Research On Marketing Strategy Optimization Of QL County Power Supply Company Under The Background Of Electricity Reform

In 2015,the Central Committee of the Communist Party of China and the State Council issued several opinions on further deepening the reform of the power system,and a series of corresponding policies were issued by relevant departments such as the National Development and Reform Commission and the Energy Administration,marking the official launch of a new round of power reform in China.Social capital can participate in electricity market transactions,and after approval by the National Development and Reform Commission,distribution network construction can also be carried out.The way of electricity trading has changed from the original power generation enterprise selling electricity to the power grid enterprise,and then the power grid enterprise selling electricity to the power users,to two ways: the power generation enterprise directly selling electricity to the users or the agent selling electricity company to the users,breaking the monopoly position of the power grid enterprise in the electricity sales process.Faced with the constantly deepening electricity reform policies,the traditional marketing concepts of power grid enterprises are no longer suitable for the requirements of increasingly open electricity markets.Therefore,the marketing strategies of power grid enterprises are becoming increasingly important.This article takes QL County Power Supply Company as the research object,and combines PEST analysis method,Porter’s Five Forces model,and the actual situation of the company to analyze the internal environment,macro environment,and industry competition environment of the company.Using the SWOT analysis method,the company has advantages in grid assets,professional talents,strong brand,and large market share,as well as opportunities brought by power system reform,technological progress,and the development of clean energy.The development direction of the company’s marketing strategy is determined to be a pioneering strategy.Analyzed the current situation and existing problems of the company’s marketing strategy.The STP strategy is used to subdivide the power market segmentation in QL County into large industrial enterprises,small and medium-sized industrial and commercial enterprises,agricultural users and residential users.The proportion of electricity sales,market demand trend and power consumption characteristics of various users are analyzed,and the target market of QL County Company is determined to be large industrial users,which provides a direction for the formulation of the company’s marketing strategy.By using the 7Ps marketing theory,a comprehensive study was conducted on the service marketing strategy of QL County Power Supply Company,including seven aspects: product strategy,price scheme,channel layout,promotional activities,personnel quality,tangible display,and service process.At the end of this paper,from three aspects of system,human resources and technology,it gives the relevant safeguard measures for QL County Power Supply Company to implement the 7Ps marketing mix optimization strategy.The research results of this article provide important guidance for the marketing work of QL County Power Supply Company under the background of the new electricity reform.It can not only help the company improve its competitiveness,but also provide reference for the marketing work of other power supply companies.