Precision Marketing Of Electricity Customers Based On Big Data Of Electric Power Marketing

With the acceleration of the new round of power system reform in China,the further opening of the power-selling market and the continuous development of the Internet and big data technology are having a huge impact on the operating mode,business mode and service mode of power supply companies.The power marketing services are gradually changing from being driven by business experience to driven by customer demand.The 19 th National Congress of the CPC pointed out that the uneven development of the productive forces in China has hindered the people’s further aspiration for a better and happier life.With the high-quality development of China’s economy and the continuous improvement of people’s consumption concept,the demand of electric power customers for the quality of electric power products and services is becoming higher and higher.As the power supply enterprises have not yet established the user big data analysis model,it is difficult to grasp the real needs of users,and it is difficult to implement the diversified and differentiated power demand for different users,which directly affects the sustainable development of power supply enterprises.Therefore,relying on the power supply enterprises which accumulated a large number of end-user electricity data,this paper mainly analyzes the user electricity data of power information collection system and marketing system,compares different data algorithms,and finds out the user electricity behavior characteristics and optimizes the classification.On this basis,a more precise user marketing strategy is proposed,which not only helps power consumers to use electricity rationally,but also promotes power supply enterprises to increase supply and expand sales,improve service mode,and enhance business efficiency.Firstly,this paper analyzes the value of the massive marketing data resources accumulated by the power grid enterprises and their impact on the development of power supply enterprises in today’s power-selling side reform and the rapid development of big data technology.And it puts forward the application concept of big data technology in the marketing work.Secondly,this paper briefly introduces related marketing theories and the research on segmentation of power customers based on STP theory.According to the characteristics of customers’ electricity consumption behavior and electricity demand,it puts forward the division dimension,index setting and subdivision model construction of power customers.Based on the model construction,the concept of big data and common algorithms are briefly introduced.Data analysis algorithms mainly include classification algorithms,clustering algorithms and association rule algorithms and so on.According to the characteristics of user power consumption data,a data model of different scenarios is constructed,At the same time,taking the user data of a certain area in Zhejiang as an example,and comparing the accuracy of the results of different algorithms,this paper proposes the most suitable data algorithm under specific scenarios.Finally,according to the analysis results of data algorithms,guided by the customer segmentation method,targeted put forward accurate marketing strategies of different types of users,and on the basis of big data analysis results,in the customer service,channel development,exploitting potentialities,efficiency management,and other aspects put forward concrete measures,so as to realize the user’s accurate marketing,promote sustainable development of the company with high quality.