Project background:

天然气是一种清洁、低碳、高效的能源，具有广阔的发展前景。2020年，我国天然气消费量达到3700亿立方米，占一次能源消费结构的8.1%，同比增长7.2%。 预计到2030年，我国天然气消费量将达到5400亿立方米，占比将提升到15%。随着天然气需求的快速增长，市场竞争也日趋激烈。 我国天然气市场由三大国有石油公司（中石油、中石化、中海油）主导，但近年来也涌现了一批民营和外资企业，如恒力石化、恒大能源、壳牌、埃克森美孚等。这些企业在天然气勘探开发、管网建设、LNG进口、城市燃气等领域都有所布局，对国有石油公司形成了一定的挑战和压力。

Customer pain points:

客户是一家国有石油公司的子公司，主要从事天然气勘探开发和销售业务。 客户面临的主要问题有以下几个方面：

市场份额下降：客户在国内天然气市场的份额逐年下降，从2015of the year18%降至2020of the year12%。客户在部分区域和细分市场上失去了竞争优势，无法有效抵御其他企业的冲击。

供应不足：客户自身的天然气产量无法满足市场需求，依赖进口LNG弥补缺口。 但由于LNG价格波动大，进口成本高昂，客户在供应稳定性和盈利能力上都存在风险。

营销能力不强：客户在营销方面缺乏创新和活力，主要依靠传统的长协合同进行销售，缺乏对市场变化和客户需求的敏锐把握。 客户在产品结构、价格策略、服务质量等方面与竞争对手相比存在差距。

Project purpose:

20237月，为了帮助客户提升在天然气市场的竞争力和盈利能力，尚普咨询公司受客户委托，开展了天然气市场竞争力研究与战略规划项目。 项目的主要目的有以下几个方面：

Study the current development and future trends of the natural gas market, and evaluate the attractiveness and competitive landscape of the customer's industry.

Identify the customer's core competencies and advantageous resources in the natural gas market, as well as the existing problems and deficiencies.

Propose strategic recommendations and action plans for current problems and future opportunities for customers, including supply security, product structure, pricing strategy, marketing model, service quality, etc.

Predict the market performance and economic benefits of customers after implementing strategic plans, and provide customers with feasibility studies and risk assessments.

Research object:

The research objects of the project mainly include the following categories:

客户自身：通过访谈客户的高层管理者、业务部门负责人、技术人员等，了解客户的战略目标、业务状况、产品结构、价格策略、营销模式、服务质量等方面的信息，以及客户面临的问题和挑战。

Competitors: By collecting and studying competitors' public information, such as annual reports, official websites, news reports, etc., as well as through secret purchases, telephone interviews, etc., to understand competitors' scale, market share, product structure, price strategy, marketing model, Information on service quality, etc., as well as the strengths and weaknesses of competitors.

Customer group: Through interviews with existing customers and potential customers of customers, we can understand the characteristics of customers' needs, purchase behavior, satisfaction evaluation, loyalty level and other aspects of information, as well as customers' views and willingness to choose competitors.

Industry experts: through interviews with industry associations, government agencies, research institutions, media and other relevant people, we can understand the development trend and future trend of the natural gas industry, as well as the opportunities and challenges existing in the industry.

Project Content:

项目的内容主要包括以下几个方面：

市场研究：研究天然气市场的规模、结构、增长率、区域分布等方面的数据，评估市场的吸引力和潜力。

Competition research: study the main competitors in the natural gas market, including state-owned oil companies, private enterprises, foreign-funded enterprises, etc., evaluate the strength and strategy of competitors, and determine the strengths, weaknesses and threats of competitors.

客户研究：研究天然气市场上的主要客户群体，包括城市燃气、工业燃料、发电用气、化工用气等，评估客户群体的规模、结构、需求特点、购买行为等，确定客户群体的价值和满意度。

SWOT study: a comprehensive study of the customer's strengths in the gas market (Strengths), disadvantage (Weaknesses）、机会（Opportunities）和威胁（Threats), determine the customer's positioning and competitiveness in the market.

Strategic planning: accordingSWOTThe results of the study, put forward the strategic objectives and action plans for customers in the natural gas market, including supply guarantee strategies (such as increasing self-produced gas, diversifying import sources, etc.), product structure strategies (such as optimizing product mix, developing new products, etc.), price strategies (such as formulating flexible price mechanisms, improving price competitiveness, etc.), Marketing strategies (such as innovative marketing models, enhancing brand image, etc.), service strategies (such as improving service quality, increasing service added value, etc.), etc.

可行性研究：预测客户实施战略规划后在天然气市场上的表现和效果，包括市场份额变化、销售收入增长、利润率提升等指标，为客户提供可行性研究和风险评估。

项目为客户提供了以下价值：

帮助客户全面了解天然气市场的发展态势和未来趋势，为客户制定长期的战略规划提供了依据和指导。

Help customers in-depth study of the competitive landscape of the natural gas market and customer needs, and provide references and suggestions for customers to optimize product structure and price strategies.

帮助客户识别自身在天然气市场上的优势和劣势，为客户提升核心竞争力和市场份额提供了方案和支持。

帮助客户预测实施战略规划后的市场表现和经济效益，为客户评估项目的可行性和风险提供了依据和保障。