Study On Optimizing Power Marketing Strategy Of Huanghe Company Under The Background Of Electric Power System Reform

The electric power industry is closely related to the public production and life,and has been strictly controlled by the government for a long time.In 2015,Our country began a new round of electric power system reform.One of the main contents of the reform is to break the previous monopoly mode,introduce the market competition mechanism of power generation enterprises,increase the proportion of market-oriented electricity transactions,and then improve the optimal allocation of power resources,so as to achieve the healthy development of the electric power market.As the market leader of power generation enterprise in Qinghai Province,the Huanghe Company must adapt to the needs of reform and the changes of the electricity market as soon as possible,develop advantages and avoid weaknesses,work out marketing strategies conducive to its own development,improve its marketing ability and market competitiveness,and win advantage in the fierce market competition.Having of electric power system reform as the background,based on the theory of marketing and knowledge of electric power marketing,this artical analysed the current marketing situation,analyzing exist problems and reasons of marketing strategy of Huanghe Company.In addition,the paper analyzed the macro-marketing and micro-marketing environment of Huanghe Company,dissected the opportunities and threats,strengths and weaknesses faced by Huanghe Company in it’s development process,studied the target market selection and market positioning of Huanghe Power Company.In view of the problems raised before,the optimization suggestions of power marketing strategy are mainly formulated,including brand strategy,product strategy,price strategy,channel strategy and promotion strategy.In order to ensure the effective implementation of marketing strategy optimization suggestions,the following measures are put forward from the aspects of human resources,public relations,incentive mechanism and policy sensitivity.The research results of this paper have guiding significance for the marketing of Huanghe Company,and have reference value for the enterprises in the same industrial firms.