Research On Segments Market Of Electricity-Supplying And Marketing Strategy In Chongqing

Nowadays, there have been profound changes in the electric power industry around the world. The reformation of electric power market in our country has been going through step by step. With the development of the reformation, establishment of the market on power supply and power consuming must be done.Because of the reformation, power enterprises are confronted with a lot of problems, especially marketing strategy. Firstly, undersupply of the electric power has changed into the lack of its demanding. Secondly, the generation of electricity and the sale of electricity increase slowly, the proportion and the cost of purchasing electricity go up. Thirdly, the electricity expense due becomes more and more so that the operation of the electric grid becomes more and more difficult, and the knowledge on characteristic of demand is not enough to exploit the potential of power consuming market. Finally, the concept of marketing is not based on the market, and the low level of service results in the simpleness of the marketing strategy, and the marketing system cannot meet the demand of the market changing. Then, how to exploit the power consuming market, develop the potential of sale of electric power, and enlarge the market share of the region by organizing efficient marketing system, effective marketing strategy and the service system are the problems that have to be dealt with urgently by the enterprises of electric power supply.In this paper, the power consuming market in Chongqing has been taken for an example, and the research focus on the subdivision of the power consuming market for the enterprises of electric power supply and the marketing strategy that include the following four parts: analysis of the marketing environment for the power consuming market, the subdivision of the power consuming market, the combination strategy of the power consuming market, and demonstration analysis.(1). In this paper, the market competitive power model put forward by Mike Baud has been adopted to describe the environment of competition in order to analyze the condition of the power consuming market, and the SWOT analyzing method has been used to study the advantages, disadvantages, opportunities and challenges of the power consuming market of the enterprises of electric power supply.(2). Several subdivision criteria have been put forward for the research of the power consuming market, and the demanding characteristic and the potential ofincreasing for every subdivision market have been analyzed in this paper.(3). The research focus on the marketing strategies on the electric product, the electricity price, the distribution channel, the sales promotion, the service of power supply and the public relation by using the following theories: '5P+S', quality control and service marketing.(4). Based on 'the Chongqing electric power company' example, the environment of power consuming marketing, the subdivision of the power consuming market and the combination strategy of the power consuming market have been analyzed in this paper.In the end, through studying the strategies of power consuming marketing for the enterprises of electric power supply, some effective suggestions on setting up and practicing the marketing strategy for those enterprises have been made.