Research On Marketing Strategy Of Huaneng Dalian Power Plant

Under the background of the continuous deepening of China’s power market reform,the problem of increased operating pressure of power generation enterprises has gradually emerged.In light of my own work,I have read,collected and compiled the relevant literature and focus on domestic and international power market reform,and summarized and analyzed the data related to the marketization of power market in Liaoning Province in the past three years.A deeper understanding,on the basis of absorbing the experience of the predecessors in the research direction to a certain extent,formed his own research ideas on the marketing strategy of power generation enterprises under the power market reform environment.This paper takes Huaneng Dalian Power Plant as the research object,and based on the basic theoretical knowledge such as marketing,business management and management economics,using PEST,Porter’s five-force model,SWOT analysis and other research methods,in the marketing work environment of Huaneng Dalian Power Plant.At the same time of analysis,the advantages and disadvantages of the company’s competition are summarized.Based on the analysis of the political environment,economic environment,social environment,technical environment and competitive environment of Huaneng Dalian Power Plant,the market segmentation method is used to split the electricity market into small markets.Then,according to the different needs of different types of power users in the target market,the corresponding marketing strategy suggestions were proposed from the aspects of rationally formulating transaction price,broadening marketing channels,carrying out targeted promotion and making full use of relationship marketing to help Huaneng Dalian Power Plant.While ensuring the market-oriented transaction price,we will expand the share of market-based trading power and avoid its dilemma in the power-changing situation.Finally,through the adoption of measures such as optimizing human resources and organizational structure,increasing production technical support,improving financial and logistics investment.I hope that through the research of this thesis,we can help the enterprises in the same industry to clearly sort out the marketing strategy formulation under the situation of power market reform,and find a way to better match the current situation of the enterprise to solve the problems encountered in the actual work,to Huaneng Dalian Power Plant and even The healthy development of the marketing work in the power generation industry has certain reference significance.