Research On Marketing Strategy Of N Power Generation Company

Yunnan Province is one of the first comprehensive pilot provinces of electricity reform in China.Through nearly five years of exploration and practice,by the end of 2018,443 power generation companies had registered for market transactions.Yunnan Province ranks the first in the country in terms of the proportion of market transaction electricity and green energy transaction electricity in the province's electricity consumption.As the market expands,the competition among power generation companies is increasing,the competition field has gradually expanded from the initial single price competition to the comprehensive marketing strategy competition including power generation cost,customer management,business reputation and value-added services.In order to survive and develop in the market,power generation enterprises must put power marketing in a key position.Enterprise marketing strategy has become an important topic worthy of study.This paper takes the marketing strategy of N Power Generation Company as the research object,takes the basic knowledge of marketing and enterprise strategic planning as the theoretical basis,and solves the practical problems of enterprises as the basic thinking.This paper uses PEST method to analyze the macro-marketing environment of N Power Generation Company,and discusses the micro-marketing environment based on the five-force model.Based on 6P marketing theory,this paper analyses the current problems of N Power Generation Company from different angles.Then,according to the market demand and the actual situation of the enterprise itself,it formulates corresponding strategies and safeguards for the existing problems.This paper analyses the problems of unreasonable decision-making mechanism,insufficient professional level,lack of service consciousness and customer management in the marketing strategy of N Power Generation Company,and puts forward some improvement strategies and safeguards,such as optimizing decision-making process,improving professional accomplishment,strengthening customer management,implementing incentive mechanism,and doing well in risk prevention and control.The aim is to help enterprises improve their marketing strategies,enhance their marketing capabilities,improve their profitability and market competitiveness,and achieve long-term and stable development.As a medium-sized state-owned hydropower enterprise,N Power Generation Company has a certain representation in Yunnan Province's power generation enterprises,and the problems of power marketing in the company also have a certain universality.Through the analysis and research of N company's marketing strategy,it has certain reference value for similar power generation enterprises to build marketing system,establish decision-making mechanism and improve customer management level.