Research On Marketing Strategy Of Electric Power Operation And Maintenance Service

With the rapid development of economy,the electric power industry,as the main economic booster,has also developed rapidly.In 2018,the State Energy Administration announced that the electricity consumption of the whole society was 6844.9 billion kWh,an increase of 8.5%over the same period of last year,and the growth rate reached a seven-year high.Under the condition of rapid expansion of power consumption scale,many unfavorable factors such as aging power lines,unreasonable distribution and distribution configuration,lack of professional electrical operation and maintenance personnel are becoming increasingly prominent.Some aging lines or defective electrical equipment run for a long time,if not found in time,serious electrical accidents may occur.Major economic losses and personal injury accidents.In order to meet the growing demand for electricity and ensure the safe operation of equipment,power operation and maintenance service is becoming the "escort" of power system operation,and power operation and maintenance service has an inestimable market prospect.According to the statistics of State Grid Corporation,the market size of China’s power operation and maintenance service industry in 2017 is about 20.51 billion yuan,up from 17.02 billion yuan in 2016.NR Company,as a subordinate enterprise of State Grid Corporation,is based on Anhui electric power market and has the qualification to undertake electric power operation and maintenance services.However,with the market-oriented reform of the electric power industry,state-owned enterprises,private enterprises and Internet enterprises outside the system of State Grid Corporation also participate in the market competition,and the competition of the electric power operation and maintenance service market is becoming more and more fierce.How to make the power operation and maintenance service of NR company widely promoted in China needs to be analyzed and studied by using relevant marketing theory.In order to occupy a larger market share in the market competition,NR company needs effective marketing strategy research,and then vigorously develop customer resources,develop the market,do a good job in power operation and maintenance services,to achieve the transformation of manufacturing enterprises to service-oriented development.Therefore,the marketing work is the most critical work of NR company at present.This paper first read a lot of literature,using PEST analysis,SWOT analysis and 7P marketing theory related knowledge,taking NR company as an example,from the perspective of power industry operation and maintenance service providers,the characteristics of power operation and maintenance services and the market environment of NR company are analyzed.It is found that NR company has many shortcomings,such as vague marketing awareness and inadequate innovation of service products.NR company must be customer-centered,customer needs as a starting point,to provide customer satisfaction service,is the core content of NR company’s marketing strategy.Secondly,the article puts forward seven marketing strategies to improve the marketing strategy of NR Electric Power Operation and Maintenance Services:product,pricing,promotion,channel,personnel,process management and tangible display.Finally,in view of the improvement suggestions,this paper puts forward the marketing strategy implementation guarantee,and elaborates on the Organization Department guarantee,human resources guarantee,operation and maintenance management platform guarantee,service evaluation mechanism guarantee and enterprise culture guarantee.Through the analysis and Research on the marketing strategy of power operation and maintenance service of NR company,this paper not only provides some suggestions for the construction and management of marketing strategy of NR company,but also further enhances the market share of NR company in power operation and maintenance service industry,and promotes the transformation and development of NR company from "manufacturer" of power equipment to"manufacturer+service" provider.It also provides some references for other domestic peer enterprises to formulate marketing strategies and transition development.