Stakeholder-based theoretical innovation on natural-gas marketing strategy and its application to Sichuan-Chongqing region
Taking the natural-gas market in Sichuan-Chongqing region which is undertaken by A company as an example,we discussed the interest demand from different stakeholders in this marketing,including local government,gas companies,competitors,customers and financial setup in order to gain new advantages in market competition,and pointed out the ne-cessity of innovating the stakeholder-based theory on marketing strategy.Results show that(i)involving the tripartite game of gas suppliers,government and customers,an analytical framework is established,and the marketing strategy is proposed for each stakeholder;(ⅱ)it is necessary for this company to establish new marketing theories and strategies based on stake-holders whose difference is taken into consideration;and(ⅲ)from A company's marketing practice during 2015 to 2023,it is suggested to apply the optimized stakeholder-based theory to gas marketing.In conclusion,not only the proposed gas marketing mode based on the stakeholder theory but the targeted marketing strategy for different stakeholders may meet re-quirements of market-oriented reforms.As a result,A company has won competitive advantages in the natural-gas market-ing under the new situation,so as to achieve a win-win effect of multiple parties including gas suppliers,government and customers.
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