Research On The Marketing Strategy Of XX Power Grid Corp

Network marketing is usually the power enterprises through the creation of other people or organizations need power output or value, and carries on the exchange, in order to meet the demand of a management and social services. Power, is a kind of special commodity, its characteristic and the particularity of electric power marketing particularity:network marketing should not only satisfy people some function, to provide clean energy, while the power enterprise service consciousness, energy saving and safe use of electricity notion spread out.XX power grid in Yunnan and Guizhou in two energy output big province and load concentration between Guangdong, southern region is an important part of power transmission from west to East", is the main channel, voltage support and power supply base. At present, the XX system has entered the ultra high voltage, large capacity, high reliability of modern network ranks,500000volt system to cover all XX Province14city,87counties all achieved al10000V voltage grade power supply, wherein the35county realized by a220000volt voltage grade power supply. And the vast majority of the provinces, the provincial power grid XX except XX Power Grid Corp, and YY electricity limited liability company to operate the local power grid, ZZ power Limited by Share Ltd to operate the local power grid, and XX water conservancy and electric power group limited company of management of the43county power supply company through the local county-level power network. With the development of power market, power system has broken the monopoly, introducing competition in the market, electric power commercializes process begins to accelerate, from the fundamental power of traditional enterprise management concept and management mode has been changed. In2011, as part of the XX power grid XX Power Grid Corp, for the XX Province consumption of82700000000kwh, accounting for XX of total electricity consumption of74%, than in2010fell by6percentage points; the main business income41500000000yuan, profit660000000yuan, compare respectively on year decrease1.2times,1.8times. Visible has begun to appear weak market, consumption growth rate year after year to slow potential.According to the4P framework, XX Power Grid Corp’s marketing strategy analysis. Found mainly has the following problem:in product strategy, grid disorderly construction product cost increase, local power grid structure weak influence of power supply capability, power grid planning and construction planning construction and separation, and disorderly market competition. In the price strategy, electrovalency policy is fluctuant and frequent, business services charges policy lag, temporary power supply service policy default. On channel strategy, business customers and residents may have on the " billing accuracy", business management is not well fit business customers, all types of customer service hotline" generally to turn an artificial timely service is not satisfied," on business customer relationship maintenance is not in place. On the strategy of promotion, promotional the foundation is not solid, and many uncertain factors, in addition, the weather conditions and temperature factors on promotion effect is quite big also, temperature-sensitive load fluctuation is hard to grasp. In order to seek the solution, through benchmarking, SWOT analysis for XX Power Grid Corp looking for the right marketing strategy.Yunnan province by the benchmarking:" a net " successful case shows, product problem can only rely on" one network" as a platform for the regional power market to solve the Three Kingdoms; and we compared method, active electrovalency structure is onefold, cannot adjust effectively the contradiction between supply and demand of power supply services and counseling;2011XX Power Grid Corp customer overall satisfaction71, a southern regional overall level of4percentage points; a Hongkong power company load steady to development, the promotion effect is better than that of XX Power Grid Corp. By analysis of SWOT:1, XX saves the advantage of Power Grid Corp," take the customer as the center " of the service concept and service culture, third satisfaction in public service industry first of all, the marketing information system supports all the marketing business. In2, XX Power Grid Corp disadvantage, all-round customer service value chain has not really established, management compares extensive, team quality is not high.3, opportunity analysis, electricity demand growth, the development of new energy, energy conservation service faced with significant development opportunity. In4, XX Power Grid Corp threat, contradiction of supply and demand is more outstanding, electric power system reform is deepened stage by stage.Then with the above analysis, the conclusion, XX Power Grid Corp should choose SO strategy, should focus on the customer, government and society three levels.Finally in the strategic choice, according to the4P theory, proposed by XX Power Grid Corp the following measures:In the products, build share-holding system power supply enterprise to achieve four unity, integration of power resources to provide competitive pricing, promoting demand side management, improve standardization, lean management, the construction of green electricity. In terms of price, electrovalency implementation to the group, the integration of the overall direction of development, and actively implement the national policy of differential power prices, prices on the wall to voluntarily accept supervision, build be helpful for promoting the healthy development of the electric power price mechanism. In the channels, attention to customer concerns, to improve service process, do transposition thinking, make the service means and service process more fit customer characteristics and needs. In the promotion, the depth of mining market potential, strengthen the key project to develop new markets, and excellent market tracking analysis to actively respond to market changes.