Research On The Effect Of Marketing Of Power Generation Companies Under The Background Of New Power Reform

Under the background of new round of power system reform,state-controlled power generation enterprises have changed from production units under the planned economy to competition subjects under the market economy.The gradual liberalization of the electricity sales market has gradually weakened the power generation plan that had previously kept the power generation enterprises alive and depended on,and the increase of the proportion of the market-oriented power generation enterprises has posed a serious challenge to the marketing strategy of the power generation enterprises.Gansu Province,as a experimental area for the implementation of power market transactions in China,has carried out the transformation of marketing management system since 2018,represented by G Power Generation Company,but the construction and improvement of marketing system,marketing management,marketing process is facing many problems.Based on the current situation of G power generation company’s marketing,and guided by marketing theory,this paper establishes four core variables:closeness of power user,responsiveness of power market,power marketing importance and enterprise efficiency reduction,and analyzes the impact of these four factors on the marketing effect of power generation enterprises.The variable questions and scales are designed in combination with the characteristics of power generation company and power market.According to the variable scale designed the corresponding questionnaire,and the region’s large industrial users(aluminum plant,steel plant,etc.),power trading center,provincial power dispatch related departments,brother power generation enterprises and G power generation company marketing team as the research object,the use of online and offline methods of the above-mentioned related units of the relevant technical personnel for 3 weeks 3 stages of the survey questionnaire issued,the recovery of 462 valid samples.Data analysis uses SPSS26.0 to test the confidence,validity,descriptive,and hypothesis of the research data.Finally,according to the test results,the conclusions of the paper are drawn,the theoretical contribution and practical significance of the study are put forward,the limitations and shortcomings are summarized,and the prospect of future research is put forward.The main conclusions of the study are the following four points:(1)the importance of enterprise power marketing has the strongest impact on marketing effect;(2)The close connection of power users has a significant impact on the marketing effect of enterprises,which belongs to the core variable of G power generation company relationship marketing under the background of new power reform;(3)The agility of the power market response has a certain positive impact on the marketing effect;(4)The power forecast and equipment management of the enterprise power generation reduction efficiency are directly related to the marketing effect,but the impact is limited.The theoretical significance of this paper lies in:(1)Based on the classical marketing theory,it is clear that the core variables can be constructed from the aspects of connection,response,attention and cost,which enriches the theoretical research on the marketing impact effect of power generation enterprises;(2)The reliability,validity test and correlation analysis of the questionnaire data obtained based on the research hypothesis provide data support for quantifying the factors affecting the marketing effect of power generation enterprises.The practical significance of this paper lies in:(1)Taking the relationship marketing model as the core,this paper explores the impact on the marketing effect from the perspective of user contact tightness.It is found that G power generation enterprise’s close contact with users can timely understand customer needs and help to improve power user loyalty;(2)Considering the uncertainty of operation boundary under spot trading,it is proposed that improving the market response agility has a significant impact on the marketing effect.G power generation enterprise should quickly understand and master the changes of power policy and market trading rules;(3)This paper analyzes the influence of power marketing attention on marketing effect,and finds that it has a great impact on the closeness of power users,the responsiveness of power market and the cost reduction and efficiency increase of power generation enterprises;(4)It is proposed to improve the cost reduction and efficiency increase of enterprises from two aspects of power prediction and equipment management,and establish an ultra-short-term power accurate prediction model of power generation companies,which is conducive to the rational preparation of new energy power generation plan,strengthening daily on-site inspection and refining equipment defect management,and establishing a flexible maintenance response mechanism,which can effectively avoid the problem of wind abandonment caused by equipment failure.