The Research On The Target Market Strategy And Marketing Strategy Of Z Power Generation Company

Before 2002,China's power industry had been in a monopoly position,generating capacity,electricity prices were controlled by the government,there was no competition in the power industry.In March 2002,the State Council formally approved the "power system reform plan".Its purpose was to "separate the plant from the electric net,compete for the electric net,break monopoly and introduce competition",and the electricity reform started.In 2015,with the issue of power reform No.9,the electricity reform was further deepened.The state control,grasp the middle on both sides,reasonable control of public welfare and regulatory electricity plan,other electricity plan and price according to the market demand the release of all.The new electric power reform had introduced the competition among the electric power enterprises,the power resources had been optimized and integrated,but at the same time,it also increased the management dilemma of the electric power enterprises.Through market competition,power generation enterprises dealt directly with power generation.In the face of fierce competition,the power generation enterprises must adapt to the trend of the times,change the thinking of work and strengthen the power marketing in order to keep their advantages to continue to develop.It is of great significance to carry out power marketing in power generation enterprises,such as being conducive to changing the concept of power generation enterprises,adapting to market development,improving marketing system,establishing scientific management mechanism,improving service quality and establishing brand image of power generation enterprises.But at present,there are more research on the marketing strategy of electricity in the Power Grid Corp,and the power generation enterprises are relatively less.Undear the guidance of the current policy,the proportion of electricity in the current business of power generation enterprises is more and more in the proportion of total electricity generation,and the research of power marketing needs to be carried out as soon as possible.There are few studies on the system and mechanism of the industry.This paper is based on the power marketing of power generation enterprises to carry out investigation and research,clarify the marketing situation,put forward marketing countermeasures,and provide reference for the development of power generation enterprises.Z power company belonging to the five major power groups in China for the first time the Huaneng Group,for a long time under the planned economy system,power generation controlled by the government,electricity can produce only one buyer of the Power Grid Corp,the price is also controlled by the government,the Z power company just completed a year of government power plan on time,so there is no old system on the Z power company competition and marketing.Today,the power system reform has broken the monopoly of the power industry.Z power generation companies need to compete with other power generation companies in the market to compete for extra generation capacity to ensure their own benefits,otherwise,they will face the crisis of elimination.At this time,power marketing is from scratch,and it is becoming more and more important in the competition.In this paper,Z power company as the research object,using the method of literature research,qualitative analysis and case analysis,combined with the target market strategy,marketing strategy,SWOT analysis tools,a detailed analysis of the macro environment in the current market economy under the conditions of Z power outside the company,based on its own resources analysis of the electricity reform bring opportunities and threats,and then according to the characteristics of electric power commodity,to redistribute the market and determine the choice,for the development of its own target market,put forward the Z power company in the market under the new situation of business strategy,product strategy,price strategy,channel strategy and promotion strategy,and on the basis of the development of the security measures,in order to Z in an invincible position in the competition.In this paper,Z power company put forward some new business ideas and marketing measures in the fierce market competition,we hope that through this study,to clarify the development of ideas for Z company in the future development,changing the management concept,strengthen marketing measures,make the company adapt to market and achieve sustainable development.