导　　师： 李业

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 营销策略关系到企业目标的现实。在广州市液化石油气市场在经历了上世纪9 0年代的高速增长后,市场逐渐走向成熟,增长速度势头不减,市场竞争愈加激烈,广州市目前液化石油气市场正处于由广州市液化气公司、广东振戎液化气公司、广东九丰液化气公司等几家公司垄断竞争市场形态转变为完全竞争市场形态的阶段,由于产品同质化程度高,价格竞争成为最主要的竞争手段。 本文采用案例研究的方法,以广州燃气集团液化气分公司/(以下简称:广州液化气公司/)作为研究对象,在案例的正文部分,首先介绍了城市液化气行业的特点,它与管道气相比较具有地域性、政府和社会舆论干预、一次性投资小于管道气和价格的不稳定性特点;第二从广州液化气公司的发展历程、业务组成及经营状况和组织结构、人力资源对广州液化气公司的概况作了介绍;第三介绍了广州液化气的营销组织架构,同时对目前公司的产品、价格、渠道、促销情况进行了描述。 在案例分析部分:从广州液化气公司所处宏观、微观角度出发,运用波特五力竞争模型和SWOT分析方法等现代营销管理和战略管理理论工具,对广州液化气公司在液化石油气营销的内外部竞争环境和自身机会与威胁、优势和劣势进行列举分析,结合现代市场营销理论提出了适合广州液化气公司实际情况的液化石油气营销策略,并详细阐述了具体方案和务实的营销策略实施建议。 以上研究结果,不仅为广州液化气公司的进一步发展提供有益帮助,对液化石油气行业的其它企业在制定营销策略时也有一定的参考价值和借鉴意义。 Relationship marketing strategy to the realities of business goals。LPG market in Guangzhou in the last century experienced 90 years of high growth, the market to mature, slower growth, increasingly fierce market competition, Guangzhou is in the current market LPG by the company in Guangzhou, GD ZhenRong LPG company, GD JiuFfeng Company and other LPG monopolistic competition, several companies into the market form the stage perfectly competitive market form, the products, the degree of homogeneity high, price competition to become the most important means of competition。 In this paper, case study approach to the LPG branch of Guangzhou LPG Gas Group /(hereinafter referred to as: Guangzhou LPG company/) for the study. In the case of body parts, First introduced the LPG industry, the characteristics of the city, compared with a regional gas pipeline, government and public opinion intervention, one-time investment is less than pipeline gas and the price volatility characteristics; The second LPG from Guangzhou's development process, business formation and operations and organizational structure, human resources profile of the company in Guangzhou LPG was introduced; The third describes the Guangzhou LPG marketing organization, while the company's current product, price,placel, promotion, described the situation. In the case study of parts: Guangzhou LPG company faces from the macro and micro perspective, Porter Five Forces Model and SWOT analysis of competition and other modern marketing management and strategic management theory tools, Guangzhou LPG marketing companies in internal and external competition and opportunities and threats to their own advantages and disadvantages cited analysis of modern marketing theory put forward for the actual situation of the company in Guangzhou LPG marketing strategy, and detailed specific programs and practical marketing strategy implementation. Above research results, not only the company's further development of the liquefied gas in Guangzhou to provide beneficial help for LPG industry's other businesses when devising marketing Celue some reference value and reference.

关 键 词： 液化石油气 竞争格局 营销策略

分 类 号： [F274 F426.22]

领　　域： [经济管理] [经济管理] [经济管理]