Marketing Strategy Research On Power Sales Of Datang Huainan Luohe Power Plant

At present,the power industry meets important opportunities of speeding up the transformation development.The power industry is facing a series of new situations and challenges in the new period of the deepening adjustment of the world energy structure,the total loosening of the power supply and demand in our country and the constant intensifying environmental resource constraints.The major breakthrough of this power system reform is that power generation companies can participate in the business of power sales,which is conducive to power generation enterprises to expand business space and improve economic benefit.Therefore,according to the new situation of the power system reform,the marketing strategy research on sales for power generation enterprises has very important practical significance for power enterprises to adapt to the current power market and increase the relative competitiveness of the market.At the same time,it also has great significance to promote the new round of power system reform.Based on the basic theory of enterprise strategy and marketing,this thesis analyzes the latest trend of power system reform and the operating environment of power generation enterprises,formulates its overall development strategic objectives,systematically analyzes and studies the requirements of "Opinions on further power system reform" and the market-related policies on power sales.The fundamental principle is linking theory with practice.The basic idea is solving practical problems.It determines the marketing strategy in the overall development strategy objectives of the power generation enterprises.And it formulates the marketing strategies which is consistent with the new round of national power system transformation and development,which will be benefit of expanding business development space,and improving the comprehensive benefits.In the context of national power system reform,the object of study in this paper is Datang Huainan Luohe Power Plant(hereinafter referred to as the Luohe Power Plant).It uses the five competitive power models of Porter and SWOT matrix to analyze the internal and external environment of the strategic competitive environment for Luohe power plant.This paper analyzes and discusses the power sales marketing environment of Luohe power plant from the macro and industrial environment and finds out the advantages and disadvantages,the opportunities and threats of Luohe power plant.In the face of the increasingly fierce competition in the electricity market,the Luohe Power Plant should give full play to its advantages,seize the opportunity,firmly establish the business philosophy "safe production is the foundation,economic efficiency is the core,marketing is the key",and follow the guiding ideology “take the market as the guidance,take the benefits as the center".We should strive to translate the group size advantages,technological advantages and management advantages into marketing advantages,competitive advantage and efficiency advantages.Based on the actual situation of power market in Anhui Province and the actual situation of Luohe Power Plant,this paper formulates the marketing strategy which is fit for Anhui electric power market environment and makes a preliminary study and calculation of the established model.It also sets up the concept of marketing,strengthens the political marketing and public relations marketing,develops a reasonable price strategy,makes a strict control of costs,strengthens customer relationship management,and actively strive for large users of the direct supply business,builds excellent marketing team,forms a strategic cooperation,which give constructive comments for the enterprise's power sales work.