Research On Power Marketing Strategy Improvement Of W Power Generation Company Under The Background Of Electric Power System Reform

Electricity is the world's economic and social development of the fundamental energy,related to agriculture,industry and Commerce and residents,such as the needs of thousands of electricity users.The structure of electric power industry in our country is very complex,and the development of the power industry is very close and slow,for a long time,the government has carried out the strict monopoly management.In 2002 the national electric power system reform to achieve the "factory net departure,separation,power generation companies are only responsible for the production of electricity,marketing mode is single,the core business is how the government related departments to give more power plan.With the development of economy and society,change of power supply and demand situation,in 2015,China began a new round of power system reform,the sale of electricity market gradually liberalized,power generation enterprises can also be sold directly to electric power users.Under this background,the key factors of power generation enterprise survival--led by the government of power generation planning this function,will become increasingly weakened,the market share of electricity will be increasingly high,the sale of electricity market competition will become intense.In order to make the W power company as soon as possible to adapt to the reform and change of power market demand,improve marketing ability and market competition ability,win the initiative,in the fierce competition in the market accounted for the initiative,based on power marketing theory,mainly using the literature research method,qualitative analysis method and inductive method,as a new beginning in 2015 a round of power system reform as the background,in-depth analysis of the current implementation of power marketing strategy W power company's problems and shortcomings,and how to improve and enhance the power marketing strategy put forward opinions and suggestions.Power generation enterprise marketing business from the past only to sell power to a single enterprise,gradually can sell directly to the power users diversified,power generation enterprises directly facing the power user,broke the past only by the sale of electricity grid enterprises to various types of users such a dominant mode.This requires that the power generation enterprises must from the past "heavy production,light marketing" in the production and management of the jump out,go out.This paper is a study in the process of transformation,should actively change the marketing strategies and methods of the past,in order to conform to the trend of the reform of electric power sales,strive for more market share in the increasingly fierce competition in the market.In the past,most of the research on the power marketing strategy is how to fight for the power generation plan,or how to reduce the cost and improve the efficiency.In the analysis process,combined with our province electric power system reform as well as the progress of direct trading of power work carried out,mainly uses the PEST macro environment analysis of W power generation company to analyze,from the power marketing division,the market demand of electricity market,the main competitors and other aspects of the analysis to the micro environment;using SWOT the analysis of enterprises "advantages and disadvantages,opportunities and weaknesses";according to the 6 factors of 6P marketing theory,from the 6 aspects of product,price,channel,promotion,public relations,policy ",a detailed analysis of the W power generation company marketing situation exist in the problems and reasons in view of the existing problems,and the problems of the 6 aspects,put forward the optimization of power products,develop a flexible pricing mechanism,the formation of multi difference Marketing channels,give full play to the promotion means,optimize the relationship between the public environment,make full use of the power system reform policy recommendations.Finally,it puts forward several safeguard measures of how to implement the power marketing strategy:strengthening organizational leadership and team building,establish customer management system,strengthen exchanges and cooperation,the establishment of horizontal customer marketing strategy security supervision mechanism etc..The current round of power system reform is still in the stage of exploration,the policy will have a certain variable,will have a certain impact on the power generation enterprise marketing strategy.Analysis of existing problems,through the analyzing of the W power generation enterprise marketing environment,for other thermal power enterprises to improve the reference to the power marketing strategy;for the government to develop a more scientific and reasonable of the sale of electricity market liberalization policy,played a certain role in reality;how to further deepen the reform of electric power system and promote the power industry to break the monopoly,has a certain reference value,it has important practical significance for the establishment of a more mature,healthy and sustainable development of the electric power market.