Research On Marketing Strategy Of L Thermal Power Plant Under Direct Electricity Trading

With a new round of market-oriented reform of electricity industry in china put into effect,power generation enterprises actively participate in direct trade of electricity,seeking for new growth point of profit for enterprise development.Facing of new market,power generation enterprises all want to have a finger in the pie,that lead to the competition of direct trade of electricity is stiff.According to successful experience of domestic and foreign,excellent marketing strategy can make power generation enterprises to reduce costs,to provide quality services.Compared with other power generation enterprises,excellent marketing strategy can bring greater economic benefits for enterprises.Therefore,the marketing strategy is stand or fall,that concerns survival or extinction of power generation enterprises in the future.This paper use theoretical knowledge such as marketing,enterprise management,combined with the policy of market-oriented reform of electricity industry and the practical problems L coal-fired power plant facing in the marketing.Qualitative analysis is done on L coal-fired power plant marketing environment.Otherwise,environmental scanning based on the analysis of the PEST,five-force model of competition,and SWOT analysis are applied in the paper.And internal factors evaluation matrix(IFE),external factors evaluation matrix(EFE)and internal-external matrix(IE)of L coal-fired power plant are listed in the paper.These determined that L coal-fired power plant should actively carry out marketing job,and formulate marketing strategy.According to marketing strategy,pricing strategy,customer relationship management strategy and different service strategy of electric power marketing are formulated.Marketing strategy of L coal-fired power plant is given priority to pricing strategy.In pricing strategy,competition-oriented pricing strategy,market segmentation strategy,the price segmentation strategy are adopted.The main purpose of the pricing strategy is to attract customers.In addition,marketing strategy supplemented by customer relationship management strategy and different service strategy of electric power marketing.Customer relationship management strategy has two aspects,the maintenance of existing customers and the discovery of potential customers.The purpose of customer relationship management strategy is to reduce customer churn rate and marketing costs.The different service strategy of electric power marketing,mainly through provide different service and value,what is different from other power generation enterprises.Through the implementation of different service strategy of electric power marketing,that can avoid the red sea competition between L coal-fired power plant and other power generation enterprises,implement blue ocean strategy,rapidly expand the market share and build marketing service brand of L coal-fired power plant.Otherwise,L coal-fired power plant must make changes and improvements to implement marketing strategy smoothly.This paper mainly through adjust organization structure,enhance the level of management,deepen the technology reform and implement innovation management four aspects to make sure the implementation of marketing strategy smoothly.These are used to enhance the core competitiveness of L coal-fired power plant,to reduce the cost,to better service marketing work of L coal-fired power plant.