Research On Marketing Strategy Of State Grid W Power Supply Company

As the country's new round of the reformation of electric power system started again,Shenzhen and other places carried out the pilot work of the reformation of electric power system in advance.As the country continues to promote the reformation of electric power,the competition in electric power market is increasingly fierce and complicated in the future.The State Grid Corporation of China W power supply company faces with such a serious market competition situation,and how to improve the level of itself marketing,carrying out more effective marketing strategies are the premise of the company's future survival and development.W city is the sub provincial central city of H province.It is also a transportation hub,industrial base as well as science and education base in the central part of the country.The W power supply company of the state grid takes the construction and operation of the W city power grid is as core business and provides the electricity supply for the W city.At present,the internal and external environment of the company is constantly changing.From the point of view of the company's actual situation and in the perspective of the W power supply company of the state grid,on the basis of the related marketing theory of 4Ps and other related marketing theories,we combine the power market data and the PEST analysis method as well as Michael Porter's Five Forces Model to have the analysis on the external and internal marketing environment of the W power supply company of the state grid in detail.The main approach is to conduct a political environment analysis,economic environment analysis,social environment analysis and scientific and technological environment analysis on the external marketing environment of the W power supply company of the state grid at the macro level,and on the external marketing environment of the W power supply company of the state grid at the micro level.Analysis of competition intensity in the same industry,threat analysis of potential competitors,threat analysis of alternatives,analysis of supplier bargaining power and analysis of buyer's bargaining power,major problems existing in the internal environment of the W power supply company of the state grid as well as analysis of causes.Based on the analysis and research of the first four parts,this paper combines the current 6Ps marketing strategy and specific measures of the W power supply company of the state grid as the research object,and gives an optimization plan and specific measures for the 6Ps marketing strategy,including the layout of electric vehicles,expansion of energy services,strengthening of government communication,implementing service grid,intelligence,etc.From seven aspects of product,price,channel,promotion,rights,public relations and implementation guarantee,this paper discusses the optimization plan of the marketing strategy of the company and try to solve the existing problems of the company,such as product formulation,service consciousness,marketing management and so on,so that the company can adapt to the needs of the development of the times and improve market competitiveness of the company.Through the application of marketing theory and marketing environment analysis method,this paper studies the marketing strategy of the W power supply company of the state grid,which is of great reference value for the application of marketing strategy of the company and similar enterprises.