Research On Improvement Of Power Marketing Strategy Of XX New Energy Company

Electric power is a national basic industry,which has an industrial chain composed of four links: generation,transmission,distribution and sales.At present,after a period of reform and development,China's power industry has shown a new trend: each link in the industrial chain is relatively independent,the power generation and sale links are fully open and competitive,the price of power generation and sale is determined through market competition,and the mechanism and system of the provincial power market are constantly improved.In this context,new energy power generation enterprises to obtain more benefits as the goal,how to take scientific marketing means in the current market,has become an unavoidable problem.firstly,this paper take a research to the domestic and foreign power market,focusing on the analysis of different forms of power market in the typical power enterprises.Then on this basis,as the research object,XX new energy company and its market competition is judged combining with the industry competition analysis tool;with the help of STP theory,the market is analyzed,the target customer group is determined,and the different corporate image in different markets is discussed;in-depth Enterprise Investigation and research are carried out to analyze the existing problems;with the SWOT tool,the best development strategy of the company is made,and put forward the improvement requirements and corresponding guarantee measures of the company's marketing strategy by using the combination theory of marketing factors.Through discussion and research,this paper puts forward the optimization and improvement content of XX new energy company in six aspects of product,price,channel,promotion,customer analysis and relationship management,and summarizes the improvement model of power marketing based on product,price,channel and promotion,centering on customer demand and relationship marketing.Through the above improvements,we can help XX new energy company to deal with the market scientifically,take scientific measures,and achieve better results in the marketing work.