Yueyang Power Administration Business Strategy In The Context Of Electricity Market Reform

With introducing and deepening of the power market reform, the trade environment and role positioning of electric supply enterprises will change essentially. They will transform from an electricity management department in government to a main market body in electric market. Based on this background, this paper presents a particular study on strategic management in Yueyang Electricity Bureau.The paper firstly discusses the general thinking of strategic management of electric-supply enterprises under new situations, and presents a personal view on organizational mission, trade environment, core competences and organizational structure of electric supply enterprises.lt points out that electric supply enterprises should hold enhancing local electrified level as their organizational mission ,make full use of all kinds of environmental force,improve their own electric marketing capability as soon as possible, and take organization restructuring as the approach of their strategic management.Based on introducing the general model of electric market in the world, the typical model of electric market in England and the testing model of simulated electric market in China, the paper provides writer's own viewpoint on the controversy about the power market reform in China and presents a forecast on the possible orientation of this reform.The paper gives a detailed analysis on the opportunities and threats from the external environment which Yueyang Electricity Bureau is facing,and the strengths and weaknesses of the internal resources and energies which it is owning . Contrasting the requirement to electric-supply enterprises from electric market, it analyses the spatial difference of Yueyang Electricity Bureau, then take the strategic choice according to the analysis outcome above, the SWOT strategic choice graph and the improved BCG.The choice is that this company should take an expansionist strategy,that is,it should effectually use all kinds of environmental force and call up its own resource and energy to occupy more power market ahead of the arrival of competitor under the environment that power market reform does not fully implement and market competition will soon be fierce.Lastly the author gives some specific measures and tactics to insure the successful implementation of the strategy.