Study On Marketing Competition Strategy For Yulin City Power Supply Corporation

Electric power marketing is one of the most important work of the electric power enterprises, as well as inevitable choice of the electric power enterprises who want to survive and develop in the new period.Because of historical reasons, as for Yulin City, the two electric power companies-Yulin City Electric Power Company subordinating to the SGCC and Yulin Local Electric Power Bureau belonging to Shaanxi Provincial Electric Power Supply Bureau,have fierce market competition between each other.In recent years, with the deepgoing of the construction of the Energy&Chemical Industry Base, a large number of major projects have settled in Yulin, which bring new opportunity to electric power enterprises.It is important for Yulin City Electric Power Company to expand the market share and to make scientific marketing strategy in orde to stand out of the crowd in the fierce competition.Firstly,this paper share the the theoretical basis and environmental analysis of enterprise marketing strategy, the formulation of three basic marketing competition strategy and electric power marketing theory, and then it analyzed the macro environment,industry environment and the enterprise ability of Yulin City Electric Power Company.On this foundation,the paper analyzed existing strength, weakness, opportunity and threat of Yulin City Electric Power Company objectively by the method of SWOT.According to the research,the author found:The company’s strength contains talent density,strong power grid,abundant capital, less personnel burden,strong sense of service and high ability to make profit.It’s weakness is that It has small power supply area,it’s power grid construction lags behind, the opportunity is that the company has a good brand image, and the threat is that the external environment of market development is adverse.In Yulin City, Yulin City Electric Power Company have to kown how to overcome negative factors influencing on the development of the power market,how to expand the power market and also must make scientific marketing strategy.Through the analysis,the author think the key purpose of marketing is to have a say in power supply to"Two Economic Development Zone&Six Industrial Park ", and then put forward the current stage of the electric power marketing mix with the method of SWOT and the marketing mix of the4P concepts.1.Product Strategy.(1)The company should accelerate construction of the power grid in Yulin and provide high quality and reliable electricity.(2) In order to achieve the purpose of controlling the power supply and improving the competition ability, our company must create favorable conditions to attract power supply companies get access to the network of our company,2.Price Strategy.Executive the same sales price with Yulin Local Electric Power Bureau, and at the same time, in the premise of not violating the policy, our company should offersubstantial benefit to the users.3.Distribution Strategy.(1)speed up the construction of business institutions, set up more business sites;(2)promote the well-knownness and market approval of the company.4.Promotion Strategy.(1)make "Guodian Yulin" as special service logo.(2)strive for the government’s understanding and support.In order to ensure that the marketing strategy obtain actual effect, this paper formulate the implementation of guarantee measures for market marketing strategy through organization measures, system measures, capital measures, human resources, cultural construction respectively.Through the above strategies and the measures ensuring the implementation, the market share of Yulin City Electric Power Company will continue to increase, the quantity of the sales will see rapid growth, and the competitiveness and sustainable development of the company will be promoted finally.