Research On Marketing Strategy Optimization Of LH Power Plant Under The Background Of Power System Reform

The opinions on further deepening the reform of power system issued by the central government and the State Council in 2015 introduced the concept of market electricity,which is the cornerstone of China’s power reform into a new stage;It is the beginning of the transformation from planned economy power with unified purchase and marketing to market economy power mode full of competition.The participation of various emerging market players makes the power market more dynamic,but it is also full of crises.Affected by the increasing installed capacity of clean energy and the limited growth of power market demand,the utilization hours of thermal power generating units have decreased year by year since 2016,and the profit space has been squeezed again and again.In addition,the marketization of power trading has intensified the intensity of competition,which poses a serious threat to the production and operation of thermal power enterprises.In the face of various problems,LH power plant should optimize itself,improve market competitiveness,create higher economic benefits,and maintain a leading edge in the fierce and complex power market.Taking the power system reform as the background,this paper studies the impact on power related industries in the process of power system reform through literature review,policy reading and theoretical research,and sorts out some opportunities and challenges encountered by power enterprises in the process of power system reform.Aiming at the marketing strategy of LH power plant under the background of power system reform,this paper analyzes the marketing macro environment of LH power plant from the political environment,economic situation,social environment and technical environment by using PEST analysis tool;This paper analyzes the current environmental power demand and supply market from Chongqing power market and Chongqing power trading market.In addition,this paper also analyzes the current marketing situation of LH power plant by using 4P research theories such as product strategy,price strategy,channel strategy and promotion strategy;This paper points out the main problems existing in LH power plant at present,such as low degree of commodity differentiation,lack of valueadded accessories,lack of marketing personnel,single structure of marketing department and weak initiative to establish marketing channels,analyzes the causes of the above problems,and comes to the conclusion that they are due to lack of crisis awareness,aging of generator units,thin organizational structure,lack of reasonable reward and punishment mechanism Marketing concept can not keep up with market changes and other reasons.According to several problems existing in the marketing of LH power plant,the power market is subdivided and the target market is selected through STP theoretical analysis,and the market positioning is finally determined;Next,it puts forward constructive marketing strategy optimization methods from four dimensions: product strategy,price strategy,channel strategy and promotion strategy;Finally,it puts forward the measures to ensure the smooth implementation of marketing strategy from the aspects of ideological guarantee,organizational system guarantee,personnel guarantee and fuel guarantee;Finally,it summarizes the research conclusions of this paper,and believes that the research on the optimization of marketing strategy in this paper can guide the marketing work of LH power plant to a certain extent.