Zhenjiang Power Supply Company Power Marketing Strategy

With the deepening of china's power system reform, the power market has been initiatively established since the separation of factory and electric web, as well as the bid for electric web, this market is now coming up. Power supply enterprises are bound to smash up a monopoly and come into a stage of market competition.Relying on the strong dominance of power web, the Zhenjiang power supply enterprise is now enjoying the convenience of monopoly operation, but it has apparently influenced by the pressure of the competition in power market. This pressure comes from two aspects: One is that there is a competition between the power of electricity and that of coal, petroleum as well as natural gas in the terminal energy consuming market. Currently, the growth speed of natural gas consumption has far surpassed that of power consumption. The other is that there are increasing enterprises have their own power supply factories, which bring a fierce competition in the power consuming market. In recent years, the share of power market of Zhenjiang Power supply enterprise has always remained the lowest in Jiangsu province, and tends to decline. Meanwhile, due to the long term of monopoly operation, the backward marketing strategy and a weak consciousness of the market, the power supply enterprise is lack of market competition competence.The essay begins at the primary concept of power marketing and systematically analyzes the inner and outside environment facing the marketing of Zhenjiang power supply enterprise. Considering the characteristics and historic data of Zhenjiang power market, this essay has also predicted the demand for Zhenjiang power market by Regression Analysis approach, flexibility coefficient approach and GDP power-consuming approach. On the basis of scientifically analysis and prediction, using gray reference theory, the essay makes a smaller division of power market and target power market selection. Referring to traditional marketing strategy of 4P theory and service marketing strategy theory, it gives a marketing strategy which the Zhenjiang power enterprise should adopt. Finally, it set forth some countermeasure for the implement of the marketing strategy.The thesis of this essay comes from practice, which attaches great importance to the combination of theory and practice and of qualitative and quantitative analysis. This essay puts emphasize on the pertinence and validity of practical work, thus providing decision-making proof for developing the marketing work of Zhenjiang power supply enterprise.