Research On The Marketing Strategy Of BQ Power Supply Company Under The Background Of New Power Refor

With the continuous deepening of the new round of power system reform,focusing on the core idea of ’opening up the two ends and controlling the middle’,introducing diversified markets and establishing a completely competitive market system.Gradually break the long-term monopoly pattern of traditional power grid enterprises in selling electricity.Therefore,electricity marketing has also become a hot research topic.For the electricity market,it injects fresh vitality,and for customers,it has more diversified choices;However,for traditional power grid enterprises,in order to maintain their leading position in the fierce market competition,it is necessary to establish a new profit model for power grid enterprises and achieve a ’dual focus’ on both main and emerging businessesThe thesis explores the optimization and application of power marketing strategies in practical work based on the challenges and opportunities faced by BQ Power Supply Company in the context of the new round of power reform.Firstly,by analyzing and comparing domestic and foreign research literature and summarizing the theories of scholars from various countries,suitable research ideas and directions are formulated.Secondly,the marketing status of BQ Power Supply Company was introduced,and the most important’main business’ and ’emerging business’ segments of customers were segmented.The different needs of different customers were analyzed,and the problems in the current marketing strategy of BQ Power Supply Company were summarized;Then,through PEST model analysis and Porter’s Five Forces model for environmental analysis,a SWOT analysis model was further established to summarize the internal strengths,weaknesses,and external opportunities and threats of BQ Power Supply Company.The analysis system ranges from macro to micro,from broad to detailed planning,achieving ’full coverage’ of marketing analysis for BQ Power Supply Company.Through the above analysis,based on the 4V marketing theory,the marketing strategy has been optimized for differentiation,functionalization,added value,and resonance,with corresponding guarantee measures.Finally,the effectiveness of the 4V theoretical marketing strategy application of BQ Power Supply Company under the new electricity reform situation is verified through practical cases,and new ideas for the application and implementation of subsequent marketing strategies are opened up.This thesis aims to explore how BQ Power Supply Company,as a traditional central enterprise,can enhance its competitiveness during the continuous deepening of the new electricity reform,taking into account important indicators such as upgrading business types,improving customer satisfaction,increasing electricity sales,and policy support,comprehensively improving the market share of the electricity sales side market after opening up.At the same time,I hope that the research theory,methods,and conclusions drawn in this thesis can have preliminary guidance and reference significance for the development of differentiated marketing strategies for power supply enterprises at the same level of State Grid Corporation of China.