The Research On The Marketing Tactics For ChangChun Electric Supply Company On The Basis Of Demand Management

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.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.Because of the products of power supply enterprise-Electricity have a special one getting public, power supply enterprise can not choose to one's own favorable sub market only generally, and must bear community responsibility, give consideration to the social benefit, offer the electricity for the fact that all subdivide the market, that is to say the market of goal of the power supply enterprise is the whole electric market, include the primary, secondary and tertiary industries and resident's life's using the electric market of electricity , but since power supply enterprise is enterprises, have attribute of pursuing the reasonable profit, divide into several kinds with scientific goal to all market its while being necessary, confirm the key goal, in order to launch the side of electric demand and managing and marketing multiple activities, can catch the principal contradiction. Goal market orientation to confirm his essential characteristic according to the selected market of goal, in order to develop the activity of serial marketing according to market orientation .Marketing is an electric enterprise's long-term proposition, marketing links of the power supply enterprise have unusual social effects especially. Development of electricity no matter supply restrain from or consume, restrain, no matter is supply exceeds demand, in short supply, the power supply enterprises must all comply with the situation to change, study conscientiously and make the marketing strategy correctly according to different historical conditions, external environment condition actively, make corresponding marketing method, could change passive state, win the market initiative, in order to benefit benign cycle and sustainable development of electric enterprises. First, taking the strategic management as the instruction, according to the electric power marketing theory steps, considering changchun power supply company bureau actual situation, this article analyses changchun power supply company's marketing environment, such as the macroscopic environment, the market environment, the electric market main body and changchun power supply company 's own resources and the ability, and produces the strategic choice by using the SWOT matrix. second, for changchun power supply company, after fractionizing the electric market as different standard and going to the target market, this paper figures changchun power supply company should make its strategic orientation as a managerial and marketing power supply company so that it can offer high grade, advantage and economic service, ensure national assets increment. This paper still establish the marketing strategic aim, and present particular marketing strategy including five facet as power product, power price, distribution channel, sales promotion and electric service. Finally, to ensure the smooth implementation of the marketing strategy, changchun power supply company should strengthen several areas as follows: in ideology, to radicate the right marketing position and establish the correct marketing concepts; in technical implementation, to startup the customer caxe system under the leadership of the municipal electricity company, in human resources, to training high-quality professional marketing teams.Contents of the paper mainly include four parts as following:(1) The paper analyses electricity marketing circumstances, in this part, it 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) The paper studies marketing strategies of six aspects (including product, price, place, promotion, service) with such theories as marketing combination, quality management and service marketing, etc.At last according to above research on marketing strategies of electricity-supplying enterprise, the paper puts forward policy proposals for changchun electric supply company enterprise.