Datang Nanjing Shimonoseki Power Plants Marketing Strategy

Datang Nanjing Xiaguan Power Plant (XGPP) is a national middle and small coal-fired power plant. In recent years, affected by continuous rising of the coal price and decreasing of the generation equipments' utilization hours, XGPP is faced with serious managing situations. In another hand, with the deepening reform of the electric power system, power plants depart from electric grid, rival rules are carried out in electric market. East China electric market, which XGPP belongs to, will be put into formal experimental operation. Under the environment of East China electric market, what marketing tactics XGPP should adopt, is an important issue being worthy to research.This thesis is based on basic marketing theory, totally and systematically analyses the inner and outside environment of XGPP. By subdividing the electric power market, the thesis points out the method of the choice of target market. With learning from the traditional marketing tactics theories of 4P, aiming at East China electric market, the thesis made a research on the marketing tactics of XGPP.