Marketing Strategy Of Jinhua Power Supply Company Under The Background Of New Electricity Market Reform

Power industry has presented a natural monopoly for a long time.The importance of marketing is often ignored by power supply companies and marketing concepts,technology and team building,service system all can not keep up with customers' demand.With the promulgation of "Several Opinions of the CPC Central Committee and the State Council on Further Deepening the Reform of the Electric Power System",a new round of reform has been ushered in the electric power industry in China.A variety of electricity sales have involved in the market,which makes the competition environment of electricity market more intense.Power supply companies not only need to deal with the threat of other energy suppliers,but also participate in the market competition with various types of electricity sales.Faced with the threat of electricity selling company with the operation power of distribution network and independent ones,it will undoubtedly have a huge impact on the power marketing.The traditional marketing strategy has been unable to adapt to the environment under the new policy.Marketing is the direct contact between power supply companies and power users.Thus,the power supply company must raise the awareness of competition and develop new profit points,enrich the service content and develop a more flexible electricity price mechanism.Research on marketing strategy of power supply companies will help to enhance their competitiveness under the new reform,expand the market scale and realize the healthy and sustainable development.Based on the study of relevant literature at home and abroad,this paper makes an in-depth understanding of relevant theory of power marketing,which lays a theoretical foundation for the study of marketing strategy in Jinhua power supply company.Then the marketing situation of Jinhua power supply company is summarized and the existing problems are pointed out in the paper.PEST model and SWOT model are utilized to analyze the marketing environment of this company.Accordingly,considering the strategic positioning and objectives of Jinhua power supply company,the marketing strategy is proposed from the aspects of product,price,place and promotion based on 11P marketing mix theory.After market research and orientation,in product strategy,the company should speed up the construction of main network and distribution network and invest increment distribution network.Moreover,the construction and service for distributed power should be strengthened and the value-added services based on energy Internet can be provided,thus the overall service level can be enhanced.In price strategy,the company can adopt diversified electricity price and improve the electricity risk prevention and control mechanism.In place strategy,the marketing window management should be strengthened and electronic service channels can be opened.Additionally,the alternative energy work can be deeply developed.In promotion strategy,the demand side management should be strengthened and brand marketing can be developed.At the same time,the company should promote the construction of rule and law,provide agency service for direct electricity purchase of large consumers and strengthen the construction of marketing team,Finally,in order to ensure the smooth implementation of the marketing strategy,the evaluation model of marketing quality based on analytical hierarchy process and fuzzy comprehensive evaluation method is established,which provides an approach for evaluation of marketing strategy implementation effect.Electric power marketing is a systematic project and the development of marketing strategy has a long way to go.The research results of this paper not only point out the direction for the marketing work of Jinhua power supply company under the new electricity market reform,but also provides a useful reference for other power supply companies.