How to improve the marketing management level of city gas enterprises

How to improve the marketing management level of city gas enterprises

With the increasingly mature and fierce competition in the gas market, it is impossible for gas enterprises to survive and develop and maintain good economic benefits only by installation income. Once the market is lost or saturated, the enterprise will lose its economic source and development momentum. However, novel marketing management will be the best means to promote the continuous development of gas enterprises and improve their efficiency. Of course, the marketing of gas enterprises is not just gas sales. At present, natural gas is still in short supply and in the seller's market, and gas companies are not worried about not selling it. With the constant change of marketing methods and the constant update of marketing means, the marketing management of enterprises must also be constantly improved and innovated. Then, as a gas enterprise, how should we promote marketing management and improve enterprise efficiency? The following is my understanding of how to improve the marketing management level of city gas enterprises. Welcome to reading.

1 Improve the marketing awareness of managers and employees.

(1) Due to the particularity of the gas industry, the safety pressure is high. In order to ensure safety, managers of gas enterprises pay more attention to safety work, thus ignoring the management of marketing work. Safety first is correct, and we must also pay close attention to safety work. However, enterprise managers must also clearly realize that without market and marketing management, it is difficult for enterprises to have better economic benefits, and without economic support, safety investment cannot be guaranteed. It can be said that an unprofitable enterprise cannot guarantee its safe work. Therefore, as the manager of gas enterprises, we must clearly understand this problem and take marketing as the leading work to promote the smooth development of enterprises.

(2) With the increasing number of users in gas enterprises, the increasing basic data, the continuous use of all kinds of gas meters, the continuous updating of management systems and the continuous adjustment of user prices, this series of changes has also brought great challenges to marketing management. If any link is improperly closed, it may lead to major management problems or legal disputes, which will make the management of the enterprise out of control and eventually cause huge economic losses and affect the efficiency of the enterprise. Therefore, as employees of gas enterprises, they must clearly realize that marketing work is not only selling natural gas, but also charging by meter reading. It should be more about the supervision, control and management of all business links of enterprises, so as to better prevent the phenomena of "illegal households", unreasonable prices and untimely charges caused by management negligence, and effectively ensure the benefits of enterprises.

(3) Case: In 2008, a gas company in Chongqing strictly cleaned up its system management users by means of marketing supervision, compliance management and internal monitoring, and nearly 20,000 blank users and duplicate users were cleaned up, which effectively clarified the company's user management. At the same time, through the clean-up inspection of "zombie users", a large number of long-term unpaid users were found in time, and smart meters went straight to users. Through timely recovery, the company recovered economic losses of more than 300,000 yuan. Through the monitoring of users' sales, we not only found some hidden dangers of indoor "air leakage" to ensure indoor safety, but also effectively found some users who changed civil gas to commercial gas privately, changed the gas price in time, and saved economic losses for gas companies.

2. Strengthen marketing training and enrich front-line marketing talents.

(1) Due to the unclear understanding of marketing, enterprise managers often think that marketing is sales, that is, ordinary meter reading fees, and marketing workers are ordinary operators. The marketing work of many natural gas companies often stays on sales statistics. Turn a blind eye to the rapid development of marketing knowledge, and the training of marketers often stays at the operational level, ignoring the cultivation of management knowledge of marketers. In fact, the marketing work of gas enterprises is not only installation and account opening, but also sales statistics, and more should be management control. Specifically embodied in: managing and controlling the market; Management and control of sales targets; Management and control of accounts receivable; Management and control of transmission differences; Management and control of enterprise services; Even the management and control of user security. To manage and control these tasks well, it is required that the marketing personnel of gas enterprises have high personal qualities. Marketers should not only be familiar with marketing skills and gas technology, but also be able to communicate with customers tactfully and flexibly, and strive for benefits for enterprises while serving users. Therefore, strengthening the training of marketing personnel, promoting the diversity of training, letting enterprise marketing personnel go out, keeping up with the development of marketing knowledge, and learning more management knowledge and communication skills are the guarantee to promote enterprise efficiency.

(2) Because gas enterprises are in a monopoly position, they don't pay enough attention to marketing work and don't realize the great benefits that marketing work brings to enterprises, which leads enterprise managers to pay more attention to production and safety and concentrate talents on safety production management. The lack of talents also makes the marketing work of gas enterprises lack vitality. In order to develop, be dynamic and do a good job in marketing management, enterprises must enrich more outstanding talents to marketing posts and give them more opportunities. Only when the marketing front-line talents are enriched can the front-line positions of enterprises be well maintained and well maintained, and enterprises may have more energy and benefits to ensure the long-term orderly development of enterprises; Only when there are more marketing talents can enterprises really go out and strive for more benefits for enterprises.

(3) With the popularity and development of the Internet, major enterprises have started online marketing and WeChat marketing, which not only improved the visibility of enterprises, but also effectively spread the enterprise concept and safety awareness to users. Wuhan Gas Company established WeChat WeChat official account through WeChat platform, and effectively publicized and promoted its own enterprises. Of course, the application of new marketing forms and marketing means cannot be separated from talents. Gas enterprises must keep pace with the times and promote the development of marketing.

Standardize the system, improve the process, and standardize marketing management with iron discipline.

In marketing management, how to ensure that gas enterprises collect prepayments and receivables from downstream enterprises in time, how to implement installation prices and gas prices, how to effectively control gas consumption indicators, how to reduce losses, and how to correctly handle gas leakage problems are directly related to the economic interests of enterprises and directly affect their benefits. If these problems are not handled well, it will bring huge economic losses to enterprises and directly affect their benefits. When dealing with these problems, enterprises should first strengthen their internal management, and only when their own management is excellent can they exercise reasonable restraint in foreign negotiations. Therefore, enterprises formulate strict rules and regulations, so that there are rules to follow; It is necessary to improve the treatment process to make it watertight; Management must be standardized by iron discipline, so that those responsible can be investigated.

On the one hand, only through standardized system, perfect process and iron discipline can enterprises carry out marketing work one link at a time and supervise one link at a time, so that each link is finally controlled and key links are supervised, thus promoting marketing work and improving enterprise efficiency. For example, in the process of collecting the initial installation fee for commercial users in Chongqing, there is a fee called the initial installation fee. According to the Chongqing price document, this fee is charged according to the maximum daily gas consumption of commercial users multiplied by 900 yuan. If there is no standardized system and perfect process, marketers can fiddle with the collection of this fee, which will bring losses to enterprises. A gas enterprise in Chongqing established a system and strictly monitored the collection of gas initial installation fees through its own internal control management. Through systematic management and monitoring, the company can earn a profit of nearly one million yuan only by charging the initial installation fee every year.

On the other hand, only by standardizing the system, perfecting the reward and punishment system, and making rewards and punishments clear, can we improve the enthusiasm of marketers and mobilize more people to actively participate in marketing, market competition and debt recovery.

Strengthen publicity, improve service and attract users with a good corporate image.

In addition to management and sales, enterprises should also realize that advertising and services are also an indispensable part of marketing. Due to the monopolistic nature of gas companies, many gas companies will ignore the investment in advertising and services, thinking that "the fragrance of wine is not afraid of the depth of the alley", even if users do not publicize, they will find themselves, even if users with bad attitudes will not run away. In fact, with the continuous progress of society and the continuous improvement of people's legal awareness, even monopoly enterprises must abide by laws and social ethics. Without a good sense of political responsibility and social responsibility, even monopoly enterprises will bow before the law and public opinion. Once the enterprise service fails to keep up with the requirements of social development, it may violate the law, and it may pay a huge economic price and cause huge economic losses. Therefore, as a gas enterprise, while strengthening its own management, it must attach great importance to enterprise publicity and service.

On the one hand, gas enterprises should pay attention to the investment in advertising and strengthen the publicity of enterprises. Even if the enterprise is monopolized and does not need to promote products, it can use advertising concepts, standards and services. Once the concept and standards of this enterprise are deeply rooted in the hearts of the people and the service is recognized by the public, even if there are challengers, it will not shake the leading position of the enterprise and will inevitably bring huge economic benefits to the enterprise; For example, when Chongqing Kaiyuan Beicheng Branch built an international safe community in Renhe Street, Yubei New District, it carried out a lot of safety publicity in coordination with the street, and also printed a large number of safety warning signs and posted them on gas meters, valves and cookers in users' homes. This move not only effectively carried out safety publicity, but also established a good corporate image in the people and areas, which was well received by government departments and the masses.

On the other hand, it is not enough for enterprises to rely solely on oral publicity. Consumers' loyalty to enterprises depends on their own services. Only when the service satisfies consumers can consumers be loyal to the enterprise. The service of gas enterprises should not only be reflected in the visible smile service, but also in the invisible intimate service. For example, in winter, the gas source is tight and the air pressure is low, so users have problems with gas use. Can the gas company send a warm reminder? Can the gas distribution station staff appropriately increase the pressure during the peak hours of gas consumption to ensure residents to use gas?

5. Relying on the government and applying laws to promote the development of enterprise marketing.

The growth and development of gas enterprises can not be separated from the support of the government; The protection of corporate interests is also inseparable from the protection of the law. This is especially true for the marketing work of gas enterprises, which involves not only dealing with and serving users, but also government affairs and legal affairs. Therefore, when dealing with government and legal affairs, the marketing personnel of enterprises must be active and cautious. They should not only rely on the government to gain greater policy advantages, but also make good use of legal means to safeguard the interests of enterprises from being harmed.

On the one hand, the division of gas market and the adjustment of gas price must be supported by government departments, and leaving the government to engage in marketing work is bound to fail. Therefore, enterprises must be soberly aware of this. When carrying out marketing work, they must closely combine with the government, clearly understand the policy situation, find out the spirit of the document, and launch marketing strategies in time. For example, at the end of 20 12, the price of natural gas in the upper reaches of Chongqing rose due to the import of natural gas into China, and the price of natural gas in the main city was adjusted by the Chongqing Municipal Development and Reform Commission, and the price departments in all districts and counties adjusted themselves. Because some gas enterprises in Wanzhou District failed to communicate with the price department in time and failed to adjust the price immediately with the main city, the price adjustment lagged behind. At the beginning of 20 13, in order to strictly control CPI growth, the national development and reform commission prohibited local governments from adjusting water and electricity prices. This policy directly led to the failure of natural gas enterprises in Wanzhou District to adjust prices in time, and each enterprise lost nearly 10 million yuan.

On the other hand, stealing gas, cutting corners and changing the nature of gas without permission are still widespread, which directly affects the economic benefits of enterprises. To safeguard their own interests, enterprises must make good use of legal means and use legal weapons to safeguard their own interests.

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