Research On Multi-market Transaction Benefit And Marketing Strategy Of Power Generation Enterprise Under The New Reform Of Electric Power System

With the gradual introduction of competition mechanism in various sectors of power industry,the construction of electricity market will experience from a monopoly control state to a highly market-oriented state,just from generation,transmission,distribution and sale vertical integration to overall competition between supply and demand.With the Electricity Syetem Reform No.9 issuing In March 2015,China has been undergoing substantial electricity market reform,including market member,market mechanism,transaction rules and supervisory system these aspects.Electricity market gradually perfects long-term contract transaction,spot market transaction,ancillary service market transaction and other transactions.As a constant market member,power generation enterprise can do transaction in each electricity market,and the transaction final goal just maximize profit or minimize risk value.Firstly,the paper analyzes the overall structure of electricity market,introduces the features of transaction markets in detail and analyzes the overall environment about power generation enterprise,then do systematic analysis on the influence factors of power generation enterprise transaction marketing strategy from the point of electricity market and enterprises themselves,and do analysis about strengths,weaknesses,opportunities and threats under SWOT Analysis,which lay a foundation for varies market transactions of power generation enterprise.Secondly,according to different market conditions,the paper studies marketing decision-making of power generation enterprise under multi-market transactions using modern portfolio theory,then establishes the Markowitz model based on maximize profit or minimize risk value.Aiming at electricity consumption market and ancillary service market two markets,the paper qualitatively and quantitatively analyzes the relationship between electricity market risk and optimal transaction of power generation enterprise.Then aiming at changes of electricity market trading rules,this paper does in-depth research in the trading mechanism of electricity market by the method of experimental economics.Under electric power trading simulation platform,the paper builds models of various transaction mechanism according to the real situations,and analyzes profit impact of different trading mechanisms under experimental simulation,in order to put forward marketing strategies of power generation enterprise with different transaction mechanisms.Electricity market reform brings opportunity and challenge to the power generation enterprise,besides,the change of external environment and their own management both directly or indirectly affect trading profits,which might bring risk to the enterprise.Finally,through identifying transaction risk factors of power generation enterprises,bulid link model based on the theory of interpretation structure model.And explore relationship among risk factors by structure analysis,to conduct better risk management of power generation enterprise after finding out fountainhead risks,process risks and final risks.