Research On Marketing Ability Evaluation And Promotion Strategy Of Independent Electricity Retailer

There are several main power supply bodies after the liberalization of sales-side,for example power sales company established by state grid corporation and power generation enterprises,independent electricity retailer,energy-saving service company,high-tech industrial parks and so on.With the in-depth development of the power system reform,the competition is also aggravating.It is a great significance for independent electricity retailer make market strategies suitable for there own market as new entrants.This paper studies the background of the new round of power system reform and the specific circumstances of the sales side,analyzes the current situation of the foreign sales market and the more mature marketing model of electricity sales company.The paper gives an overview of power system reform,introduces related theories and marketing strategies of power market,and analyse the marketing environment through macroeconomic and micro perspectives by PEST model,barrel theory and SWOT model.Analyzing the market environment of electricity sales company in the background of new electricity reform.And studying the development trend of electricity market in our country,market competitiveness of the independent electricity sales company and SWOT theory of entering the electricity market.Establishing the independent electricity retailers' marketing ability evaluation index system and weighting the marketing ability by fuzzy comprehensive evaluation method.Comparing the indicators' score of four categories electricity sales and finding which index should independent electricity retailers focus on in marketing process.Based on the analysis of market environment,market position forecasting of electricity demand and other relevant arguments,the paper proposes the marketing strategy taken by independent electricity retailer,with a view to provide a reference for operation.