：随着我国经济的快速发展，越来越需要“清洁、低碳、安全” 的能源，对低碳、环保的液化天然气（LNG）能源越来越重视。LNG 市场的发展前景广阔，同时竞争也比较激烈。湖南通弘新兴能源发展 有限公司作为华南地区的一家LNG贸易商，需要在多重市场竞争压 力、供销不平衡等等不利因素的影响下脱颖而出，研究通弘新能源公 司的LNG营销策略显得十分有必要。 本文根据目前通弘新能源公司LNG营销状况，结合与营销管理 相关的4P营销策略理论、环境分析理论，运用PEST方法、SWOT 方法和波特五力模型分析通弘新能源公司LNG营销的宏观环境、微 观环境和公司内部LNG营销现状，通过调查问卷法来了解通弘新能 源公司LNG营销在产品、价格、渠道和促销等四个方面存在的问题。 由此制定出通弘新能源公司的LNG营销规划和目标，分别从促销、 定价、渠道、产品等四个方面制定出适合通弘新能源公司的营销策略， 同时提出从重视人才的教育培训、加强营销团队建设、完善公司的绩 效考核、走健康绿色发展之路等四个方面保障营销策略的有效实施。 通过营销策略来推动企业的快速发展，使得企业在商海中永远处于不 败之地。 关键词：通弘新能源公司；液化天然气（LNG）；营销策略 III ResearchonLNGMarketingStrategyofHunanTonghong NewEnergyDevelopmentCo.,Ltd JiaoJinsai(MBA) DirectedbyLiDongsheng Abstract:WiththerapiddevelopmentofChina'seconomy,moreand more"clean,low-carbon,safe"energyisneeded,andmoreandmore attentionispaidtolow-carbon,environmentalfriendlyliquefiednatural gas(LNG)energy.TheLNGmarkethasabrightfutureandfierce competition.AsaLNGtraderinSouthChina,HunanTonghongNew EnergyDevelopmentCo.,Ltdneedstostandoutundertheinfluenceof multiplemarketcompetitionpressure,unbalancedsupplyandmarketing andotheradversefactors.ItisnecessarytostudytheLNGmarketing strategyofTonghongnewenergycompany. Inthispaper,accordingtothecurrentLNGtonghongnewenergy companymarketingstatus,combinationof4Pmarketingstrategyrelated tomarketingmanagementtheory,thetheoryofenvironmentalanalysis, usingthemethodofPESTandSWOTanalysismethodandthemodelof porterfiveTonghongnewenergycompanyLNGmarketingmacro environment,microenvironmentandtheinternalLNGmarketingpresent situation,throughthequestionnairetosurveyonnewenergycompany LNGmarketinginproduct,price,channelandpromotionandsoonfour aspectsofproblems.ThusmakeTonghongnewenergycompany'sLNG IV marketingplanandtarget,respectivelyfromthepromotion,pricing, channel,productandsoonfouraspectstodevelopasuitableTonghong newenergycompany'smarketingstrategy,andputsforwardfrom educationattachesimportancetotalentstraining,strengtheningmarketing teambuilding,improvethecompany'sperformanceappraisal,gotheway ofhealthygreendevelopmentinfouraspects,suchasensuringthe effectiveimplementationofthemarketingstrategy.Throughthe marketingstrategytopromotetherapiddevelopmentoftheenterprise,so thattheenterpriseinthebusinessseaisalwaysinaninvincibleposition. Keywords:Tonghongnewenergycompany;Liquefiednaturalgas (LNG);Marketingstrategy 目录 摘要............................................................................................................II Abstract..................................................................................................III 第1章绪论...........................................................................................1 1.1选题背景.......................................................................................1 1.2研究意义.......................................................................................3 1.3国内外研究现状..........................................................................4 1.3.1国内研究现状...................................................................4 1.3.2国外研究现状...................................................................5 1.4主要研究内容..............................................................................6 1.5研究方法与技术路线图..............................................................7 1.5.1研究方法............................................................................7 1.5.2技术路线图.......................................................................8 第2章相关理论综述...............................................................................9 2.1营销策略概述..............................................................................9 2.24P营销理论...............................................................................10 2.3绿色营销理论............................................................................11 2.4环境分析相关理论....................................................................12 2.4.1宏观环境分析.................................................................12 2.4.2微观环境分析.................................................................12 2.4.3企业内部环境分析.........................................................13 2.4.4波特五力模型.................................................................13 第3章通弘新能源公司LNG营销环境分析.........................................15 3.1通弘新能源公司概况................................................................15 3.1.1公司简介..........................................................................15 3.1.2组织机构..........................................................................15 3.1.3营销业务流程.................................................................16 3.1.4气源保障..........................................................................17 3.1.5运输保障..........................................................................17 3.2宏观环境分析............................................................................18 3.2.1政治环境..........................................................................18 3.2.2经济环境..........................................................................20 3.2.3社会环境..........................................................................21 3.2.4技术环境..........................................................................25 3.2.5宏观环境分析总结.........................................................26 3.3市场环境分析............................................................................28 3.3.1市场供需情况.................................................................28 3.3.2行业竞争情况.................................................................33 第4章通弘新能源公司LNG营销存在的问题.....................................37 4.1调查问卷设计............................................................................37 4.2调查概况.....................................................................................37 4.3调查分析统计情况....................................................................37 4.3.1初步统计情况.................................................................37 4.3.2产品策略方面存在的问题.............................................39 4.3.3价格策略方面存在的问题.............................................39 4.3.4渠道策略方面存在的问题.............................................41 4.3.5促销策略方面存在的问题.............................................45 4.4本章小结.....................................................................................45 第5章通弘新能源公司LNG营销策略的制定.....................................47 5.1通弘新能源公司LNG营销规划与目标....................................47 5.1.1通弘新能源公司LNG营销规划......................................47 5.1.2通弘新能源公司LNG营销目标.....................................48 5.2通弘新能源公司LNG营销策略的制定....................................49 5.2.1产品策略..........................................................................49 5.2.2定价策略..........................................................................50 5.2.3渠道策略..........................................................................51 5.2.4促销策略..........................................................................51 5.3通弘公司LNG营销策略实施的保障措施................................52 5.3.1重视人才教育培训.........................................................52 5.3.2加强营销团队建设.........................................................52 5.3.3完善公司的绩效考核........................