Research On The Improvement Of Power Product Marketing Strategy Of Hunan Electric Power Co.,Ltd

Under the guidance of China’s overall environment,in the past,power enterprises dominated the market within the scope of power supply,and the importance of marketing is often ignored.However,after the power system reform,more and more different power sellers have emerged in the whole power market,which means that the power product marketing strategy of power supply enterprises will face a huge transformation.In order to adapt to the market environment faced by power supply enterprises under the reform of the great era,enterprises need to formulate a more perfect marketing strategy mechanism.The research on the marketing strategy of power products of power supply enterprises will help the company to improve quality,increase efficiency and develop steadily in the new competitive environment.At the beginning of this paper,the relevant theories of power marketing are introduced in detail,which lays a theoretical foundation for the marketing improvement strategy of power products of Hunan Electric Power Co.,Ltd..Using PEST analysis and Porter’s five forces analysis,this paper deeply discusses the marketing environment and current situation of the company’s power products,and summarizes the problems and causes of its marketing strategy one by one.Then,based on the company’s marketing objectives,combined with STP marketing theory and 4P marketing theory,this paper lists improvement suggestions for the market positioning and marketing strategy classification of power products of Hunan Electric Power Co.,Ltd.In terms of product strategy,strengthen transmission and distribution of reliability and power quality of power grid construction,deepen comprehensive energy services,promote power substitution,and expand profit areas from providing new power consumption services and improving power sales;In terms of electricity price strategy,develop battery energy storage technology,cut peak and fill valley,reduce power supply cost,take multiple measures to reduce electricity price level,expand the supply and sales market outside the province,and retain customers in the way of "reducing purchase price and making small profits and quick sales";In terms of channel strategy,establish an online service operation mechanism,promote the transformation of offline business halls,and establish power sales companies to participate in market-oriented competition;In terms of promotion strategy,this paper puts forward new ideas on the transformation of new marketing team,advertising promotion and government public relations.Finally,this paper summarizes the implementation steps and safeguard measures of the marketing strategy improvement scheme,and looks forward to the expected results from three aspects: management,economic and social benefits.The research of this paper not only points out a direction worthy of consideration for the power product marketing work of Hunan Electric Power Co.,Ltd.under the background of power system reform,but also provides a useful reference for other related enterprises and brother units to formulate marketing plans.