Research On Theory And It's Application Of Electricity Marketing Of Electricity-Supplying Enterprise

Definition of electricity market is comprehensive, it mainly contains three sub-markets: generating market, transmitting market and consuming market of electricity. Last market is the market where electricity-supplying enterprise supplies electricity for consumers directly.For electricity-supplying enterprise that is lying in the reform of electricity market, it is facing more and more serious circumstances, for example, the buyer's market of electricity is forming in low level of electricity consumption, substitute energies (such as nature gas, coal, petroleum, etc.) are coming into being more and more big threat for electricity-supplying enterprise. With the deepening of reform of electricity market, the reform of consuming market of electricity is going to come, i.e., introducing competing mechanism and breaking monopoly in the part of electricity-supplying to generate competitive consuming market of electricity, all consumers will freely choose electricity-supplying enterprise by themselves, at the same time, electricity-supplying enterprise will face more competitors. However, current researches are mainly based on parts of generating and transmitting of electricity, researches on consuming market of electricity is few. So, in such situation, electricity marketing strategy of electricity-supplying enterprise has important practical and academic signification, it is becoming a research hotspot in electricity industry.Contents of the paper mainly includes six parts as following:(1) The paper analyses electricity marketing circumstances, in this part, it applies Michel Porter's model of market competing powers to depicting competing circumstance, and applies SWOT to studying four aspects (strengths, weakness, opportunities and threats) of electricity marketing.(2) In the part of segmenting of consuming electricity market, the paper brings forward several kinds of segmenting standard, and analyses aspects (such as demand character and growth potential, etc.) of each segmenting market.(3) Currently, there are many methods for choosing target market, aiming to defects of these methods, and referring to thinking of Extenics, the paper brings forward the priority-degree evaluating that is suitable for choosing target market of electricity.(4) The paper applies game theory (dynamic game, static game) to studying principle of electricity price strategies in the game courses between electricity-supplyingenterprise with consumer, else electricity-supplying enterprise and substitute energy enterprise.(5) The paper studies marketing strategies of six aspects (including product, price, place, promotion, service, public relationship) with such theories as 5P+S marketing combination, quality management and service marketing, etc.(6) Taking example for one electricity-supplying enterprise, the paper empirically analyses several above parts including electricity marketing circumstances, segmenting of electricity market and choosing of electricity target market.At last, according to above research on marketing strategies of electricity-supplying enterprise, the paper puts forward policy proposals for electricity-supplying enterprise.