Zibo Supply Electricity Marketing Strategy Research

Before the electric power system reform, the electric power was seriously short for a long period, how much electricity could be used depended on how much electricity was produced, people could just use electricity by allotment year by year, certainly there was no competition at all. As a result the power supply enterprises have no idea of marketing, to say nothing of building a modern marketing system . Along with the reform of the electric power system step by step, the electric power market gradually turns from the seller's market to the buyer's market, the power supply enterprises have to think carefully how to expand the electric power market. In order to survive and develop under the new market environment , the power supply enterprises have to set up marketing idea and study marketing strategy .So, it has realistic meaning to study the marketing strategy of power supply enterprises for opening the new situation of the electric power marketing and winning the market .This essay analyses the present condition of the Chinese electric power market and ZiBo Power Supply Company, and combines the modern marketing theories with enterprise marketing practice. On the basis of extensive investigation, through PEST analysis, and Five Forces Model, it analyses the marketing environment of ZiBo Power Supply Company' s electric power market deeply, then gets the exterior opportunities and threats, internal strengths and weaknesses that ZiBo Power Supply Company faces for the moment. This essay makes thorough research to the present condition of ZiBo electric power marketing through qualitative analysis and quantitative analysis, including how much electricity that ZiBo Power Supply Company has sold and the growth trend for the last few years, market quota, segmenting and positioning the electric market and so on. This essay analyses the problems that ZiBo Power Supply Company has on the electric marketing one by one. To the problems, this essay puts forward corresponding improvement measures, Thus the ZiBo Power Supply Company and some other companies which have alike conditions can draw lessons from it under the new market environment.