Marketing Management Of Y Power Supply Company Under Power System Reform And Cost-Revenue Analysis Of Direct Power Purchase

In recent years,the downward pressure on the economy has increased.With the implementation of the state's policies of optimizing the industrial structure,energy conservation and emission reduction,it has gradually eliminated energy-consuming and heavily polluting industries such as cement,steel,and chemical industries,which has had a huge impact on the power supply companies' electricity sales and electricity consumption recovery.After the introduction of the new power system reform,under the principle of "controlling the middle and letting go of the two ends",the sales side market was gradually liberalized,and many sales companies were established.Under the new circumstances,the traditional extensive marketing service model has become increasingly short-sighted,with a weak market sense,insufficient competition strategies,slow response,unsmooth marketing service flow,and poor precision service capabilities.Y power supply company faces unprecedented crises such as the loss of large customers and the seizure of market share.Moreover,as the power system reform liberalizes the sale side competition,the direct purchase of electricity business will gradually increase,and large customers will have more choices.As the core resources of the company's business,the power supply of large customers directly affects the efficiency of Y power supply company.Therefore,Y power supply company must innovate service concepts and models to adapt to the economic development and the new requirements of power reform.This paper combines the specific problems faced by power marketing theory and practical work.At the same time,starting from the macro environment and micro-industrial environment,using SWOT analysis,it analyzes the advantages and disadvantages of the power supply company in Y City and the opportunities and threats it faces.The corresponding marketing strategy was formulated using the STP method,and SPSS clustering analysis method was introduced.Taking the single-month electricity information of 5,623 customers of Y power supply company as sample data,the customers were subdivided into 4 categories through the K-means algorithm.Specific marketing strategies such as service,brand and promotion are put forward.This paper analyzes the main body,transaction form and process of the direct-purchase power market and the risks it brings to Y power supply company,and then analyzes the impact of electricity sales and unit price on economic efficiency by using single-factor sensitivity analysis method,and puts forward proposals for power supply companies.The proposed scheme is helpful for further increasing the profits and market share.