Research On The Electric Power Marketing Strategies In Lintong, Xi'an

Electric power industry is an important basic one with antecedence and has close relationship with the national economy. At present, the power plant has been divided with power network, then the monopolization of the electric power has been broken and at the end, the electric power market will take part in the competition. Because of the reform, power enterprises are confronted with a lot of problems, especially on marketing strategy. Firstly, in partial area shortage of the electric power supply has changed into the lack of demand, and the generation of electricity and the sale of electricity increase slowly, the proportion and the cost of purchasing electricity go up. Secondly, the electricity expense due becomes more and more so that the operation of the electric grid becomes more and more difficult. Then, how to exploit the power consuming market, develop the potential of sale of electric power, and enlarge the sales quota in energy terminal market by organizing efficient marketing system, effective marketing strategy are the problems that have to be dealt with urgently by the enterprises of electric power supply.This paper takes power supply substation in LinTong Area for example. Firstly inside and out environment of power market in LinTong Area was analyzed using the Porter Model and analytical method of SWOT; Secondly the status quo of business and market development was analyzed under the results of the environmental analysis and we got the existing problems in LinTong substation's power market recently; Thirdly the paper segmented the market in LinTong Area according to the standards of industry,customers,scale; Then we proposed some marketing strategies in Lin Tong Area including product strategies,price strategies,channel strategies,promotion strategies,customer relationship management in allusion to target market; Lastly the security measures of the implementation of marketing strategies were put forward from the aspects of marketing team,DSM,promotion and restriction mechanism,the development of country power market and enterprise culture.