Research On Marketing Strategy Of M Power Sales Company Under Power System Reform

The government document issued by the State Council on the reform of the domestic power system in2015 marked the official start of a new round of domestic power system reform.All kinds of capital can set up electricity sales companies to sell electricity to users.At the same time,they can build power grids and sell electricity in the incremental distribution network areas approved by the National Development and Reform Commission.The power plants at the beginning of power production and the end users of power use can directly buy and sell electricity through the power grid,or they can act as agents through power sales companies,breaking the original mode that power plants can only be sold to the power grid,and users can only purchase electricity from the power grid..The profit model of the electricity sales company is to purchase electricity and grid-connected power generation rights in large quantities from the power plant,and sell it to users at a relatively high retail price to earn the price difference.The existing marketing strategy of M Electricity Sales Company is difficult to remain invincible for a long time.In the face of the continuous improvement of the electricity reform policy and the increasingly perfect market,M Electricity Sales Company cannot make great progress at all.Therefore,M electricity sales companies need to change their existing marketing strategies and existing problems to adapt to electricity reform and new changes in the market.Therefore,in view of the current situation of the above electric power system reform,this thesis takes M Electricity Sales Company as an example to study the marketing status,marketing environment,and marketing strategies of M Electricity Sales Company.Insufficiencies and shortcomings in channels and promotions;and analyzes the marketing environment of M Electricity Sales Company.In terms of macro environment,PEST analysis method is used to analyze the external environment of M Electricity Sales Company,mainly from the politics related to the power industry.Analysis is made in four aspects: law,economic development,social environment,and technological level;in terms of industry competition environment,Porter’s five forces model is mainly used for analysis;and the internal environment of enterprises is further analyzed from two aspects of management ability and internal resources;Using the SWOT model to analyze the company’s strengths,weaknesses,opportunities and threats,the corresponding marketing mix strategy was obtained;the STP analysis method was used to plan the market segmentation,market selection and market positioning of M electricity sales company.The idea of replacing the original4 Ps marketing strategy with 7Ps marketing strategy is proposed.In view of the characteristics of B2 B marketing,the optimization content of marketing strategies such as "personnel and relationship marketing","tangible display" and "marketing process" is enhanced.The writing of the thesis will help M power sales company to recognize the market environment after the power reform,find out the problems existing in its own development,and make targeted optimization and improvement,which can help M power sales company to enhance its core competitiveness,achieve longterm sustainable development.