| With the in-depth implementation of the power system reform,the competition scheme has been introduced into the market of sales side.As 7,188 electricity retailing companies have been set up over the past less than three years,the competition model of electricity retailing has come into being,shifting the electricity market from a seller’s market to a buyer’s one.Both the for-profit model and the internal and external environment of the county-level electricity supply enterpriseshave undergone profound changes.These enterprises are not only facing the market-oriented competition in the electricity sales market as well as the incremental distribution of the grid,but also risking the loss of quality customers and professionals.Therefore,there are several key questions to be answered by the county-level electricity supply companies:How to adapt to the fierce market competition as soon as possible?How to improve the quality of service so as to enhance the capacity to retain and keep close relationships with customers,especially with the VIPs?How to ensure a stable growth of the revenue?This thesis firstlysummarizes the changes took place in the domestic and international electricity sales market and the correspondingcoping strategies.In this part,the thesis comes to a case study,taking the Qingyun County Electricity Supply Company as the research object.In this particular case,this thesis explores the status quo and the historical reasons for the existing problems of county-level electricity supply companies based on the analysis of six factors:the intelligence level of distribution network,the quality of electricity supply at the local level,the staffing of local personnel,the synergy of departments with comprehensive energy service and customers’ feedback.Secondly,the thesis has an in-depth research on the macro environment and market environment according to the transaction data of the electricity retailing companies established in Shandong Province.And then,such techniques as Porter’s "Five-Force Model" and SWOT Analysis were used to evaluate the competitiveness,advantages and disadvantages of Qingyun Compnay and to figure out the challenges and opportunities Qingyun has faced up to.On such basis,the thesis Adops the SWOT strategy as the guideline formarketing strategy,in line with which the thesis tailors marketing strategies for Qingyun Company,covering following six aspects:product quality,channel construction,good service,personalized electricity price-setting plan,and the two alternativeelectricity retailing companies with equity participation.In particular,the regression data analysis method is used to analyze and forecast the power demands of VIP customers,and the strategy to improve the reliance VIP customers is put forward.Finally,thethesis proposes a electricity supply service system with the framework of "one center,two main lines,three major synergies,four integrations and five pillars".Moreover,the thesis puts forwards with such supporting measures as organization,human resources,management system and grid construction from the perspective of building a manager team for major client service,setting up a command center of electricity supply service,and forming an operation monitoring working group.The ultimate goal is to continuously optimize the electricity supply service system,improve the business environment,enhance the level of accessing electricity,and provide high-quality electricity and service to the wide-ranging customers by achieving the shift from the model of single electricity supply service to the provision of integrated energy.The thesis carries out an analysis and study on the outside internal and exteral environment and current situation of customer marketing strategy of Qingyunpower supply Company after power system reform on sales side,put forward the marketing strategy and supporting measures aimed at the market competition,which can serve as a reference for county-level power enterprises when they are involved in the market competition. |
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