Research On The Marketing Strategy Of Direct Purchase Large Users Of WH Power Co.,LTD.

The main contradiction of our society has been transformed into the contradiction between the people's growing need for better life and the insufficient balance of development.At present,China's economic development has entered a new normal,high energy consumption in GDP has not adapt to the needs of the current social development,push forward the reform of supply side structural,strive to eliminate backward production capacity,make the market to optimize the allocation of resources of the baton has gradually become the theme of China's economic and social development.In the operation of electric power market,the four processes of"transmission,transmission,distribution and sale" still have natural monopoly properties,and the electricity generation and the selling link can realize the market competition.Began in 2002 with "factory network separation" as the goal of power system reform has realized the power generation side competition in the market,the central committee of the communist party of China on March 15,2015 the state council issued the several opinions on further deepening the reform of electric power system,the electric power system reform is the theme of the introduction of competition mechanism of power sales market,power enterprise can be both the production of electric power shall,in accordance with the traditional sales mode for power grid enterprises,and can directly with the power company big customers and sell electricity trading market,big users direct power purchase this new mode of electric power trade officially launched after this round of electric power system reform.Based on WH power generation co.,LTD.,as the research object,through the large users direct power purchase present situation,the marketing environment analysis,find out the major problems existing in the user direct power purchase marketing strategy,and puts forward policy Suggestions in view of the problems and safeguard.In order to make the WH power generation co.,LTD.,as soon as possible to adapt to a new mode of electric power trade,enhance the level of its marketing,this article begins with a March 2015 of the electric power system reform as the background,combined with marketing related theory,using the research method of qualitative research,first of all to WH power generation co.,LTD.,big users direct power purchase marketing present situation analysis:one is marketing product homogeneity,the other is pricing mechanism simplification,three is a traditional and combination of market-oriented marketing channel,four is within the scope of the policy implementation,five is emphasis on relationship marketing promotion strategy,and then puts forward the WH power generation co.,LTD.,in product,price,channel,promotion,the respect such as relationship marketing problems:one is generated by the product features of marketing barriers,the second is price competition does not have advantage,3 is not mature marketing channel management,4 is a promotion,the single and five is relationship marketing ability is weak,not enough use.Put forward questions,further analyzes the WH power generation co.,LTD.,the macro environment and porter five models,the micro environment factors,such as the final combined analysis results illustrate the corresponding marketing strategy and marketing problems and safeguard measures:one is to use value-added services to improve the product strategy;Second,strengthen cost control and optimize pricing strategy;Third,expand marketing channels;Fourth,adopt diversified promotion means;Fifth,actively carry out relationship marketing.The safeguard measures mainly include:first,strengthen the organization leadership and the team building;Second,the protection of people,money and things;Third,enterprise culture construction.The reform of electric power system is a systematic project,which cannot be achieved overnight.Only by improving the policy mechanism in the process of reform can we guarantee the sustainable and healthy development of China's electricity market.This article through to WH power generation co.,LTD.,marketing,marketing environment,marketing strategy analysis,probably certain reference function to the government departments,have some reference for thermal power enterprises,at the same time has a promoting effect on promoting electric power system reform process.