The Research On The Marketing Tactics For Power Supply Enterprise Of ChengDu Area On The Basis Of Demand Management

With the implementation of so many industrial policies such as developing the west, Chengdu makes the regional economy develop rapidly relying on the good position advantage. The electricity has played a great role during the process of soaring in regional economy as a vanguard of national economic development. At the time of the economic development, the living standards of the people are improving constantly too, the electric market changes greatly. Before long, the electricity, as the commodity in short supply, people' s demand level is not high, with "have" being a basic goal. Meanwhile, because the long-term one lacks the electricity, people' s psychological ability to bear in this ration period is relatively strong. After the reform of raising funds to build power plants, began to tend towards the balance gradually in electric supply and demand in 1997, even the surplus appears for a time. Just this period, the market-based reform of the electricity raises the curtain formally. The marketing consciousness of the power supply enterprise revives gradually under the multiple pressures of pluralism, electric system reform and market demand pluralism. But the market situation changed suddenly in the situation after entering 21st century. When electric enterprises were complying with the reform trend, responding market demand, exploring themarketing tactics, reinventing the serving type corporate image actively, the burst of severe electric supply and demand situation puts forward the great challenge to marketing work of electric enterprises. Under the background in such an era, how could the power supply enterprise who is exploring the marketing tacticsrto find the very crux accurately? And how could it utilize the marketing tactics to deal with reality? This is the main subject that the thesis tries to study.This thesis has used the relevant theories knowledge of demand management in the serve-marketing theory. On the basis of the result of statistical analysis the marketing data of power supply enterprise by using software such as SPSS, it analysis on electric demand development characteristic of area of Chengdu. Then it estimates roughly the development trend of regional electric demand. And at last, it offers the concrete way that the marketing tactics innovate on the basis of demand management for power supply enterprise, combine with such eras as the regional economy development characteristic and system reform, turn of the market of Chengdu, etc. background. This thesis aims at offering new thinking and new method of creation for the marketing activity of power supply enterprise.