The Research And Application On The Marketing Strategies Of Electric Power Enterprises

Currently, China's electrical industry is undergoing profound transformation and reformation. Since 2002, a reforming scheme on electrical system has been implemented with major contents of "separating network from factory, winning market through price advantage, breaking monopoly as well as bring in competition" and in the end of 2002, the reformation of separating network from factory has been completed. Such variety of momentous reformation influencing the whole economic development poses a big threat to the survival and growth of electrical enterprises. The temporary situation of electricity-consuming marketing is becoming increasing severe due to the shape of buyer's market under low level electricity-consuming, threats from possible substitute for natural gas, coal, petroleum, and the deepening market-orientation reformation as well as introduction of competitive system in electrical industry. Under new conditions, namely, the future development direction and whole operation model have come through radical change, it is incredibly important for the electrical network enterprises to meditate how to change traditional concept of focusing on production but omitting marketing and reconsider their role-playing. Consequently, the item on which this article studied is electricity companies which are responsible for the running of the electricity grid and sale of electricity, this paper embodies great significance both in theory and practice to adopt marketing strategy theory to study the strategy-making and applying of electrical network enterprises.The article, above all, adopts theories concerning marketing strategy to formulate the model of marketing strategy, and then respectively illustrates how to process strategic analysis, strategic selection and strategic finalization. Furthermore, through applying this marketing strategy to the C electrical enterprise locating in XL province as a case analysis, this paper explores that C enterprise should be the leading player in electrical field in view of comparative analysis inside and outside C enterprise. By using marketing strategy of differentiation such as unique strategies in products, price, marketing channel, service, image and innovative promoting, and meanwhile, with the guarantee of personnel, capitals, technology, public policies and legal rules, systems, and business procedures, the C enterprise has achieved upper market competitive force and sustainaible development, which further proves the correctness and applicability of this model and methods.The article will provide the advise for the grid enterprises' reference in meeting and implementing the sales strategy, helping the enterprises to adapt the changes coming from the reform of electric market, making the companies have the direction for the future development, promising the healthy and susscessive development of the grid enterprises, providing the sufficient energy for the national economy and social development.