Power Marketing Strategy Of Beijing Electric Power Company

With the transformation of the planned economy to a market economy, the electricity market from a seller to a buyer’s market, placed in front of the power enterprises need to be resolved is how to open up the electricity market. Beijing power company must adapt to new economic characteristics, initiated studies on the electricity market and demand situation, the adjustment of marketing strategy based on market demand, in the face of the market, develop new markets, targeted, in order to promote the electricity market in the new development. Abstract papers on the marketing strategy of the electricity market theory, the use of scientific analysis tools, combined with the practice of the Beijing Electric Power Corporation, to explore Beijing Power Corporation a suitable marketing strategy program models and methods, but also hope to provide other power companiesa useful reference.First, the paper on the basis of the theory, analysis of the status quo of the marketing of the Beijing Power Corporation. The paper analyzes the marketing of the Beijing Electric Power Corporation major issues, including policy exists and customer relationship is not perfect; need to strengthen the management of the marketing team; marketing channels limitations; deep enough for cooperation with suppliers; marketing strategy, the lack of long-term planning; the concept of service is not in place and so on.Secondly, the paper presents the Beijing Power Corporation marketing environment analysis and strategic choice. First power marketing external environment PEST analysis, including political, economic, social, science and technology in four aspects. Internal environment SWOT analysis at the same time. The development of the company is first and foremost is speed network development, to consolidate the management foundation for strategic focus, accelerate the transformation of the grid approach to development and development of the company. Secondly, in order to strengthen the operation and management, improve service quality as a strategic focus on optimization of the grid approach to development and development of the company way. This study suggests that the Beijing Electric Power Company in the current market environment, growth-oriented marketing strategy.Finally, the paper presents the implementation of the security of the Beijing Power Corporation marketing strategy. First, market and service strategy and implementation, including the lead taken by service user needs, establish long-term customer relationships; followed the strategy and implementation of brand and resources, including the establishment of the company’s brand, build customer integrated information management system; internal management strategy and implementation, to better implement the company’s development strategy to better meet customer demand, it is recommended to improve the internal management of the following measures:changing concepts; strengthen staff training; strengthen the sense of team, another aspect is to improve the evaluation system and the evaluation should have a suitable standard and the corresponding rewards and punishments, in order to inspire the team to the vitality and competitiveness of enterprises; strengthen risk control.The papers by Beijing Electric Power Company Power Marketing Situation analysis, by means of the advanced marketing theory, improve the quality of the marketing personnel, expand marketing channels through the comparison of the marketing status quo and problems of the electricity market, Beijingimprovement of the marketing strategy of power Corporation, the Beijing Electric Power Corporation as well as with similar conditions of supply in the new market environment, marketing efforts, expand market share and provide a new perspective for the study of the marketing strategy of the Chinese power marketis of great practical significance.