Study On Marketing Strategies For Wuzhou Power Supply Bureau

As the reform of electricity system is deepened,the Four Step Reform featuring "Separation of the management of the power plants and grids,the main and auxiliary business,transmission and distribution,and implementation of on-grid competitive bidding" has been adjusted to a competitive electronic power market featuring" a strengthened government's supervision on power grid,transmission and distribution field,an open access to power generating and selling parts,marketize the power price".On the other hand,the users' needs have significantly changed,they have higher expectation on electricity quality and supply services,traditional marketing concept is no longer suitable for the supply-demand relationship of current electricity market.Therefore,for the long-term development,it is a vital task of Wuzhou Power Supply Bureau to set up a marketing concept that is market-oriented,keep marketing vigorously,and develop the electricity market.The thesis using the basic principles,theories and strategies of electric marketing,conducting PEST and SWOT analysis on Wuzhou's electricity consumption,consumption structure,selling methods and profit level,developing a multi-model automatic selective algorithm to predict the mid-long term load of Wuzhou's grid,combining the characteristics and competitors of Wuzhou's electricity market,has find out the marketing problems of Wuzhou Power Supply Bureau such as failure to grasp the trend of the market,insufficiency of segmentation,low service quality and slow development of technologies.The foundation of follow-up marketing strategies has been laid.According to the characteristics of Wuzhou Power Supply Bureau's marketing,the thesis built up the electricity production strategy,pricing strategy,promoting strategy and competing strategy based on the SWOT analysis.Confronted with the furious competition of the market,although the threats are obvious,but we can always see the opportunities are coming along with the threats.Therefore,under current marketing conditions,in stead of over stress external threats,we should make the most of the natural monopoly characteristic of electricity,rectify defects,Seek development in the threats and lay the solid foundation for the future.The thesis is based on 4P4C marketing theories,combining with the status quo of Wuzhou Power Supply Bureau and the fact that electricity enterprise is a kind of natural monopolized industry,has drawn conclusion that the Wuzhou Power Supply Bureau's electricity marketing strategy should focused on four respects:service,product,price and technology support.And implementing the strategies accordingly.This thesis thoroughly studies the marketing strategies of the Wuzhou Power Supply Bureau and finally find out the coping strategies.It has significant importance for Wuzhou Power Supply Bureau in electricity selling and servicing part,and has a valid reference value for other power grid enterprises.