Hunan Electric Power Company Marketing Strategy

As the entrance of World Trade Organization (WTO) and the electric power structural reform, the supply and demand statue of Hunan electric market is converting from seller's market to buyer's market. The problems of Hunan Electric Power Company (herein after referred to as HEPC) facing how to exploit and maintaining the market to make HEPC surviving and developing in furious market competition, and play more contribution in the economic construction of Hunan province.HEPC is running planned economy term's managing pattern all along, HEPC lack of market and service consciousness, and the running of HEPC lack of power that improve efficiency and maximum satisfy the requirement of customer. According to the theory of marketing, the thesis analyzes the revolution and developing trend of electric power industry and systemic study the management environment and status, and then put forward concrete and effective marketing strategy of HEPC.The thesis firstly explains what are the functions of electric power, the features of electric enterprises and the background of HEPC, and then put forward HEPC should establish marketing conception. Subsequently the thesis use SWOT method to analyze the marketing environment of HEPC, integrate some theory relate to marketing, bring up the marketing strategy and marketing mix of HEPC. On these bases, the thesis put forward the supporting tactics of HEPC marketing strategy, and the thesis emphasizes service marketing tactic, network marketing tactic and green marketing tactic. At last the thesis bring up the plan of deploy and enforce HEPC marketing strategy, and the thesis emphasize HEPC should commit itself to achieve customer value-delivery.It is a new trial to propose marketing concept for HEPC and do relevant analyze and research. It believed that the research output would give practicable meanings to HEPC electricity sales, operation and service. I hope it also can give some references to other grid enterprise.