Research On The Marketing Strategy Of JD Company's Rural Electricity Under The Background Of The New Round Of Electricity Reform

On March 15,2015,Zhongfa [2015] No.9 document was officially issued,marking the beginning of a new round of power system reform.The reform of electric power market system takes the improvement and development of market structure and system as the main goal,reforms the pricing mechanism,forms the way of market determining price,innovates the way and method of government supervising energy,and improves the supervision mode of energy law.Centering on the system and mechanism of managing the middle and putting both sides,we always adhere to the principle of "three opening,one independence and three strengthening".The task of reform lies in the change of government's management function,the reform of power market competition mechanism,the development and development of new energy,the reform of power pricing mode,and the opening of power selling side.Therefore,rural power customers put forward higher requirements for the power industry,which requires power enterprises to improve the quality and price of products,and put forward more efficient rural power marketing strategies to meet the different needs of different customers.However,China's rural power market has a huge scale,but the transmission line is relatively long,the line loss is relatively large,and the marketing management level of rural power is low,which limits the development of rural power industry.Especially with the steady progress of the new round of electricity reform in rural areas,it is of great practical and strategic significance to strengthen the marketing management of rural electricity.In this paper,JD Company's rural power marketing strategy under the background of the new round of power reform is taken as the research object,using SWOT analysis,AHP,fuzzy comprehensive evaluation method,etc.firstly,the research background and significance,relevant literature,research methods,etc.are summarized,the whole research framework of the paper is defined,and the concept of power marketing,power products and characteristics of power marketing are discussed Point,the background of the new round of power reform,the common strategies of power marketing,etc.are analyzed to lay the theoretical foundation for the follow-up analysis.Secondly,using the collected data,based on the analysis of the general situation of JD Company's rural electricity marketing and the current situation of JD Company's rural electricity marketing,this paper analyzes the existing problems of JD Company's rural electricity marketing,and uses the SWOT analysis method to analyze the marketing strategy,product strategy,price strategy and promotion strategy of JD Company's rural electricity marketing.Finally,combined with the relevant literature,the paper constructs the evaluation index of the implementation effect of rural electricity marketing strategy,calculates the weight of the implementation effect evaluation index by AHP,and evaluates the implementation effect of rural electricity marketing strategy of JD Company by fuzzy comprehensive evaluation.The main research conclusions are as follows: first,the average unit price of rural power supply,sales and sales of JD Company has increased steadily in the past five years,and the main technical indicators voltage qualification rate and power supply reliability have increased year by year,mainly because of the adjustment of national electricity price and the continuous expansion of agricultural development scale in city A.JD Company's sales of rural electric power are mainly in the fields of rural residents' life and industry.With the continuous expansion of local agricultural production scale,the sales volume of JD Company's agricultural power is also steadily increasing.Secondly,the problems of JD Company's rural power marketing include the lack of in-depth awareness of rural power marketing service,the failure of product quality to reach the average standard,the imperfection of marketing mechanism,and the difficulties of power supply service.In the process of rural electric power marketing,JD Company formulates corresponding marketing strategies in product,market,price,promotion and other aspects to make up for the existing problems.The overall implementation effect is good,which also shows that the marketing plan of JD Company's rural electric power marketing implementation is effective and feasible.