A Study On Electricity Marketing Strategy Of Electricity Company H Under The New Electricity Industry Reform

The traditional power enterprises are monopolized by the state and the government,and are directly managed by the central government or local governments.With the passage of time,the monopoly becomes more and more obvious.For example,the price formation mechanism is more difficult,and it is difficult to realize the rational allocation of resources.At the same time,the power enterprises are in a monopoly position for a long time,which is extremely unfavorable to the development of the industry,technological innovation and even social progress.In order to change this situation and promote the sustainable,stable and healthy development of the power industry,in 1990 s,the state began to carry out the reform of the power system,implement the separation of the power plant network and compete for the Internet-the separation of power plants from the power plant and the Power Grid Corp.The market is the core,put down the face of the "Mr.big",and join in the market competition to improve and improve the competitiveness of the market in an all-round way around the market demand."Electricity",compared with other general goods,has its inherent characteristics and nature.It must not follow the marketing method of the general commodity,otherwise it can only run counter to our goal.Therefore,the study of the marketing strategy of electric power enterprises must first understand and analyze the products produced by the power generation enterprises,so as to realize the "remedy to the case" in the power marketing and improve the efficiency of marketing management.Firstly,through the study of the domestic and foreign electricity market,this paper analyzes the similar countries in China's electricity market,compares them,and preliminarily determines the direction of reference.Then,according to the experience of the electricity market reform since the founding of New China,this paper analyzes the possible impact of the new round of electricity reform on power generation enterprises and the regional electricity market of Z province.Characteristic,H power generation company as a power generation enterprise,through analyzing its internal and external environment,advantage,disadvantage,opportunity and threat in the Z province electric power market,points out the existing problems of H power generation company,thus from the power generation strategy,price strategy,cost strategy,power quality strategy,management strategy six generous In the face of how to improve the marketing strategy under the market competition of the new electric power system reform,the author gives his opinions and suggestions.Through the analysis of this paper,the main problems of H power company marketing are: imperfect relationship with customers,inadequate management of full-time marketing staff,marketing channels have limitations,marketing strategies lack of long-term planning.Based on this,the article puts forward specific marketing strategies based on 4P theory,hoping that through this study,we can throw a brick to attract jade,and contribute to the research of related fields.