Research On The Marketing Strategy Of Datang Shanxi Power Generation Company

With China’s new round of power system reform,the government will gradually release the electricity sales market,power generation enterprises can directly sell electricity to consumers.In this context,the power generation enterprises in the government led power generation plan will become more and more weak,in the past,this function is the most critical factor for the survival of power generation enterprises.In the new market environment,Datang Shaanxi power generation company should take what kind of marketing strategy,how to maintain the leading position of the company in the region,which is an important topic worthy of study.Under the guidance of marketing theory,this paper studies the marketing strategy of Datang Shaanxi power generation company by using literature research method and normative research method.This paper analyzes the marketing environment of Datang Shaanxi power generation company,the current marketing strategy and the existing problems in marketing.This paper improves the marketing strategy of Datang Shaanxi power generation company,and puts forward the safeguard measures for the implementation of the strategy.Research conclusion of this paper include: datang shaanxi power generation companies is the main problems existing in the current market marketing product development relatively lag,sales channels to develop slowly and promotion idea relatively backward;The cause of these problems lies in the influence of macro-control and reform policies,the contradiction between the supply and demand of power supply is prominent,the competition in the power supply market is very fierce and the staff quality is deficient.Comprehensive consideration of datang shaanxi electricity company’s macro environment,micro environment and internal environment,at present,datang shaanxi power generation company should focus on the second industry market,big users direct purchasing electricity market and the market of shaanxi target market;In terms of products,different customers develop different kinds of electric power products with different characteristics,enrich the product structure level and meet personalized needs;In terms of price,in the new electric environment,according to the adjustment of industrial policy,plan and study and implement the ladder pricing strategy.While meeting the profit target of the company,the electric power demand of innovation and entrepreneurship industry should be promoted in a preferential price.In terms of channels,change the present only exclusive deals with power grid sales model,on the basis of comprehensive study,to carry out the direct selling,on a commission basis and other sales channels development and construction,to break the existing constraints.In terms of promotion,we will set up a professional team,improve the incentive mechanism,develop customers in a multi-direction market,actively expand and maintain customer network,and quickly seize the opportunity to change policy.Datang shaanxi power generation companies need to improve internal management level,continuously improve the level of safety in production work,earnestly implement social responsibility of environmental protection,improve staff quality and ability,accelerate the construction of innovative companies,perfecting the internal control system.This research can improve the level of marketing management of company,is conducive to better adapt to the impact of the reform,will help the company survive in the fierce market competition and development,conducive to the completion of development tasks and goals.At the same time,it has certain reference significance to other enterprises’ marketing activities in the power generation industry.