数字能源背景下天然气智慧营销管理体系设计  

Design of smart natural gas marketing management system in the context of digital energy

作　　者：贺志明[1] 王富平[2] 辜穗[2] 葛昶 王莅 杜奇平[1] 吴杨洁[1] 李孜孜[2] HE Zhiming;WANG Fuping;GU Sui;GE Chang;WANG Li;DU Qiping;WU Yangjie;LI Zizi(PetroChina Southwest Oil&Gasfield Company,Chengdu,Sichuan 610051,China;Natural Gas Economic Research Institute,PetroChina Southwest Oil&Gasfield Company,Chengdu,Sichuan 610051,China;School of Economics and Management,Southwest Petroleum University,Chengdu,Sichuan 610500,China;Sichuan Huayou Group Corporation Limited,PetroChina Southwest Oil&Gasfield Company,Chengdu,Sichuan 610051,China)

机构地区：[1]中国石油西南油气田公司 [2]中国石油西南油气田公司天然气经济研究所 [3]西南石油大学经济管理学院 [4]中国石油西南油气田公司华油公司

出　　处：《天然气工业》2024年第8期158-165,共8页Natural Gas Industry

基　　金：国家社会科学基金重大项目“能源革命驱动下的天然气产业高质量发展路径研究”(编号:22&ZD105);中国石油西南油气田公司科研项目“天然气智慧营销体系研究”(编号:20210310-16);“西南油气田公司业绩考核体系研究”(编号:2024D110-01-10);西南石油大学人文专项基金“‘双碳’目标背景下国际能源共生合作研究”(编号:2021RW043)。

摘　　要：数字技术赋能能源全产业链衍生出了数字能源概念,数字能源智能化加快发展,为现代化天然气产业体系建设视域下的营销业务转型提供了理论指导与技术支持。为此,立足天然气营销业务发展现状与问题分析,设计了天然气智慧营销管理体系框架模型并提出了体系建设的主要内容。研究结果表明:①随着油气市场化体制机制改革进入深水区,天然气市场形势更加复杂,天然气行业政策监管加强、市场化价格机制逐步形成、全国天然气市场开放等宏观环境方面的影响更加强烈,天然气营销业务需要创新发展;②天然气智慧营销是数字能源视域下对天然气营销理论、方法与技术的战略考量与升级重构,是数字技术与营销业务深度融合形成的适应于现代化天然气产业体系建设需要的营销新思维、新理念、新方法和新工具的总和,对推动新质生产力发展具有重要作用;③天然气智慧营销管理体系设计以统筹资源与市场、延伸产业链与提高附加值为价值取向,以数字技术赋能营销为手段,围绕智慧营销战略、营销业务转型、营销数据治理、技术工具与平台等方面进行设计和构建。结论认为,以数字能源发展方向为指引构建天然气智慧营销管理体系是天然气营销业务转型的必然选择与可行路径,该体系能够为现代化天然气产业体系乃至现代化能源体系的建设提供有益参考。Digital technology enables the formation of digital energy concept in the whole industrial chain of energy,and the accelerated development of digital energy intelligence provides theoretical guidance and technical support for the transformation of marketing business from the perspective of modern natural gas industry system construction.After analyzing the current development situations and problems of natural gas marketing business,this paper designs a framework model for the smart marketing management system of natural gas,and puts forward the main content of system construction.The following results are obtained.First,as the reform of the market-oriented oil and gas system and mechanism enters the deep water zone,the natural gas market becomes more complicated,the influences of macroscopic environments such as the strengthening of policy supervision of the natural gas industry,the gradual formation of the market-oriented price mechanism,and the opening of the national natural gas market become greater,so the natural gas marketing business needs innovating and developing.Second,smart natural gas marketing is the strategic consideration and upgrading reconstruction of natural gas marketing theories,methods and technologies from the perspective of digital energy,as well as the sum of new marketing thinking,new concepts,new methods and new tools formed by the deep fusion of digital technology and marketing business to meet the needs of modern natural gas industry system construction,which plays an important role in promoting the move toward new quality productive forces.Third,the design of the smart natural gas marketing management system takes coordinating resources and markets,extending industrial chain and increasing added value as a value orientation and digital technology enabling marketing as a means to design and construct smart marketing strategy,marketing business transformation,marketing data governance,technical tools and platforms.In conclusion,constructing a smart natural gas marketing management syst

关 键 词：数字能源 天然气 智慧营销 管理体系 数字技术 新质生产力 

分 类 号：TE-9[石油与天然气工程]