| With the improvement of re-electrification level,people put forward higher requirements for the reliability of power supply and the convenience of service.The revolution of energy production and consumption presents a new situation,and the deep integration between the revolution of energy technology and the revolution of digital economy also becomes a new development trend.With the deepening of the electric power system reform,China’s electric power market is gradually transformed into a completely open competitive market,which forms a pattern of multiple electricity sales,and the power supply enterprises are faced with the threat of traditional business being seized.Under these circumstances,it is urgent for power supply enterprises to realize strategic transformation,drive power service marketing innovation to lead,and realize new value growth under new models,new channels and new businesses,so as to improve market competitiveness.This paper is based on the background of "Internet+",taking the W power supply enterprise as an example,combing the foundation of marketing theory to analysis the macro-marketing environment that the enterprise facing,the current status of electricity services business,the problems existing in the electricity service marketing strategy and the reasons.By studying the W power supply enterprise’s selection of the target market and market positioning,this paper comes up with the differentiation of electricity service product strategy aims at different customer groups in order to implement of precision marketing,as well as optimizes the power service business pricing strategy,channel strategy,promotion strategy and personnel strategy,so that for W power supply enterprises can quickly adapt to the new era of development to provide market opportunities and challenges of the rationalization proposal,which also provides reference value for other electric power enterprises to realize service transformation. |
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