限公司天然气销售东部分公司

出　　处：《油气与新能源》2021年第3期91-96,共6页Petroleum and new energy

摘　　要：中国东部区域是经济最活跃、市场最开放、清洁能源需求较高的地区之一。在天然气市场化改革不断深入的新形势下,各大资源供应商正在着力应对东部区域市场新变局,寻找新机会。从供应新变化、需求新面貌、主体新特征三方面分析东部区域天然气市场的新特征,并运用波士顿矩阵分析法、STP分析法和“4P”营销理论对东部区域六省市天然气市场战略定位、发展趋势、营销策略都进行深入分析,最终,针对大供应商如何在东部区域开展市场营销工作提出相关建议。With the highest degree of market entry and transaction,and higher demand for clean energy,the always up-to-date eastern China is the ideal target region for major resource suppliers to seek for further development.This paper focuses on the study of natural gas marketing in eastern China.The new features of the eastern natural gas market is analyzed in terms of supply,demand and the main body.And by means of Boston matrix,STP analysis and“4P”marketing theory an investigation is conducted on the growth orientation,future development,and marketing strategies of the natural gas market in the six provinces and cities of the eastern region.Finally,strategies are provided for major gas suppliers to achieve excellent performance in natural gas marketing in the eastern region.

关 键 词：东部区域 天然气市场 波士顿矩阵 STP “4P”理论 策略和建议 

分 类 号：F426[经济管理—产业经济]