Research On Marketing Strategy Of Key Customers Of SD Electric Power Company Under The Background Of Electricity Selling Side Reform

In the last five years,along with the rapid development of China's social and economic development,the relevant reforms in the field of power system are also constantly advancing towards the established direction.In 2015,the State Council promulgated "some opinions on further deepening the reform of electric power system"(referred to as No.9th),put forward the demand for the reform of the sale of electricity,the social parties to the capital into the sale of electricity market.Under the new situation of the reform of the electric side,according to the provisions of the party's nineteen instructions and spirit of the country and Shandong province related policy documents,power customers are given the unique power that is different from other electric customers,that is,large customers can choose to buy electricity from SD power company independently,can also choose to enter the sale of electricity market to other companies or the sale of electricity power group for electricity purchase risk customer choice will increase for the SD electric power company to bring customers resources and reduce the power consumption;at the same time,in the face of a large number of social capital inflows,the sale of electricity enterprise customer resources fierce price and service competition,customers increasingly decisive position.Therefore,to form a set of reasonable and fit the actual market marketing strategy of SD electric power company needs to carry out direct marketing and customer service work,in order to maintain a large number of customers and industry advantages,promote long-term healthy development of enterprises,to obtain good economic and social benefits.This paper takes the SD electric power company of the STATE GRID Corporation of China as the research object,based on the theory of marketing mix strategy,key account marketing theory,using the internal marketing environment analysis,the external macro and micro environment analysis tools of scientific and effective,researched and explored the background of the sale of electricity reform of SD electric power company marketing strategy.First,elaborated the current situation of domestic sale of electricity reform,leads to large customer marketing for the importance and necessity of SD electric power company,further combined with the actual situation of SD electric power company,marketing situation and existing problems of internal and external macro and micro market environment and the situation is analyzed in detail.At the same time,useing SWOT analysis method from the advantages,disadvantages,opportunities,threats four aspects,in the company's market environment based on the analysis of the company's major customer marketing strategy direction.Secondly,according to the characteristics of SD electric power market and customer group,we have divided the electricity market of big customers and positioning the target market of big customers.Finally,use the "7Ps" theory,studies the marketing strategy of SD electric power company,including product quality and efficiency of the optimization strategy,packages of electricity pricing strategy,multi business electricity sales channel strategy,take measures electricity promotion strategy,people-oriented personnel marketing strategy,innovation strategy,service process specification three one of the tangible demonstration strategy in seven aspects,and from the improvement of customer marketing culture system and strengthen the marketing system and the construction of talents,strengthen the power supply and distribution power grid facilities,the construction of large data marketing five aspects of information technology system,improve customer marketing assessment and supervision mechanism and put forward specific proposals to protect the implementation of the marketing strategy,to ensure the smooth implementation of SD electric power company marketing strategy,production and operation of the company to achieve sustained and healthy fast quality development.The author combined with the background of the sale of electricity reform,based on the SD power company internal marketing environment,external macro and micro marketing environment and industry competition is analyzed,a new environment faced by the company,a comprehensive analysis of the four aspects of SD electric power company marketing advantages and disadvantages,opportunities and threats the situation,combined with the theory of marketing strategy,put forward the optimization strategy of customer marketing is more suitable for the actual situation of SD electric power company,to avoid the product consistency and means,emphasizes the market adaptability and focus on marketing aimed,the SD power company marketing goal is more clear,more ideas for smooth,more comprehensive and practical measures to improve the ability of marketing and service.From the five aspects of culture,system,network infrastructure,information technology team and supervision mechanism to construct the marketing strategy system of large customers,strong power base,complete idea,personnel,system,solid information technology,provides the safeguard for the efficient implementation of SD electric power company customer marketing strategy.This paper researches on the background of the sale of electricity reform of electric power customer marketing,is rarely involved in the previous research,the research object and goal is innovative;apply the theory of 7Ps marketing in the background of the sale of electricity side reforms under the SD power company marketing optimization combination strategy,will be more comprehensive and practical and in accordance with the SD power company customer electricity marketing and the development of the actual situation,to better participate in the sale of electricity market reform competition has important guiding significance to the marketing work of SD electric power company,but also for the national Power Grid Corp subordinate units,power generation group and the social capital of retail companies and other market sale electric marketing and other marketing activities and provide reference,has great theoretical and practical significance as well as the application value.