Abstract For Power Electric Enterprise's Competition Strategy And Its Implementing Policy In China

The learning of enterprise management lessons, which emphasize the combinations the theory and practice, this thesis discusses the situation of the power development and the future trend, including the competition strategy, the competition advantage, the marketing structure, the marketing policy and the industry analysis. It analyzes the power industry competition strategy and provides the directions and steps for implementing policy.The power industry is a special industry which is relative to the national economy and the people's livelihood. The special structure is monitored by the government' s administration. With the characteristics of the natural monopolization of the idea that the power industry should controlled and operated by the nation for a longtime, we have met two aspects of problems which are: one is that the abuse caused by the monopolization operation. For example, there is no cost and price control, competition promotion and the motive for changing the attitude and quality of the services, which is not fair to the independent power enterprises. Two, on the aspect of price making, the cost is not the deciding factor. The power administration only provides the single price service to the customers with the method of allowance.Internationally, the concept of the natural monopolization has been eliminating, the marketing power has entered. With the breaking of monopolization apotheosis, the power industry management system reform has spread over the whole world. The global power industry are experiencing the biggest reform. Looking back from the results of these countries, firstly the transparency of the government administration has strengthened; secondly the efficiency of the power industry has promoted and last the great increase on the labor productivity efficiency and the decrease of the allowance, the price has descent separately, especially the price for the great industrial users.At present, Chinese government is promoting the national power system reform actively, puts the power industry as the stress of industry reform. Breaking the monopolization, introducing the competition, promoting the efficiency and perfecting the price system, make the power marketing system with the separation of government and enterprise under the government administration, fair competition and orderly opening and healthy development as the goal of the reform.According the goal, the main task of the fifteen five-year planning in the scheme of the power industry system reform is: implementing the separation of power station and the grid, regroup the power enterpriseand the grid enterprise, the competitive price, setting up the power marketing operation regulation and government monitoring system, initially creating the competitive and opening district market, implement the new price system; making the standard of environment and new system for encouraging the clean energy; continues the reform of the power management for areas. The changes of the power industry environment, the mode of thinking, working method and management form have overcome the new test. The marketing competition is more fierce and the strategy of the power enterprises has put on agenda.The choice of the enterprise strategy includes two major questions: question one is that the attraction of the industry long-term payoff capacity and its factors. At the process from the natural monopolization to the orderly competition, the whole industry benefits has decreased and at the process of market structure, enterprise scale and regroup, it will creates the situation for the power marketing competition. This article analyzes the price, supply and need, and the competition system, discusses the external factors which are very important to the power industry and analyzes the new competitors, the substitutions threats and customers bargain capability and suppliers bargain capability and the competitions between present rivals.Question two is that how to decide the relative competition position. The position of the enterprise decides the benefit capacity ever surpassing the average level of the industry. When the industry structure deteriorates and the industry capacity declines, the enterprise which choose the right position can still get the relative high investment-benefit profits. This article points out that the feasibility and necessity of implementing the low cost strategy according to the three forms and characteristics of cost advance, difference and goal focus, it points out that the emphasis, policy and steps of low cost strategy in combination to specific applications in top management of power industry.