Research On Marketing Strategy Of Power Grid Operation And Maintenance Business Of Jilin Province Power Transmission And Substation Project Co.,ltd

Power Transmission and Substation Company has been the backbone of China's power grid construction.During the "13th five-year plan" period,it undertook large-scale tasks of ultra-high voltage grid construction.Now,the industry will face a shrinking domestic grid construction market.It has great significance to analyze the development status and main problems of the industry,it is significant to formulate transform and upgrade marketing strategies suitable for the enterprises with the support of the marketing theory and on the basis of implementing the task of state grid corporation to build the global energy Internet.This paper taking Jilin Power Transmission and Substation Engineering co.,Ltd.as the research object.Firstly,it introduces the transportation and inspection business of the company from historical development,then summarizes the marketing status.Through the analysis,it is found that the problems existing in the company are outdated marketing ideas,weak marketing ability,few marketing activities,backward human resource management and increasingly difficult in operation.Secondly,it analyzes from both the macro environment and the micro environment: the macro environment analysis includes the political environment analysis,the social environment analysis,the economic environment analysis and the technical environment analysis;the micro environment analysis includes the internal environment analysis of the enterprise,the competitor analysis and the customer analysis.Thirdly,carry out SWOT analysis on the company,make marketing decisions from four aspects: advantages,disadvantages,opportunities and threats,and make the most appropriate strategy through comparative analysis,so as to help the company make a marketing plan more in line with the development requirements.Finally,STP strategy is used to analyze the market segmentation,target market and market positioning of the company's operation-maintenance business.Through the analysis and research,the marketing mix strategy is made for the the company's operation-maintenance business: product strategy,price strategy,marketing channel strategy,promotion strategy.To ensure the smooth implementation of the marketing mix strategy,a series of safeguard measures are formulated such as changing the ideology,strengthen the construction and management of personnel team,optimizing the human resources and strengthening the construction of enterprise culture.