ZN Energy Compamy Marketing Research

Electricity is indispensable for life and production.With the continuous development of domestic economic construction and continuous technological innovation,it has driven the demand for electricity loads.In the past,electricity commodities were rarely sold on the market,even sold which is under strict supervision.As a new market,the power market has huge potential,ZN Power Company’s enters into a highly competitive market requires understanding of the market environment,formulating effective marketing strategies,to respond to market competition and changes.This thesis takes ZN Electric Power Company as the research object,and based on marketing theory and consumer behavior theory.According to the current status of ZN Company,there are problems of Lack of services,wrong price strategy,simple channel strategy,insufficient PR marketing,etc.,This aricle using PEST method to study economic,political,social,technical influencing factors,and using Porter’s five-force analysis model to explore supplier and buyer bargaining power,potential new entrants,substitutes,and the rivalry among competing sellers.Use STP theory to determine the target market,and finally combined with the above analysis to design ZN Power Company’s marketing strategy.Firstly,positioning the market as the market for small and medium-sized industrial and commercial groups.Secondly,focusing on product diversification strategies,prestige or preferential pricing strategies,middlemen,overall marketing channel strategies,consumer psychological promotion,and responding to the country Policies and political rights strategies,social relations strategies for public service advertising,and diversified strategies to replace the original marketing strategies.Finally,take building a marketing team,information technology application,and performance assessment to ensure that the strategy can be implemented.This thesis marketing strategy for ZN Power Company is of reference significance to other companies engaged in the power market or companies preparing to enter the power market.