Research On Marketing Strategy Of LCJ Energy Sales Company Under The Background Of New Electricity Reform

The opinions of the CPC central committee and the state council on further deepening the reform of the electric power system(No.9 [2015] of the Central Committee)was officially issued on March 15,2015,which opened the beginning of a new round of china’s power system reform,set off a wave of the development of China’s power market construction.The new round of power system reform program designs the power system of "controlling the middle and removing both ends",and puts forward the reform focus and path of "three liberalization,one independence and three strengthening".The market-oriented reform of the electricity-selling side is the highlight and focus of the new round of power system reform.The implementation opinion clearly pointed out that opening electricity sales business to the social capital,cultivating multi-channel of the main body of the market competition on the power side,providing a fair trading channel to the power generation side and the consumption side,improving the quality of electricity sales service and consumption level.The positive and orderly promotion of the new electricity reform and the gradual liberalization of the electricity market have brought a rare opportunity for development,creating a huge profit space to the power market emerging main body of electricity sales companies.However,the power sales company generally lacks the power market trading skills and experience,at the same time,the market trading system mechanism is not perfect,the policy direction of electricity reform is not clear,the sale of electricity market complex and changeable factors have brought great risks and challenges to the development of electric power companies.Based on the actual progress of the new round of power system reform,this paper conducts a comprehensive analysis and research on the new main body of power market sales companies from the perspective of marketing.LCJ energy sales company,as a wholly-owned power sales company of a large state-owned power generation enterprise,has strong representativeness and theoretical significance in studying its marketing strategy.Firstly,the background,scheme design and reform process of the new round of electric power system reform are studied to analyze the marketing status and existing problems of LCJ energy sales company.Secondly,the marketing environment and competitive environment of LCJ energy sales company were analyzed from multiple perspectives by PEST analysis and Porter’s five Forces model,and the competitive advantages,disadvantages and risks of the company were identified through SWOT analysis of its marketing business.Finally,it carries out a new sales market segmentation,target market selection and market positioning,and then develop the company’s marketing strategy to enhance the company’s market competitiveness,and providing a basis for the same type of electricity sales companies in the market to improve marketing level and competitiveness.