Research On Marketing Strategy Of SD Electric Power Company

With the continuous deepening of the reform of electric power system,power grid enterprises have become the main target of this round of electricity reform.The government has become more and more strict in the regulation of traditional electricity sale business,and the marketization process has been greatly promoted.The development"dividends" of power grid enterprises have been released continuously.With the great changes in the market environment,the overall pattern,the transaction subject,the service subject and the relationship between the upstream and downstream of the power grid are all being shaped.From the perspective of marketing,power grid enterprises are not only profit-tormented enterprises,but also shoulder the social responsibility of serving local economic and social development and ensuring People’s Daily use of electricity.State Grid’s corporate tenet,"People’s electricity industry for the people",is the best interpretation of the core goal of power grid enterprises.Its main responsibilities are to fulfill the three major responsibilities:economic responsibility,political responsibility and social responsibility.Marketing service professional face to face with electricity consumption customers,provide products and services,is not only the window unit of the enterprise,but also the key to the business market to obtain profits.On the one hand,to ensure that all customers within the scope of business to provide undifferentiated electricity services,optimism the marketing service capacity,develop reasonable strategic strategics.On the other hand,it should also realize the transformation and upgrading to a higher stage energy Internet enterprise of power grid enterprises,expand emerging business opportunities with the progress of grid as the key foundation,and realize the market expansion and business growth.In the face of challenges and opportunities,all provincial power grid enterprises,under the overall strategy of State Grid Corporation of China,combined with their own actual situation,seize the development opportunity and actively explore new business and new models.In order to realize the sustainable development of the enterprise and stability the market,it is necessary to develop the marketing strategy and implementation strategy in line with its own situation.Based on the complex marketing environment under the cross-influence of the new round of power system reform and the evolution of energy Internet enterprises,this paper discusses the marketing strategics of SD Power Company in the traditional power supply service market and the emerging business market.Based on the comprehensive use of marketing theoretical knowledge,this paper summarizes the relevant theories of marketing strategics and the current research status of power grid enterprises at home and abroad,and formulated research ideas and paths.Use the PEST analysis tool to identify the changes in the internal and external environment of the enterprise from the perspectives of asset advantages,policy disadvantages,emerging opportunities and competitive threats.Establish SWOT analysis matrix model,find out the existing problems,find out the solutions,and make the next marketing plan with the goal of"making up for weaknesses".Combined with STP theory,market pigmentation is carried out in two aspects of main business and emerging business,and target market is anchor to achieve precise petitioning.On the basis of power supply service marketing and in the direction of expanding emerging businesses,the association between businesses is strengthened to achieve further transformation of marketing work,and the expansion strategy suggesnons are provided based on the 7P marketing strategy combination.From the organization,team,technology,culture,supervision and other aspects of the implementation of marketing mix strategy to provide measures and suggestions.Through the research on the marketing strategy of SD Power Company,this paper hopes to help the enterprise to actively adapt to the reform of electric power system,accelerate the transformation and parading to the energy Internet enterprise,and seek new development opportunities while taking into account the enterprise’s market profit and fulfilling the responsibility of social basic energy supply.At the same time,it is expected that this example can offer some suggestion and reference for the innovation of power grid enterprises to energy Internet enterprises.