Research On Marketing Strategy Of HF Company In The New Electric Reform Environment

As the publishment of 6 major documents including the Country Electricity Change No.9 and involves the distribution electricity price reforming and electricity market construction by setting up trading institutions,promoting the reform of electricity sales,as well as putting development plan and so on,which marked the completion of national electricity change" top-level design ",formally entered the stage of practical operation and" bottom creation”,this will bring significant and profound influence to power generation enterprises.Facing rapid growth of electricity generation,growing pressure from economic downturn,slow growth of electricity demand,and the new situation,new opportunities,new challenges of hush competition in current power generation market,HF company as the first big power generation company in fujian province,must comply with the trend of world and China's electricity market reform,using the development insight to analyze enterprise internal and external environment scientifically,combined with the enterprise practical experience to make scientifically,reasonable and effective marketing strategy and tactics,to guide management behavior,to realize the strategic transformation,so as to win the competitive advantage.Currently,HF company is facing the situations that electricity market reform is not meeting expected result,and meeting some problems,target customer market is unstable because of industry's transformation and upgrading,these have created barriers for HF company's products production and sales.HF Company's Sales macro-environment and middle-environment analysis shows that HF company's marketing strategy should use differentiation strategy,providing personalized service to specific target customers and market,so as to further enhance HF company's sales capability and service level.The essay clearly analyzed the company's strengths and weaknesses they are facing,including opportunities and threats,the company should have new market position under electricity reforming environment,applying differentiated sales strategy according to different customer group,on the basis of differentiation,making high quality service strategy,production development,price strategy,brand image building strategy,risk precaution strategy,cost control strategy and sales marketing strategy.In order to secure successful implementation of above mentioned sales strategy,HF Company establish a series of safeguard measures: building new electricity marketing system;enhancing development of marketing talents;improving service level and quality;fastening construction of marketing information system and so on.Building new electricity marketing system which fitting electricity reform environment;enhancing development of marketing talents;improving service level and quality;pre-arranging micro grid and power distribution equipment;fastening construction of marketing information system and guarantee execution of marketing strategy,so as to effectively enhance company's production competitiveness and company's overall market competitiveness.In general,HF company should seize the opportunity that current electricity companies overall reform has not yet gone deep to strengthen self development,in order to get more market chances.