新形势下中国天然气营销体系建设探讨
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摘要
随着我国天然气产业的快速发展,天然气营销体系有待于进一步的调整和完善,在天然气市场快速增长、基础设施开放、营销主体多元化、价格市场化等行业发展的新形势下,亟待建设适应新形势的天然气营销体系,以助推天然气市场化发展迈入新阶段。为此,梳理了我国天然气营销发展历程,分析了天然气营销发展的特点以及存在的问题,探讨了天然气营销体系发展面临的形势:①我国天然气营销体系发展存在着市场缺乏有效的调动机制、营销经营价值没有体现、下游零售环节市场细分尚不充分、上游销售直供困难重重等问题;②面临着天然气市场进入新一轮快速增长期,基础设施开放、营销主体多元化成为必然,价格市场化机制逐步形成等新形势。进而从现有天然气市场营销实际发展的角度出发,提出了在新形势下建设适应市场化的天然气营销体系的发展思路及措施建议:①从以产品为中心向以客户为中心转变,运用现代市场营销理论,基于天然气市场产品、价格、渠道、促销四大市场营销关键要素,构建以营销战略规划、市场价格、销售管理、营销渠道、市场营销信息、客户服务为主的专业化、独立化的营销系统;②将营销行为和客户服务紧密结合,把天然气客户所需融入企业营销过程中,使天然气销售更能适应市场发展需要,促使天然气市场环境更加公平和充满活力。
With the fast development of natural gas industry in China, the natural gas marketing system needs further adjusting and improving. In the new situations with rapidly growing natural gas market, opened infrastructure, multiple marketing agents, market-oriented prices and so on, it is in urgent need to construct a natural gas marketing system which is suitable for the new situations so as to push the natural gas market into a new stage. In this paper, the development history of domestic natural gas marketing was reviewed, the development characteristics and problems of natural gas marketing were analyzed, and the situations that the development of natural gas marketing faces were discussed. And new situations mainly include the following two aspects. First, the development of natural gas marketing system in China is faced with a series of difficulties. For example, the market lacks effective mobilization system, the marketing operation value is not embodied, the market division of the downstream retail sector is not sufficient and the direct supply of the upstream sales is difficult. Second, the natural gas market is running into a new round of fast growth, opened infrastructure and multiple marketing agents are inevitable, and market-oriented price system is gradually formed. Finally, in view of the actual development situations of natural gas marketing, the development ideas, measures and suggestions for the natural gas marketing system to suit the marketization in the new situations were proposed as follows. First, shift from product focus to customer focus. Based on the modern marketing theory and the four key elements of natural gas market(i.e., product, price, channel and sales promotion), a professional and independent marketing system which is mainly composed of strategic planning, market price, sales management, marketing channel, marketing information and customer service should be constructed. Second, closely combine marketing behavior and customer service. Customer demands should be integrated into the enterprises' marketing process so that natural gas sales can meet the demands of the market development, and ultimately the natural gas market environment will be more fair and full of vitality.
With the fast development of natural gas industry in China, the natural gas marketing system needs further adjusting and improving. In the new situations with rapidly growing natural gas market, opened infrastructure, multiple marketing agents, market-oriented prices and so on, it is in urgent need to construct a natural gas marketing system which is suitable for the new situations so as to push the natural gas market into a new stage. In this paper, the development history of domestic natural gas marketing was reviewed, the development characteristics and problems of natural gas marketing were analyzed, and the situations that the development of natural gas marketing faces were discussed. And new situations mainly include the following two aspects. First, the development of natural gas marketing system in China is faced with a series of difficulties. For example, the market lacks effective mobilization system, the marketing operation value is not embodied, the market division of the downstream retail sector is not sufficient and the direct supply of the upstream sales is difficult. Second, the natural gas market is running into a new round of fast growth, opened infrastructure and multiple marketing agents are inevitable, and market-oriented price system is gradually formed. Finally, in view of the actual development situations of natural gas marketing, the development ideas, measures and suggestions for the natural gas marketing system to suit the marketization in the new situations were proposed as follows. First, shift from product focus to customer focus. Based on the modern marketing theory and the four key elements of natural gas market(i.e., product, price, channel and sales promotion), a professional and independent marketing system which is mainly composed of strategic planning, market price, sales management, marketing channel, marketing information and customer service should be constructed. Second, closely combine marketing behavior and customer service. Customer demands should be integrated into the enterprises' marketing process so that natural gas sales can meet the demands of the market development, and ultimately the natural gas market environment will be more fair and full of vitality.
引文
[1]姜子昂,王富平,段言志,周建.新形势下中国天然气市场发展态势与应对策略--以川渝气区为例[J].天然气工业,2016,36(4):1-7.Jiang Zi'ang,Wang Fuping,Duan Yanzhi&Zhou Jian.China's gas market under new situations:Trends and countermeasuresTaking Sichuan and Chongqing gas provinces as an example[J].Natural Gas Industry,2016,36(4):1-7.
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[3]贺志明,杜奇平,罗凌睿.关于西南油气田天然气销售体制改革优选路径的思考[J].天然气技术与经济,2017,11(5):57-61.He Zhiming,Du Qiping&Luo Lingrui.Thinking on optimized path for natural gas sales mechanism reform of Southwest Oil&Gasfield Company,PetroChina[J].Natural Gas Technology and Economy,2017,11(5):57-61.
[4]杨建红.中国天然气市场可持续发展分析[J].天然气工业,2018,38(4):145-152.Yang Jianhong.Analysis of sustainable development of natural gas market in China[J].Natural Gas Industry,2018,38(4):145-152.
[5]邹才能,赵群,陈建军,李剑,杨智,孙钦平,等.中国天然气发展态势及战略预判[J].天然气工业,2018,38(4):1-11.Zou Caineng,Zhao Qun,Chen Jianjun,Li Jian,Yang Zhi,Sun Qinping,et al.Natural gas in China:Development trend and strategic forecast[J].Natural Gas Industry,2018,38(4):1-11.
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[8]国家发展和改革委员会.关于建立保障天然气稳定供应长效机制若干意见[EB/OL].(2014-04-14)[2019-01-21].http://www.gov.cn/zhengce/content/2014-04/23/content_8777.htm.National Development and Reform Commission.Some opinions on establishing a long-term mechanism to guarantee the stable supply of natural gas[EB/OL].(2014-04-14)[2019-01-21].http://www.gov.cn/zhengce/content/2014-04/23/content_8777.htm.
[9]国务院.关于深化石油天然气体制改革的若干意见[EB/OL].(2017-05-21)[2019-01-21].http://www.gov.cn/xinwen/2017-05/21/content_5195683.htm.The Sate Council.Some opinions on deepening the reform of petroleum and natural gas system[EB/OL].(2017-05-21)[2019-01-21].http://www.gov.cn/xinwen/2017-05/21/content_5195683.htm.
[10]吴灿奇,杨建红.广东、广西天然气价格形成机制改革试点方案剖析[J].国际石油经济,2012,20(6):22-27.Wu Canqi&Yang Jianhong.Analysis of the pilot program for natural gas pricing mechanism reform in Guangdong and Guangxi[J].International Petroleum Economics,2012,20(6):22-27.
[11]国家发展和改革委员会.关于理顺居民用气门站价格的通知[EB/OL].(2018-05-25)[2019-01-21].http://www.gov.cn/xinwen/2018-05/25/content_5293675.htm.National Development and Reform Commission.Notice on straightening out the prices of natural gas gateway station for residents[EB/OL].(2018-05-25)[2019-01-21].http://www.gov.cn/xinwen/2018-05/25/content_5293675.htm.
[12]周志斌.天然气销售企业社会战略营销模式的构建与实施[J].国际石油经济,2007,15(6):46-51.Zhou Zhibin.Development and implementation of the societal strategic marketing model by natural gas distributors[J].International Petroleum Economics,2007,15(6):46-51.
[13]本·M·恩尼斯,基斯·K·考克斯,迈克尔·P·莫克瓦.营销学经典:权威论文集[M].大连:东北财经大学出版社,2000.Ennis BM,Cox KK&Mokwa MP.Marketing classics:A selection of influential articles[M].Dalian:Dongbei University of Finance&Economics Press,2000.
[14]武利亚.加快我国天然气行业的改革与发展[J].天然气工业,2003,23(6):4-6.Wu Liya.Speed up reform and development of natural gas industry in China[J].Natural Gas Industry,2003,23(6):4-6.
[15]龙筱刚,莫浩华.美国天然气价格管理及其对我国的启示[J].价格月刊,2009,391(12):33-35.Long Xiaogang&Mo Haohua.Natural gas price management in the United States and its enlightenment to China[J].Price Monthly,2009,391(12):33-35.
[16]王震,薛庆.充分发挥天然气在我国现代能源体系构建中的主力作用--对《天然气发展“十三五”规划》的解读[J].天然气工业,2017,37(3):1-8.Wang Zhen&Xue Qing.To fully exert the important role of natural gas in building a modern energy security system in China:An understanding of China's National 13th Five-Year Plan for Natural Gas Development[J].Natural Gas Industry,2017,37(3):1-8.
[17]刘应红,徐东,唐国强.油气市场准入改革对国有大型石油石化企业的影响--对《深化石油天然气体制改革的若干意见》的解读[J].天然气工业,2017,37(7):115-120.Liu Yinghong,Xu Dong&Tang Guoqiang.Impact of oil and gas market access reform on giant state-owned petroleum and petrochemical enterprises in China:Interpretation of Several Opinions on Deepening Oil and Gas System Reform[J].Natural Gas Industry,2017,37(7):115-120.
[18]辜穗,党录瑞,杜啸天,杨雅雯,敬代骄,曾诚,等.天然气产业可持续发展机制[J].天然气工业,2019,39(2):117-123.Gu Sui,Dang Lurui,Du Xiaotian,Yang Yawen,Jing Daijiao,Zeng Cheng,et al.Sustainable development of natural gas industry[J].Natural Gas Industry,2019,39(2):117-123.
[19]吴茜.供应商考核评价体系的研究[D].北京:北京邮电大学,2013.Wu Qian.Research on supplier evaluation system[D].Beijing:Beijing University of Posts and Telecommunications,2013.
[2]姜子昂,李晓玲,李林虹,文雯,成菲,雷虹.市场化条件下我国天然气竞争情报系统的构建[J].天然气工业,2017,37(8):118-124.Jiang Zi'ang,Li Xiaoling,Li Linhong,Wen Wen,Cheng Fei&Lei Hong.Construction of a national natural gas competitive intelligence system in China under marketization conditions[J].Natural Gas Industry,2017,37(8):118-124.
[3]贺志明,杜奇平,罗凌睿.关于西南油气田天然气销售体制改革优选路径的思考[J].天然气技术与经济,2017,11(5):57-61.He Zhiming,Du Qiping&Luo Lingrui.Thinking on optimized path for natural gas sales mechanism reform of Southwest Oil&Gasfield Company,PetroChina[J].Natural Gas Technology and Economy,2017,11(5):57-61.
[4]杨建红.中国天然气市场可持续发展分析[J].天然气工业,2018,38(4):145-152.Yang Jianhong.Analysis of sustainable development of natural gas market in China[J].Natural Gas Industry,2018,38(4):145-152.
[5]邹才能,赵群,陈建军,李剑,杨智,孙钦平,等.中国天然气发展态势及战略预判[J].天然气工业,2018,38(4):1-11.Zou Caineng,Zhao Qun,Chen Jianjun,Li Jian,Yang Zhi,Sun Qinping,et al.Natural gas in China:Development trend and strategic forecast[J].Natural Gas Industry,2018,38(4):1-11.
[6]国家能源局.油气管网设施公平开放监管办法(试行)[EB/OL].(2014-02-13)[2019-01-21].http://zfxxgk.nea.gov.cn/auto92/201402/t20140224_1768.htm.National Energy Administration.Measures for fair and open supervision of oil and gas pipeline network facilities(for trial implementation)[EB/OL].(2014-02-13)[2019-01-21].http://zfxxgk.nea.gov.cn/auto92/201402/t20140224_1768.htm.
[7]国家发展和改革委员会.天然气管道运输价格管理办法(试行)[EB/OL].(2016-10-09)[2019-01-21].http://www.ndrc.gov.cn/fzgggz/jggl/zcfg/201610/t20161012_822391.html.National Development and Reform Commission.Measures on price administration of natural gas pipeline transportation(for trial implementaion)[EB/OL].(2016-10-09)[2019-01-21].http://www.ndrc.gov.cn/fzgggz/jggl/zcfg/201610/t20161012_822391.html.
[8]国家发展和改革委员会.关于建立保障天然气稳定供应长效机制若干意见[EB/OL].(2014-04-14)[2019-01-21].http://www.gov.cn/zhengce/content/2014-04/23/content_8777.htm.National Development and Reform Commission.Some opinions on establishing a long-term mechanism to guarantee the stable supply of natural gas[EB/OL].(2014-04-14)[2019-01-21].http://www.gov.cn/zhengce/content/2014-04/23/content_8777.htm.
[9]国务院.关于深化石油天然气体制改革的若干意见[EB/OL].(2017-05-21)[2019-01-21].http://www.gov.cn/xinwen/2017-05/21/content_5195683.htm.The Sate Council.Some opinions on deepening the reform of petroleum and natural gas system[EB/OL].(2017-05-21)[2019-01-21].http://www.gov.cn/xinwen/2017-05/21/content_5195683.htm.
[10]吴灿奇,杨建红.广东、广西天然气价格形成机制改革试点方案剖析[J].国际石油经济,2012,20(6):22-27.Wu Canqi&Yang Jianhong.Analysis of the pilot program for natural gas pricing mechanism reform in Guangdong and Guangxi[J].International Petroleum Economics,2012,20(6):22-27.
[11]国家发展和改革委员会.关于理顺居民用气门站价格的通知[EB/OL].(2018-05-25)[2019-01-21].http://www.gov.cn/xinwen/2018-05/25/content_5293675.htm.National Development and Reform Commission.Notice on straightening out the prices of natural gas gateway station for residents[EB/OL].(2018-05-25)[2019-01-21].http://www.gov.cn/xinwen/2018-05/25/content_5293675.htm.
[12]周志斌.天然气销售企业社会战略营销模式的构建与实施[J].国际石油经济,2007,15(6):46-51.Zhou Zhibin.Development and implementation of the societal strategic marketing model by natural gas distributors[J].International Petroleum Economics,2007,15(6):46-51.
[13]本·M·恩尼斯,基斯·K·考克斯,迈克尔·P·莫克瓦.营销学经典:权威论文集[M].大连:东北财经大学出版社,2000.Ennis BM,Cox KK&Mokwa MP.Marketing classics:A selection of influential articles[M].Dalian:Dongbei University of Finance&Economics Press,2000.
[14]武利亚.加快我国天然气行业的改革与发展[J].天然气工业,2003,23(6):4-6.Wu Liya.Speed up reform and development of natural gas industry in China[J].Natural Gas Industry,2003,23(6):4-6.
[15]龙筱刚,莫浩华.美国天然气价格管理及其对我国的启示[J].价格月刊,2009,391(12):33-35.Long Xiaogang&Mo Haohua.Natural gas price management in the United States and its enlightenment to China[J].Price Monthly,2009,391(12):33-35.
[16]王震,薛庆.充分发挥天然气在我国现代能源体系构建中的主力作用--对《天然气发展“十三五”规划》的解读[J].天然气工业,2017,37(3):1-8.Wang Zhen&Xue Qing.To fully exert the important role of natural gas in building a modern energy security system in China:An understanding of China's National 13th Five-Year Plan for Natural Gas Development[J].Natural Gas Industry,2017,37(3):1-8.
[17]刘应红,徐东,唐国强.油气市场准入改革对国有大型石油石化企业的影响--对《深化石油天然气体制改革的若干意见》的解读[J].天然气工业,2017,37(7):115-120.Liu Yinghong,Xu Dong&Tang Guoqiang.Impact of oil and gas market access reform on giant state-owned petroleum and petrochemical enterprises in China:Interpretation of Several Opinions on Deepening Oil and Gas System Reform[J].Natural Gas Industry,2017,37(7):115-120.
[18]辜穗,党录瑞,杜啸天,杨雅雯,敬代骄,曾诚,等.天然气产业可持续发展机制[J].天然气工业,2019,39(2):117-123.Gu Sui,Dang Lurui,Du Xiaotian,Yang Yawen,Jing Daijiao,Zeng Cheng,et al.Sustainable development of natural gas industry[J].Natural Gas Industry,2019,39(2):117-123.
[19]吴茜.供应商考核评价体系的研究[D].北京:北京邮电大学,2013.Wu Qian.Research on supplier evaluation system[D].Beijing:Beijing University of Posts and Telecommunications,2013.
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