Research On Marketing Strategy Of Zhuji Power Supply Company & Analysis Of Benefits From Direct Power Purchase In Power Market

With the deepening of electric power system reform, the grid shift pattern "introducing competition on the sales side, opening the transmission and distribution" will be the direction of future development of the electricity market. In this open electricity market environment, the user can freely choose providers, and the monopoly of power supply enterprises will gradually disintegrated. Remove faced with emerging competitors outside, the other from alternative energy sources, captive power plant and large consumers direct purchase of electricity has become a huge threat to the company’s development. Among them, the electricity bill from the industrial users is the main source of sales profit, and after the implementation of large consumers direct purchase of electricity, how to avoid the risk of declined earnings is urgent attention to analysis and solution. The study of the future electricity market, the development of future electricity marketing strategies in a competitive environment will become the core and key supply enterprise work, how to maintain and develop the electricity market and the expansion of sales growth for the majority of the power supply has also become a research enterprise manager face.In this paper, as the research object to Zhuji power supply company, combining electric marketing theory with business marketing practice, with the company’s marketing target as a guide, according to the current electric power products marketing present situation, summarizes the company in the problems existing in the marketing; At the same time, from the external environment and internal environment, analyses and excavated company’s own strengths, weaknesses and the opportunities and threats facing; Secondly, through the company STP analysis, and the company’s power products demand from the power supply area, the user properties and user scale three aspects to carry on the market segmentation, targeting selection and clear market position, and then large industrial users is focused as market object. So consider changes in yield large consumers direct purchase electricity under the power company, to analyze the direct purchase of electricity grid due to a lack of post-fixed service charge per purchase, so the risk of lower earnings exists. In response to the risk, the power company can take puerile way, but the price elasticity of demand for electricity increased purchasing power and a large user-related; on this basis, to discuss the extension fee "direct purchase of electricity reserve capacity" to deal with storage risk. Finally, for different target markets to develop appropriate marketing strategies power products. By maximizing the interests of power products, thus ensuring Zhuji won the largest power company profits, ensure a favorable position in the future market competition.Through research and analysis of the marketing status Zhuji power company, and the future of the internal and external environment, a competitive market environment, discover the inadequacies of the marketing aspects of the company, in a clear target market after the proposed implementation of appropriate marketing strategies and recommendations. Grid also analyzed changes in yield and response measures large users under the direct purchase of electricity. Thesis on the development of future competitive electricity market environment Zhuji power company has a guiding role in the marketing strategy; while the gradual promotion of large consumers direct purchase pilot, but also has a certain significance.