The Research On The Market Strategy Of Electric Power Companies

In the shortage period, electric power was undersupply like other merchandises. Nobody had marketing concept, let alone establish marketing system. With the development of Chinese reform, the social economy has developed from shortage to surplus. The marketing channels have been diversified which solved the problem of undersupply. But now the electric power industry is facing oversupply problem and even in some areas, power can't find enough market. With the development of electric power industry reform, the customers are showing more demands in power quality, reliability, convenience and the whole process of service. However, as an invisible product, there is still no systematic research about its strategy, organizational structure and its HRM. No more are its promotion, marketing concept establishment and the capital arrangement. The electric power industry is a foundation industry of national economy which is tied with features of public utilities. Power is a special and invisible product and its most additional product is service. This unique feature shows that marketing activities is quite important. Under the new situation, marketing and company development system based on market oriented, deepening market permeation on objective market, widening occupying substitute-goods market, improving service level, increasing market competitive ability, which are great effecting the national economy and people's living standard.This paper applies the theories related to marketing and strategic management.According to the present situation of power marketing, its problems and features, the paper segments the electric power market by analyzing the electric power macroenvironment and its major body. Then the paper puts forward cost advantage, marketing permeation. And based on those strategies, the paper pays more attentions to marketing tactics. Then the author offered related measures to carry out the marketing strategic tactics. Of course for the problems which may appear, the author also gave related resolutions. In the end, the paper forms a set of sketch of electric power marketing system which guide company marketing and improve service levels.