Research On Electric Sales Business Marketing Strategies Of Shaoxing Power Supply Company Under The Electric Power Reform

With the continuous development of China's economic and social development and the deepening of the reform of the power system,the traditional mode of "selling on behalf of the enterprise" has not been able to meet the needs of the society and the country's deepening reform.How to adapt to the adjustment of national policies and market changes of power supply enterprises is a great challenge to power supply enterprises.In this paper,Shaoxing power supply company as an example,the use of electricity marketing as the research object,based on the relevant theory of marketing,the use of scientific and effective analysis tools to explore the marketing strategy of Shaoxing power supply company.In order to effectively carry out the research,the author analyzes the countries and areas of Zhejiang Province as well as the domestic and foreign policy adjustment on the electricity market reform,through many years of accumulated experience,careful analysis of the particularity of electric power marketing.After observing the current situation and problems of enterprise management,the author makes an in-depth analysis of the internal and external environment of the enterprise.The PEST method is used to analyze the external environment of the enterprise,and the ability to analyze it from policy,economy,society and technology is analyzed.Internal environment analysis using the SWOT analysis method,from the strengths,weaknesses,opportunities,threats to the four aspects of the company's internal marketing environment for an objective and comprehensive analysis.After the analysis of these two tools,the company found its own business problems,clear the objectives of the strategy of Shaoxing power supply company,accurately found its own market segments and greater profit margins.These new findings are very necessary for the enterprise management,social demand and new marketing strategy under the new policy environment.Based on the detailed analysis of the characteristics of Shaoxing power supply company's electricity market,the market segmentation and target market positioning of the region are developed,and the accurate marketing strategy is developed.Find the enterprise in the national policy adjustment,enterprises must find new target market and market positioning.According to the market situation and characteristics of the enterprises,the enterprise is still based on the traditional marketing strategy of "4P" theory,the effective arrangement,including product strategy,price strategy,service strategy,marketing strategy,market development strategy,and puts forward concrete suggestions on how to carry out security cooperation,so as to optimize the power marketing system of Shaoxing power supply company,to achieve the company the sustained and healthy development.Through the study of this paper,the author found that although there are new competitors,but if the Shaoxing electric power can play for many years to accumulate the advantages of the new competition and challenge.If the construction is based on reducing the price of electricity,improve the efficiency of electricity consumption,promote clean energy consumption to meet the requirements of the national electricity market reform,improve the scientific management level of enterprises,it will achieve long-term development of enterprises.After a thorough study on the research results of this paper,not only has the guiding significance for the marketing of Shaoxing power supply company,open power supply market for Zhejiang and other provinces and cities plan to provide reference,has a strong practical significance and application value.