Several suggestions on the implementation of whole-life-cycle management for natural-gas customers

DU Qiping, YUAN Can, YANG Yawen, LUO Lingrui, WANG Lijun

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Natural Gas Technology and Economy ›› 2021, Vol. 15 ›› Issue (6) : 58-62. DOI: 10.3969/j.issn.2095-1132.2021.06.010
MARKET AND PRICE

Several suggestions on the implementation of whole-life-cycle management for natural-gas customers

  • DU Qiping, YUAN Can, YANG Yawen, LUO Lingrui, WANG Lijun
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Abstract

In order to keep pace with new situations and requirements on supply-demand market to continuously deepen reform and realize quality development under the "X+1+X" market-oriented mechanism which is formed gradually in the domestic natural-gas market, PetroChina Southwest Oil & Gasfield Company comprehensively adopted a new mode of natural-gas marketing with customer as the soul and creating value as the core, and implemented a whole-life-cycle management for natural-gas customers. Results show that (1) for natural gas, its whole life cycle can be subdivided into four management stages, i.e., identification and cultivation, growth and development, maturity and consolidation, and decline and termination; (2) there are different characteristics and objectives in these four stages. The objectives achieved in each stage are determined through standardized life-cycle customer management procedure. To realize these objectives is ensured by means of supporting tools; (3) four suggestions are proposed for implementing the whole-life-cycle management, including new customer tapping and development strategy during identification and cultivation stage, customer value promotion strategy in the growth and development stage, customer relationship maintenance strategy in the maturity and consolidation stage, and customer relationship retention and termination strategy in the decline and termination stage.

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Natural-gas customer / Marketing / Natural-gas sales / Whole-life-cycle management

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DU Qiping , YUAN Can , YANG Yawen , LUO Lingrui , WANG Lijun. Several suggestions on the implementation of whole-life-cycle management for natural-gas customers. Natural Gas Technology and Economy. 2021, 15(6): 58-62 https://doi.org/10.3969/j.issn.2095-1132.2021.06.010

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