Research On The Marketing Strategy Of County Power Supply Company

With the deepening reform of the national electric power system and the continueddevelopment of the national economy, our electric power market has gradually enteredthe buyer's market which was guided by market demand and took the purpose of meeting thecustomers' needs. In this background, the power supply company should face a series ofproblems, such as the shortage of market development and the competition ofalternative energy sources which has brought unprecedented challenges to power supplycompany at all levels. So the power supply company must change sales' management,set up the marketing concept, improve marketing model and study the marketingstrategy, which make the electric power marketing demand as the guiding and qualityservices as the means to adapt to the commercial operation, energetic marketing system,thus promoting the rapid and healthy development of the power supply enterprise.This essay takes a county power supply company for an example. Firstly,considering the present condition of the Chinese electric power market and AA powersupply company circumstance, combines the modern marketing theories and enterprisemarketing practice, this paper offered the argument of power marketing managementsituation analysis for county level power supply companies.Secondly, according to vast quantities of information and data, it discussedmarketing in-outsider environment of AA power supply company from aspects ofmarco-micro environment. And systematic analysis the present marketing condition ofcompany through SWOT. Then found problems in the current marketing management.Thirdly, combine the feature of county level power supply company and historydata, the thesis scientifically forecasted the future demand for electricity, method ofsub-industry of electricity consumption, specific gravity and coefficient of elasticityrules. Basing on scientifically analysis and forecast, it provided subdivision ofelectricity market and orientation of selecting goal-marketing using STP strategy.Finally, centering on AA power supply company's development strategy,synthetically considering development tendency of power reformation, the paper offeredmarketing strategy combination of modern power company, which corresponds withlongterm development of county level power supply company and adapts to marketvariations. It also discussed some strategies include exploiting market strategy,expanding marketing strategy, electricity pricie strategy, energy-saving strategy, andquality service strategy.The thesis of this essay comes from practice, which attaches great importance tothe combination of theory and practice and of qualitative and quantitative analysisthroughout the course of the study. Thus it provided important proof for developing themarketing work of county power supply company.