Research On DT's Marketing Strategy Under The Background Of Electricity Marketization

On March 15,2015,the Central Committee of the Communist Party of China(CPC)Central Committee and the State Council issued some opinions on further deepening the Reform of the Electric Power system(Zhongfa(2015)No.9).Subsequently,the State Energy Administration and the National Development and Reform Commission jointly published six supporting documents related to the new power reform,which mainly proposed to liberalize the electricity side market and encourage more social capital to enter the sales side market to participate in the transaction,which makes more electricity enterprises have independent choice of cooperative power sales enterprises,and improves the service quality of power sales companies and the electricity consumption efficiency of electricity customers.After the power reform,the new power sales companies in the market mainly have the following types: social capital investment Established power sales companies,power sales companies with power generation background,power transmission and distribution grid sales companies,related electrical value-added services companies,energy supply experience sales companies.With the deepening of the reform of the power market,the liberalization of the electricity sales side market has made the established power sales companies become the main body of the market power supply,and injected fresh blood into the whole power market.At the same time,there is fierce market competition among the power sales enterprises.Based on the background of power system reform,taking DT power sales company as an example,taking the power enterprises participating in direct trading in Shandong Province as the research object,combined with the current operating situation of DT power sales company,this paper studies the marketing strategy of DT power sales company in the environment of power industry in Shandong Province,and through the use of the analysis tools learned by the market strategy course,the marketing strategy of DT power sales company.marketing strategy to explore and analyze.In order to explore the purpose of the market strategy of DT power sales company,the author first reads and studies the present situation of foreign power market reform,understands the relatively mature experience and achievements of power reform in the world,sums up the competitive characteristics of electricity sales side market attention in different countries in the stage of marketization development,and provides a theoretical basis for the completion of this paper.Combined with the relevant documents of power system reform in China and Shandong Province,this paper studies and analyzes the related documents,so as to provide reference for the power sales companies with open sales side after the power reform to formulate market strategy and strategy.Since the promulgation of the electricity reform document,the author has been engaged in the research of power market development and electricity sales policy,and has a better understanding of the power generation market and the electricity sales market situation in the province.After investigating the current situation of some different types of power sales enterprises,the author has found many problems.At the same time,the internal and external industry environment of DT power sales company,the main industry competitors are investigated and studied.When studying and analyzing the macro environment of DT power sales company,the PEST analysis method,which is often used in the market strategy,is used to analyze the political and legal environment,economic environment and society respectively.Cultural environment,technical environment and so on.In the study and analysis of the internal environment of DT power sales company,the SWOT analysis method,which is common in marketing,is used to analyze the advantages and disadvantages of DT power sales company,as well as the opportunities and risks in the face of the market.Through the analysis of these two typical marketing analysis tools,this paper finds out the problems existing in the operation of DT power sales enterprises,so as to formulate the marketing strategy and strategy of DT power sales companies.According to the traditional marketing theories such as "STP" theory and "6P" theory,some beneficial marketing strategies and strategies for power sales companies areformulated,including Market segmentation strategy,target market strategy,market positioning strategy,product strategy,price strategy,service strategy,promotion strategy,market expansion strategy and so on.At the same time,through marketing analysis and absorbing the mature experience of other companies,the specific reconstruction suggestions are put forward.So as to optimize the power marketing system of DT power sales company and realize the rapid and good development of the company.The research results of the paper have guiding significance for the formulation of marketing strategy of DT power sales company at present,and also provide reference and reference for other power sales companies in Shandong Province.The paper has strong practical significance and application value.