Investigation Of Marketing Strategies Of Rizhao Electric Power Enterprise Based On Market Structure

Electronic power industry is facing a massive big challenge by the improvingmarketing economic systems, which are mainly influenced by alternative powersuppliers such as natural gas, petroleum, or even self sufficient power facilities; at thesame time, pressures from customers and social supervision also requires powerbusinesses to provide better services. As the market competition of power industry hasreached a new level, business restructure is indeed necessary, monopoly is no longsuited. In this paper, Rizhao Power provider will be used as an example to explorehow could power business avoid negative impacts from current market structure, andwhich market strategy would be more appropriate.Correlation between theories of marketing and market structure, and meanings ofboth are discussed in the beginning, then based on this discussion, analysis of currentpower industry’s structure of our country will carried out. Making a conclusion thatChina’s electricity market has been completely changed from the complete monopolymarket structure to the oligopoly market structur Furthermore, from amicro-economic point of view, analyze Rizhao power company’s businessenvironment and its market position, and a SWOT analysis will also bedone.Apparently, wider geographic coverage, scientific production management andsuperb cervices level which are the business advantages. Lack of focus on marketing,imperfect marketing strategy, lack of training for sales’ personnel which are the majorweaknesses.Sound economic growth, the twelfth five-year-plan for economic cameout, emphasis on sales which all provide good opportunities for businesses growth.Fluctuation of electronic tension and demand by heavy users, plus the popularity ofin-house power facilities which are the key threat to business growth.All in all, according to investigation, Rizhao Power Company is classified as amonopoly business; therefore, it will and should always be the market leaderregardless whenever and however. In addition, according to low and high demandseasons, changes prices around in order to maximize power usage quality, increasesales. Facing up with new opportunities, Rizhao power company should pay attentionto its business strategy, not only focus on improve product quality, price, promotionand competition, but also put emphasis on enlarge customer base, and customerservice; make best use of the advantages and bypass the disadvantages.