Project background:

Natural gas is a clean, low-carbon, efficient energy, with broad prospects for development.2020In, China's natural gas consumption reached3700100 million cubic meters, accounting for the primary energy consumption structure.8.1%, year-on-year growth7.2%. Expected2030In 2010, China's natural gas consumption will reach5400100 million cubic meters, the proportion will be increased15%. With the rapid growth of natural gas demand, the market competition is becoming increasingly fierce. China's natural gas market is dominated by three major state-owned oil companies (PetroChina, Sinopec and CNOOC), but in recent years, a number of private and foreign-funded enterprises have emerged, such as Hengli Petrochemical, Evergrande Energy, Shell, ExxonMobil and so on. These companies are in the exploration and development of natural gas, pipeline network construction,LNGImports, city gas and other fields have been laid out, which has formed certain challenges and pressures on state-owned oil companies.

Customer pain points:

The client is a subsidiary of a state-owned oil company, mainly engaged in natural gas exploration and development and sales. The main problems faced by customers are as follows:

Declining market share: customers' share of the domestic gas market has declined year by year, from2015of the year18%Drop2020of the year12%. Customers have lost their competitive advantage in some regions and market segments and cannot effectively withstand the impact of other companies.

Insufficient supply: the customer's own natural gas production cannot meet the market demand and relies on imports.LNGMake up the gap. but dueLNGHigh price volatility, high import costs, and risks to customers in terms of supply stability and profitability.

Marketing ability is not strong: customers lack innovation and vitality in marketing, mainly rely on the traditional long-term contract sales, lack of market changes and customer needs keen grasp. There is a gap between customers and benchmarking companies in terms of product structure, price strategy, and service quality.

Project purpose:

20237In January, in order to help customers improve their competitiveness and profitability in the natural gas market, Shangpu Consulting Company was entrusted by customers to carry out a natural gas market competitiveness research and strategic planning project. The main objectives of the project are as follows:

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:

Customers themselves: through user research senior managers, business department heads, technical personnel, etc., to understand the customer's strategic objectives, business conditions, product structure, price strategy, marketing model, service quality and other aspects of information, as well as the problems and challenges faced by customers.

Benchmarking enterprises: by collecting and studying the public information of benchmarking enterprises, such as annual reports, official websites, news reports, etc., as well as through secret purchase, telephone interview, etc., to understand the scale, market share, product structure, price strategy, marketing mode, service quality and other aspects of benchmarking enterprises, as well as the advantages and disadvantages of benchmarking enterprises.

Customer groups: through the existing customers and potential customers of user research, to understand the customer's demand characteristics, purchase behavior, satisfaction evaluation, loyalty level and other aspects of information, as well as the customer's views and willingness to choose the benchmark enterprise.

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

Project Content:

The content of the project mainly includes the following aspects:

Market research: study the scale, structure, growth rate and regional distribution of the natural gas market, and evaluate the attractiveness and potential of the market.

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.

Customer research: study the main customer groups in the natural gas market, including city gas, industrial fuel, power generation gas, chemical gas, etc., evaluate the size, structure, demand characteristics, purchase behavior, etc. of the customer group, and determine the value and satisfaction of the customer group.

SWOT study: a comprehensive study of the customer's strengths in the gas market (Strengths), disadvantage (Weaknesses), opportunity (Opportunities) and threats (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.

Feasibility study: predict the performance and effect of customers in the natural gas market after the implementation of strategic planning, including market share changes, sales revenue growth, profit margin improvement and other indicators, and provide customers with feasibility studies and risk assessments.

The project provides the following value to the customer:

To help customers fully understand the development trend and future trends of the natural gas market, and provide the basis and guidance for customers to formulate long-term strategic plans.

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.

Help customers identify their strengths and weaknesses in the natural gas market, and provide solutions and support for customers to enhance their core competitiveness and market share.

Help customers predict the market performance and economic benefits after the implementation of strategic planning, and provide a basis and guarantee for customers to evaluate the feasibility and risk of the project.