Study On Marketing Strategy Of Charging Pile Operators Considering The Demand Response

Electric vehicles are generally considered to be the best technological path for the transportation sector in the construction of low-carbon cities.It has transformed the source of automobile power,transformed the dependence on traditional fossil energy into the demand for electricity,and changed the whole process of energy transmission and transfer.As the supporting infrastructure of electric vehicles,charging facilities affect and restrict the application of electric vehicles.China's charging pile industry started late but developed rapidly under the guidance of positive policies.In the process of its rapid development,there are many problems in equipment utilization,interconnection,profit model,price formulation and so on.Combining qualitative analysis with quantitative analysis,this paper puts forward marketing strategies to solve specific problems,which provide theoretical support for the reasonable formulation and adjustment of charging price and have practical significance for promoting the good development of charging pile operators.Firstly,in the case of imperfect pricing model,this paper proposes a time-of-use pricing model based on cost orientation on the basis of previous studies.Based on the win-win situation of operators and consumers,a mathematical model of benefit analysis is established.On the basis of benefit analysis,considering the impact of time-sharing tariff and consumer type,consumers are divided into different types according to different purposes and forms of use.According to different types of consumers,a win-win time-sharing charging price range between operators and consumers is worked out.It enriches the theory of operator charging pricing model and provides data support for pricing strategy.Secondly,sensitivity analysis is made on the factors that may affect charging service fee,and the influence degree of the changes in the price of electricity purchased by operators,utilization rate of charging stations,fuel price and purchase policy of electric vehicles on charging service fee of the model is studied.Sensitivity analysis and sorting are carried out,and relevant charts are made to illustrate the effect.It provides a theoretical basis for reasonable formulation of charging station marketing strategy and government subsidies.Finally,considering the user demand response of charging pile,based on the qualitative analysis of the existing problems of charging pile operators and the conclusion of quantitative analysis of win-win charging price range and sensitivity analysis,targeted marketing strategies are put forward.Marketing strategy has a certain depth and comprehensiveness from the perspective of price,channel?product and promotion 4p.