The Power Generation Companies Of Heilongjiang Provice Marketing Strategy In Generation Rights Trade

With the continuous progress of the electricity market, power generation market hasbeen basically formed, the increasingly competitive power generation business. Powergeneration companies in the market competition, in the face of the coal prices rising, the costof electricity continues to rise, environmental protection requirements is rising, the averagepower generation utilization hours decline factors, enterprises are faced with the difficultbusiness situation. In recent years, the relevant government departments for theimplementation of energy saving policies to achieve the optimal allocation of resources toencourage high-energy, small-capacity generating units to the low-power, high-capacitygenerating units transfer power. Grid enterprises to develop power generation right tocompensation for the substitute transaction, to provide compensation for the transfer ofelectricity trading platform, and bring opportunities to create economic benefits for the powergeneration companies. Power generation companies in order to adapt to the fierce marketcompetition, there is an urgent need to strengthen the marketing strategy to adapt to thepower trading market.Start from the power trading market-based power generation the right to compensationfor the substitute transaction, the characteristics of the power generation companies inHeilongjiang province, the use of marketing, strategic management theory, marketingstrategy to adapt to the power generation enterprises in Heilongjiang Province. Generatingenterprises in Heilongjiang Province, strengths, weaknesses and opportunities facing thethreat of a comprehensive analysis, the establishment of the SWOT analysis matrix, severalstrategic measures proposed for power generation enterprises in Heilongjiang Province ingenerating trading. Secondly, based on generating trading, power generation companies tosell the electricity market of the generation right from the multi-angle segments, whileassessing each market segment, and set the target market, determine the market positioning.Finally, through the marketing positioning of the power generation companies, drawing onthe the6P theory of modern marketing strategy, based on generating trading, developmarketing strategies for generating enterprises of Heilongjiang Province (6P marketingstrategy), and proposed a strategy for the implementation of safeguards. This study the use of marketing strategies for power generation enterprises in Heilongjiang Province in the powergeneration trading provides a reference, to enhance competitiveness in the market for powergeneration companies, improve and enrich the study of marketing strategy in the powergeneration trading.