Research Of Huaneng Hainan Power Plant Electricity Marking Strategy

HUANENG HAINAN POWER Inc.(hereinafter referred to as HUANENG HAINAN POWER Co.) is a large state-owned fossil-fired power corporation. In recent years, though the corporation plays a key role in Hainan power industry, it faces a rather severe "surviving" environment for future development due to the fluctuation of coal market price, the entrance of other power corporations into Hainan market and the decrease of available hours of power devices. Besides, the competition in Hainan power market is fierce because of the reformation in power industry is becoming deeper. China GUODIAN Hainan LEDONG Power Inc., China National Nuclear Corporation CHANGJIANG Nuclear Power Inc., and DATANG Bio-power Inc has settled in Hainan one after another. In such special market, the market strategies that HUANENG HAINAN POWER Co. takes to keep its leading role in the region is an important project for the corporation.Taking the power marketing as a point and combining the real situation of the corporation, this article has comprehensively and systematically analyses the internal and external environment that HUANENG HAINAN POWER Co. is situated in. In terms of HUANENG HAINAN POWER Co. fuel purchase, generating capacity, reliability of generating device, the quality of power and price, the article uses4P marketing theory, cost theory, supply chain theory and electricity price theory as references and puts forward specific marketing strategies that HUANENG HAINAN POWER Co. shall employ to improve its market competence and maintain its leading role in Hainan power market.