Abstract: The effect analysis of natural gas demand factors plays an important role in predicting market demand and energy market stability at the enterprise level. Based on the natural gas marketing data of Southwest Oil and Gas Field Company, this paper analyzes the effect of various influencing factors and the heterogeneity of the industry using a multi-factor regression model. The results show that there are overall differences and industry heterogeneity in the effects of various influencing factors. When studying and judging the key factors affecting demand, enterprises should focus on factors like the market price of civil natural gas, the price difference between prices of urban gas use and supply, natural gas supply price, market price of industrial natural gas. Energy enterprises should build intelligent marketing management strategies based on complex scenarios, strengthen the prediction and risk response capabilities, and promote the high-quality development, so as to promote the healthy operation of China's energy industry, and serve the top-level design of national energy security.

Key words: natural gas demand, energy risk, energy security, marketing strategy, multi-factor regression model