The Study On Optimization Of Service's Marketing Strategy With AH Electric Power Company

Energy development experience from time to time firewood to coal, oil and gas development era, electrical era, electric energy has become essential in modern society. The power monopoly franchise has been criticized, China's power supply situation has undergone a period of power shortage, power shortage of height to universal surplus now, once the "heavy light power generation, power supply, regardless of the electricity" pattern has been completely rewritten, electricity market reform has completed the "separation of plant and network", "main auxiliary separation" stage, the party's "Eighteen" since the reform into the deep water area, with a new round of power system reform open ends, control the middle", introducing competition in the generation and sale of electricity sectors, vigorously promote the power plant of large customers direct purchase of electricity from the pilot measures such as landing once the exclusive power grid enterprises sold only the rewriting of history, the market competition is increasing, therefore, understand the internal and external situation changes of power grid enterprises are facing and their advantages and disadvantages, the research proposes targeted services Marketing strategy optimization suggestions, to improve the market competitiveness of power grid enterprises is very necessary.Based on the service marketing strategy as the theoretical basis, in-depth analysis of the status quo and problems of the service strategy of AH company, combining the enterprise related data, using PEST analysis method, five forces model and SWOT analysis tools to analyze the relevant factors affecting the service marketing strategy of AH company, put forward the service marketing strategy optimization suggestions.AH company as a natural monopoly enterprises, bear power transmission and sale of electricity business, little pressure of competition. With the deepening of reform, liberalization of the generation and sale of electricity market, especially in the country to encourage customers to direct purchase of electricity power plant, power generation enterprises or industrial parks and other multi electricity market players to participate in the competition, AH company is used in monopoly environment service marketing strategy can not adapt to the increasingly change situation, therefore, this paper is based on the analysis of and put forward to the side in the sale of electricity for enterprises to make market positioning, product strategy optimization and according to different customer groups, take advantage of the scale relatively flexible price strategy in the market competition, the internal flow of electricity sales channels, strengthen promotion efforts, enhance the service ability and strengthen internal control mechanism and provide theoretical suggestions and Practice for how to optimize the service marketing strategy of AH company.