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论文编号：	9890
作者编号：	2220150581
上传时间：	2018/5/24 13:15:20
中文题目：	XW燃气公司增值业务营销策略与实施研究
英文题目：	Research on XW Gas Value-added Service’sMarketing Strategies and Implementation
指导老师：	刘建华
中文关键字：	燃气公司 增值业务 营销策略
英文关键字：	Gas Company; value-added businesses; marketing strategy
中文摘要：	进入二十一世纪，天然气作为我国战略和能源转型的主要构成部分在我国大范围推广使用，2002年到2013年被称为城镇燃气的黄金发展十年。随着我国的政策的日益开放，逐步放宽了对燃气的管理和控制强度，再考虑到城镇燃气的适用范围日益扩大以及LNG(Liquefied Natural Gas)的技术普及，因此天然气发展前景十分的广阔。 2014年，我国的经济整体出现了发展速度大幅减慢的状况，再加上越来越多的民营企业加入了燃气产业，大大提升了燃气行业内的竞争压力。直至2014年，我国的天然气市场整体增长速度大幅度下降，2014年下降到9.58%，而2015年更甚，已经到了4.5%。这一数据远远小于黄金发展时期中的16%。 论文分析了XW燃气公司所面临的经营现状，销售收入和利润经过多年高速增长后，利润增速趋缓、销售收入下降，企业发展碰到一系列经营管理方面的问题。本论文采取理论与实践相结合的研究方法，主要采用SWOT、波特五力模型分析法从该公司经营现状及市场营销入手找出存在的问题，从产品、价格、渠道、促销策略四个主要方面找出亟需解决与提升XW燃气公司增值业务增长的新对策，增强其企业核心竞争力。 XW燃气公司所在集团控股有限公司是一家在香港联交所主板上市的专业燃气运营服务商。2003年该燃气集团依托强大的国际资本市场，凭借雄厚的资金优势进入城市燃气业务领域，致力于通过优化经营区域能源结构，促进资源节约型、环境友好型社会建设。其主要业务涉及：燃气业务、加气站业务、增值业务、分布式能源及合同能源管理、天然气贸易等。 XW燃气公司成立于2009年8月18日，注册资金1000万元，是由（河南）能源控股有限公司控股，隶属XW燃气控股有限公司（香港联交所上市公司）的子公司。根据2009年5月18日XW公司与所在县人民政府签订的《天然气利用开发协议》，XW燃气公司享有该行政区域内30年（2009-2038年）的管道天然气特许经营权（含汽车加气站建设运营管理），主营业务包括管道天然气的安装与销售。XW燃气公司致力于该地区的管道天然气事业的建设和发展，以改善民生、服务当地经济和社会发展为己任。2009年开始实施天然气利用工程建设以来，现已建成天然气门站2座、加气站2座、分输阀室2座，铺设高压管线22公里，中低压管线200公里，累计完成投资1.6亿元，发展管道天然气民用户15000户，工商业用户170余户，最高日供气量15万立方米。 XW燃气公司秉承集团的优良传统和发展理念，重视安全生产，坚持诚信经营、文明服务，成立七年来，以实际行动赢得了政府和用户的高度认可，2011年荣获“住建系统优质服务先进企业”称号，2012年荣获“纳税先进企业称号”。公司近几年进一步加快修武县管道天然气的建设步伐，满足各类用户日益增长的燃气需求。 XW燃气公司经营中的问题主要体现在：燃气主营业务替代品较多，市场竞争日益加剧；增值业务急需完善；管理效率较低，员工忠诚度有待提升等方面。归根结底，XW公司希望从增值业务入手，改善经营状况，提高业绩水平。增值业务主要涉及：第一，中燃宝燃气具销售与安装，配合集团整体安排，就现阶段引进的中燃宝燃气具系列产品，办理相关销售、安装及维修资质，组建自有营销及售后服务队伍，在许可范畴内自主经营。 第二，燃气保险代理，在集团审核确定的入围保险公司中选择合作对象，按照集团与合作保险公司约定的基本规则与条件，开展燃气保险产品代理业务。 第三，不锈钢波纹管销售与安装，按照集团物资采购相关制度规定，通过集团指定合作单位采购定不同尺寸的锈钢波纹软管产品，开展其销售与安装业务。第四，燃气报警器销售，按照集团物资采购相关制度规定，通过集团指定合作单位采购民用及工商业燃气报警器产品，开展其销售业务。 第五，户内燃气设施改造、维修，适应用户因装修或厨房布局发生改变而产生的户内燃气设施改造需求，将户内燃气设施改造、维修作为一项重要的增值业务，立足自有维修、抢险队伍，与施工单位合作，承担燃气用户的户内燃气设施的改造、维修安装任务。 第六，其他增值业务项目，比如分布式供暖项目、冷热电三联供项目、根据中区自身条件和市场特点，适时拓展新的增值业务项目，在报经集团本部核准后、开展实施。在对XW公司增值业务所处市场环境进行较为深入的分析后提出XW燃气公司增值业务的营销策略，包括产品策略、价格策略、渠道策略与促销策略。 为促进战略目标的有效达成，论文从增值业务的流程、组织、人员、制度等方面提出相应的保障措施，构建XW燃气公司增值业务营销策略实施的保障体系。论文创新性地提出XW燃气公司应借助经营分析及绩效考核工具，实时跟进任务完成情况，分析影响因素，组织专项研究，跟踪落实调整。 KPI是在业内普遍应用的绩效管理工具，为了更好地保障XW公司各项增值业务的有效实施，将在公司范围内进行试运行。步骤如下： 首先，通过建立经营分析长效机制，定期就经营发展情况及存在问题困难进行交流会商，在条件许可的情况下就其中的共性问题组织专项调研、进行课题研究，并对研究成果进行试点检验、修正纠偏，提供解决方案，防控风险、护航发展。 其次，通过“年预算、季考核、月计划、周落实”做法的切实践行，坚持质量与效益并重的发展模式，以有目标、有落实、有总结、有改进、有效果、有反馈为原则，推动各项工作的不断改进提升，促进各项任务指标的有序达成。第三，增值业务绩效考核实施方面，为保证全员参与，公司设定对公司各部门负责人纳入全面绩效考核。对员工个人参与增值业务情况，纳入个人绩效考核，并于全年优秀个人、班组、部门评先挂钩。公司各部门需要根据公司整体目标，自行分解月度任务指标，并对每项目销售惊醒跟踪，由增值业务管理员进行销售数据核对。 本论文的主要结论将对XW燃气公司的经营与发展起到重要的指导作用，特别是对其增值业务部分，相信对其他城镇燃气企业在对增值业务制定市场营销策略时具有积极的借鉴作用。
英文摘要：	As a major component of China's strategy and energy transformation, natural gas was widely used in China in the 21st century. From 2002 to 2013, it was called the golden decade of urban gas development. With our increasingly open policy, the management and control intensity of gas is gradually relaxed. Considering the increasing application scope of urban Gas and the popularization of Liquefied Natural Gas, Natural Gas has a promising prospect. In 2014, China's economy experienced a sharp slowdown, and more and more private enterprises joined the gas industry, the competitive pressure in the gas industry has been greatly increased. The overall growth rate of China's natural gas market declined significantly, and in 2014, the growth rate dropped to 9.58 percent, and in 2015, it was even more than 4.5 percent. That figure is well below the 16 per cent seen in the golden age of development. This paper analyzes the operating status of XW Gas Co, and a series of management problems, such as the slow growth of profit and the decline of sales income after many years of rapid growth in sales revenue and profit. The paper adopts the research method combining theory and practice, mainly using SWOT, five-force model analysis and 4P marketing strategy theory. First of all, from the company management present situation and the marketing of find out problem, secondly, from product, price, channel, promotion strategy four main ways to find urgently needed to solve and improve XW new countermeasures for the gas company value-added business growth, finally from the organization, system, culture, process, personnel and other aspects construction of guarantee system, enhance the enterprise core competitiveness. XW gas company group holding co., LTD is a professional gas operation service provider listed on the main board of the Hong Kong stock exchange. In 2003, the gas group relying on strong international capital market, relying on abundant capital advantage into the city gas business, dedicated to the energy structure by optimizing the operating area, promote the construction of resource saving and environment friendly society. Its main business involves: gas business, gas station business, value-added service, distributed energy and contract energy management, natural gas trade, etc. XW gas company was established in August 18, 2009, the registered capital of 10 million yuan, is controlled by HN energy holdings co., LTD., affiliated XW gas holding co., LTD. (Hong Kong stock exchange listed company), a subsidiary of. On May 18, according to a 2009 XW company signed with the county people's government of the gas utilization development agreement, XW gas company enjoy within the administrative areas of 30 years (2009-2038) natural gas pipeline franchise (including automobile gas station construction operation management), main business including pipeline gas installation and sales. XW gas company is committed to the construction and development of the pipeline gas industry in the region, so as to improve people's livelihood and serve the local economy and social development. Use natural gas began construction in 2009, is now built in natural gas station 2 seats, LPG stations, distribution valve room 2, 2 laid 22 km high-pressure pipeline, the low pressure pipeline in 200 kilometers, the total investment of 160 million yuan, the development of pipeline gas people, 15000 subscribers, more than 170 subscribers for industry and commerce, high throughput of 150000 cubic meters. XW gas company adhering to the group's excellent tradition and development philosophy, attaches great importance to the safety in production, adhere to the good faith management, civilized service, set up seven years, take concrete actions to win the height of the government and the user acceptance, in 2011 won the "advanced enterprise of quality service to build system" title, won the title of "tax advanced enterprises" in 2012. In recent years, the company has further accelerated the construction of pipeline natural gas in XW county to meet the growing demand of all kinds of users. The problems of XW gas company are mainly reflected in: there are many substitutes for gas main business, and the market competition is increasing. Value-added services need to be improved; Low management efficiency and employee loyalty need to be improved. In the final analysis, XW company hopes to start with value-added services, improve its operating conditions and improve its performance. Value-added service mainly involves: first, the treasure in sales and installation of gas stove, cooperate with the group's overall arrangement, is introduced in the present in the combustion gas treasure series products, deal with relevant sales, installation and maintenance of qualification, set up their own marketing and after-sales service team, independent operations within the permission scope. Second, gas insurance agency, established in the group audit for insurance companies to select partners, according to the group and cooperation between the insurance company's basic rules and conditions of the agreement, to carry out the gas of insurance products agency business. Third, sales and installation, stainless steel bellows, in accordance with relevant provisions of the group procurement related systems, through group cooperation units designated purchase on different sizes of stainless steel corrugated hose products, its sales and installation business. Fourth, the sales of gas alarm, according to the relevant regulations of the group's material procurement, through the group designated cooperative units to purchase commercial and commercial gas alarm products, carry out its sales business. Fifth, indoor gas facilities renovation, maintenance, to adapt to the user due to decorate or kitchen layout change and upgrading of the indoor gas demand, transform the indoor fuel gas facilities, maintenance as one of the important value-added services, based on its own maintenance, emergency rescue team, cooperate with construction unit, bear the fuel gas user's indoor facilities renovation, repair installation tasks. Sixth, other value-added service projects, such as distributed heating projects, cold and hot electric trigeneration project, according to the central their own conditions, and the characteristics of the market, timely develop new value-added service projects, after approval from group headquarters, to carry out the implementation. In the market environment of XW value-added business after thorough analysis put forward the marketing strategy of XW gas company value-added services, including product strategy, price strategy, channel strategy and promotion strategy. In order to promote effective achieve strategic objectives, papers from the value-added business flow, organization, personnel, system put forward the corresponding security measures, build XW gas company value-added service marketing strategy implementation of security system. The paper proposes that XW gas company should use the operation analysis and performance assessment tools to follow up the tasks in real time, analyze the influencing factors, organize special research, and track and implement the adjustment. KPI is a performance management tool widely used in the industry. In order to better guarantee the effective implementation of the value-added services of XW company, it will conduct trial operation within the company scope. The steps are as follows: First of all, through the establishment of management analysis of long-term mechanism, on a regular basis for the development of the business situation and existing problems of difficult to communicate in consultation with, in situations where conditions permit is one of the common problems organize special investigation and research, pilot test and the results are, correction action, provide solutions, risk control and prevention, escort. Secondly, through the "assessment of annual budget, quarterly, monthly plan, the implementation of the" practice of real practice, adhere to the quality and efficiency of development mode, to have goals, implementation, summary and improvement, have the effect, feedback for the principle, promote the continuous improvement of the work to ascend, all tasks indicators in order to promote. Thirdly, in terms of the implementation of value-added service performance appraisal, in order to ensure the participation of the whole staff, the company has set a comprehensive performance assessment for the heads of all departments of the company. To participate in the personal performance appraisal, and to be the best individual, team and department. Each department of the company needs to decompose the monthly task indicators by itself according to the company's overall objectives, and to wake up the sales of each project, and check the sales data by the value-added service manager. The main conclusions of this paper will guide XW Gas Company’s value-added business development, I hope that it will play a positive role in reference to other town gas enterprises in formulating marketing strategies for value-added businesses.
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