A Study Of Marketing Strategy Of The Y Electricity Sales Company

Since the implementation of the new power reform in 2015,the power sales rights of the grid company have been divested,and private capital can set up a power sales company to engage in the sales of electricity.Users can freely choose to buy electricity from electricity sales companies,and power plants can also sell electricity to electricity sales companies freely.Power grid companies are the formula for power transmission and bear the bridge of power trading.The initial profit model of the electricity sales company is relatively simple,mainly to find the wholesale power of the power plant or to obtain electricity through the bidding of the power trading center,retail to the power users,and earn the price difference.This model is difficult to form its own unique competitiveness.Therefore,in view of the current status of power system reform,this paper takes the author’s Y electricity sales company as the research object,and uses marketing theory as a guide to study the strategic marketing(STP)and tactical marketing(7P)of Y electricity sales company through literature research and interviews.Through research,Y electricity sales company has the following strategic marketing(STP)problems: the target market choice is too single and the market positioning is not effective;at the same time,Y electricity sales company also has the following tactical marketing(7P)problems: value-added service is lack of differentiation,price strategy is not flexible enough,the distribution channel are too few,the brand communication is insufficient,the personnel service capacity is insufficient,the service process is not standardized,and the tangible display is not comprehensive.In response to these marketing issues,this paper proposes optimization proposal for marketing strategies for Y electricity sales companies,and finds short-term solutions and long-term development ideas that are consistent with the current situation.What?s more,the research methods,research contents and conclusions of this paper will have certain enlightenment for the same type analysis of other electricity sales companies.