Study On Marketing Strategy Of H Electric Power Company Inder The Background Of Electric Power Structural Reform

From 1980s,most countries in the world are being impacted by the reform of electric power marketization.The main purposes of this reform are: improving the efficiency of electric power market,reducing the production cost,and thus optimizing the quality of electric power market.Under this background,many kinds of reform methods and marketing sales models have been proposed by various countries based on their own regulations.From mid 1990s,China also started to perform electric power restructuring,and transfer from highly centralized planned model to marketing model.Especially from 2002 to 2015,China performed a new round of electric power structural reform,which leads to appearance of electric power marketing.Since Yunnan is one of the pilot provinces for electric power structural reform,it is veymeaningful to study the electric power companies in Yunnan.This thesis consists of seven parts.It is based on the progress of electric power structural reform in Yunnan province and the status of directelectric power tradings.H power generation company is the object for this studying.The thesis mainly applies th e PEST model to analyze the macro environment of H power generation company.It also analyzes the micro environment of H power generation company from the aspects of electric power market requirements,main competitors,and so on.It uses SWOT an alysis to clarify the “advantages,disadvantages,development opportunities and challenges” for H power generation company.The thesis provides a detailed analysis of the existing problems in power electric marketing business for H power generation company,and the root causes of those problems.To solve those problems,this thesis proposes several suggestions,such as optimizing electric power products,establishing flexible pricing models with certain diversities,constituting pluralistic marketing channels,fully utilizing sales promotion methods,optimizing public environment relations,and taking full advantage of electric power structural reform policies.Meanwhile,this thesis proposes several safeguard mechanisms for executing electric power marketing strategies: strengthening organization leadership and team development,building management system for key accounts,reinforcing horizontal communications and cooperations,building strategic supervision mechanism for key accounts marketing,and etc.By enhancing marketing sales management,the H power generation company will gradually adapt to the market,bread through difficult situations,and make prosperous development in the new normal of electric power structural reform.