Research On The Marketing Strategy Of T Power Generation Company Under The Background Of New Electricity Market Reform

Along With the release of New Power Reform No.9,China’s new round of power system reform has gradually begun.One of the main directions of this reform is the gradual opening of the electricity market.Generating companies can sell electricity directly to those who need it.In this context,the planned power distribution function assumed by the government will be increasingly weakened,and will be decided by the market supply and demand relationship.With the increase of the proportion of market electricity,the competition on the electricity selling side will be more and more fierce.Under the background of new electricity reform,what marketing strategy should T power generation company take to ensure that the enterprise is in the leading position in the market competition,which is an important topic worth studying.In this paper,based on the analysis of the background of new electricity reform,according to marketing,management economics and other relevant principles,while introducing the relevant theoretical knowledge of power marketing,T power generation company’s power marketing status issue is analyzed.By means of PEST model,micro-environment analysis,SWOT model and other analysis methods,this paper makes a detailed analysis of the political,economic,social and technological environment of T power generation company,and summarizes the competitive advantages and disadvantages of the company.On this basis,the T power companies face differentiation according to the different nature of the electricity demand in market segmentation,and combined with the characteristics T power generation companies to choose the appropriate target market.After that,according to the requirements of the target market,respectively from the rich product strategy,reasonable price strategy,a wide range of channel strategy and targeted promotion strategy to develop power marketing strategy.In this way,T power generation company can give full play to the advantages of unit performance in the case of high natural gas prices,and ensure considerable benefits in the operation of the power market.Ensure the effective implementation of the established strategy by making plans to complete the full amount of electricity,reasonably bidding market electricity,actively participating in ancillary services and expanding the energy ladder,combined with the top-down implementation model.Finally,through establishing a new marketing concept,strengthening the construction of marketing team,establishing and perfecting the marketing system these three aspects to elaborate the safeguard measures of strategy implementation.In this paper,the research not only helps T power generation company combing the current power market reform situation,make the company more quickly adapt to the new electric power marketing environment,more conducive to the company to find more matching characteristics of the enterprise marketing mode of electric power,make the company get more profits,meanwhile,provide certain reference of electric power marketing to other similar power enterprises.