| Electric power industry has always been a state-owned monopoly industry,playing a leading role in the state-owned economy.With the development of society,the market economy gradually appears.Only by breaking the industry monopoly,promoting the economic development and changing the price with the supply and demand,can the service quality of the whole industry be improved,the production cost be reduced and the competitiveness be improved.The main products around the whole power industry are electric energy(electricity).Electric energy(electricity),which is a social basic industrial product related to the national economy and the people’s livelihood,is different from general commodities.It is intangible and does not have any physical form.It must rely on the corresponding carrier,and reflect the existing value through the five links of generation,transmission,transformation,distribution and use.Therefore,electric power as a product sales,from its attributes and characteristics,not only has the particularity of the industry,but also has a single product.With the development of market-oriented power industry,the development mode of low price competition brought by single product structure has gradually promoted the market subject to explore and develop diversified and diversified product structure.In 2015,a new round of power system reform brought about the deregulation of the electricity selling market.Since then,as a new subject in the power market,the electricity selling company has officially entered the trillion level market which has been monopolized for many years.With the continuous influx of social capital,all kinds of power selling companies have been set up,bringing new vitality to the whole industry,which also means that a new pattern of market interest distribution has begun to form.This paper describes and analyzes the development of foreign electric power market,and compares the changes of the whole electric power market brought by the deregulation of power selling side since the implementation of the new electric power reform policy in China.As a major hydropower Province in China,the power supply and demand situation in Sichuan Province has been in a state of oversupply for a long time.At the beginning of the opening-up of the electricity selling side,the main bodies of the electricity selling market with different backgrounds have been established one after another,and the market competition has gradually formed.As one of the representatives of the independent electricity selling companies in Sichuan Province,how does e electricity selling company make use of its own advantages,seize the market opportunities,find the market positioning,and formulate the appropriate market Marketing strategy will be the focus of this paper.Based on this,from the perspective of e-selling company,this paper collects the basic data of the paper by means of literature research,comparative analysis,descriptive research,questionnaire survey and interviews with senior executives of the company;analyzes the competitive environment of e-selling company’s industry by using Porter’s five force model from five analysis elements;and comprehensively analyzes the internal and external environment of e-selling company by SWOT analysis,systematic and accurate research and analysis to explain the strategic layout of e-selling power company;STP analysis to analyze the current marketing strategy of e-selling power company from three dimensions of market segmentation,target determination and market positioning to find out the problems and deficiencies;marketing 6Ps combination to study e-selling power company’s product strategy,price strategy,channel strategy,promotion strategy and government Finally,combining customer maintenance and sales,personnel training and marketing innovation and other aspects of in-depth research,to explore a relatively perfect and adapt to the development of e-sales company marketing strategy. |
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