Study On The Service Marketing Strategy Of Gansu Power Company

Currently, global economic pattern is undergoing profound adjustment while Chinese economy enters into the steady middle and high speed growth stage from the continuous rise and large fluctuation stage. Electricity consumption, as the barometer of national economy, shows an obvious slowdown. With the rapid development of cleaner production and the advance of environment friendly industry, many high energy-consuming enterprises in Gansu province are shut down and Gansu Electric Power Company is faced with the risk of total electricity sales amount decrease. Under this circumstance, the requirements for the marketing service of electrical network enterprise become higher.Under the new situation, it is a big challenge for Gansu electrical network enterprise in terms of how to adjust the way of thinking and look into the demand of electricity customers, conduct market segmentation, carry out differentiation customer service, assist to expand electricity market by innovating and improving the service, explore the potential electricity demand of customers and ensure the steady growth of company electricity sales amount and the gradual increase of entire profitability when creating harmonious environment for enterprise development.This paper conducts a detailed study on the service marketing situation of Gansu Electric Power Company by means of five gaps model of service quality and SWOT method based on basic theory of service marketing. It probes into the intensive management of human resource, finance, goods and materials in national electric power company by analyzing the shortcomings in current marketing service of the company and the opportunities and threatens caused by internal and external environment. Besides, it also discusses some marketing strategies adopted by Gansu Electric Power Company including unclogging service channel and transforming the operation mode of marketing service agency, setting up service quality assessment system, carrying out customer relation management, optimizing the service process, trying to carry out the differentiated service, promoting marketing service personnel’s service awareness, ability and professional skill and guiding customer expectation rationally in its establishing a new management mode of big plan, large scale of construction, operation, overhaul and marketing system, and explores the results and expected results of these measures as well.