The Study On Marketing Strategy Of FN Power Supply Company

Along with the steady progress of the reform of the electric power system,a large number of social capital spontaneously rushes into the electric power market and various types of electricity selling companies emerge.This leads to intensified competition on the electricity selling side,which breaks the monopoly of the power supply company in the electricity market for a long time.Under the background of the opening of the power selling side,the power marketing model adopted by the company needs to keep pace with The Times and dynamically adjust to meet the demand of customers to the greatest extent.Therefore,this paper focuses on the research and optimization of power supply company marketing strategy,seeking sustainable development of enterprises.This paper treats the marketing strategy of FN power supply company as the main body of research.Firstly,it introduces the basic situation of the company and the marketing strategy currently adopted.Secondly,it analyzes the internal and external environment of FN power supply company in detail by using PEST analysis and Porter’s Five Forces model.Thirdly,the SWOT model is used to analyze the strengths and weaknesses of FN power supply company as well as external opportunities and threats,and four matrix countermeasures are summarized.Combined with the marketing status quo of FN power supply company,it is found that there are some problems in the marketing strategy,such as single product type,rigid pricing,lagging channel management and lack of promotion mode.Next,through STP analysis,the market of FN power supply company is subdivided,the target market and market positioning are defined,the marketing strategy is optimized based on the 4P theory of marketing,and the product strategy needs to improve product quality,improve product service,product differentiation and strengthen brand effect.Price strategy needs demand-oriented pricing and discount pricing;In terms of channel strategy,we should carry out accurate service marketing for power customers,promote online business hall and expand rural power market.Promotion strategy for advertising promotion,consumer concept promotion.Finally,the paper puts forward safeguard measures from four aspects: institutional aspect,human resources,technology and capital,so as to ensure that the optimization strategy plays its due effect.By optimizing the marketing strategy of FN power supply company,the enterprise can maintain the active vitality of market competition,improve economic benefits and vigorously promote the prosperity and development of the enterprise on the basis of steady development of marketing business.