Research On Power Demand Side Management Based On Marketing Strategy

With the rapid economic growth, China’s contradiction between electricity supply anddemand is becoming increasingly salient. To alleviate the shortage of power supply, powerdemand side management was introduced into China. Introduction of competitionmechanisms into power management can fully fulfill market’s allocation of power resourcesand promote sound development of China’s electric power industry. Power demand sidemanagement as a new economic phenomenon, has profoundly changed by increasing thesupply of remission and traditional thinking, to solve the contradiction between supply anddemand mode of operation, research the influence of the economic problems of far-reachingsignificance. In practice, the electric power demand side management is a system engineeringto promote the power industry and national economic and social development, the near futurecan ease the power supply tension, long-term can improve the power efficiency, and promotethe sustainable development of society. In recent years, China has already gainedachievement and gathered experience in the field of the DSM. Nevertheless, there are someproblems in practical management, for example: misunderstanding of DSM, lack of capitalsupport and long-term mechanism of energy-saving, poor quality of electricity products,single collection of electricity charges, huge difficulty in collecting, and weak serviceawareness of power companies. These problems not only prevent the DSM from playing itsrole but also affect healthy and sound development of Chinese electricity industry. There aremany researches on DSM in recent years, but few of them are focused on DSM from theperspective of marketing strategy. The thesis mainly analyzes the current situation andproblems of the DSM in China and also puts forward some advices to improve the DSM,which is of the oretical and practical value.