Research On Marketing Strategies Of XZ Thermal Power Plant Under The New Electricity Reform Situation

As the most important basic industry in the development of national economy,electric power develops rapidly under the background of reform and opening up.In order to meet the electricity demand in different stages of development,the state has implemented the electric power system reform in different stages.In 2015,the state issued several opinions on further deepening the reform of the electric power system and launched a new round of electric power system reform.Based on this,in the face of the new situation of weak domestic economic growth,oversupply and intensified market competition,how to change the operation mode,innovative the marketing strategies,seize the new development opportunities,and create their own higher economic benefits and social value has become an urgent problem for XZ thermal power plants.In view of the marketing strategy of XZ thermal power plant under the new electricity reform situation,this paper mainly uses the methods of macroscopic,microcosmic environment and qualitative analysis,etc.This paper analyzes in detail the internal and external market environment of XZ thermal power plant,it is distinct marketing status that the operation form of XZ thermal power plant is severe,Lack of marketing awareness and imperfect marketing system,etc.It is proposed that XZ thermal power plant should establish and improve new marketing system,innovative business model,provide value-added and differentiated services,reduce costs,increase customer stickiness,implement growth marketing strategies and bring new profit growth points to enterprises under the situation of new electricity reform.According to the marketing strategy,I collected company data,network related literature and interview and training records.Based on the grounded theory,this paper conceptualizes and classifies the marketing strategy of XZ thermal power plant,the theoretical saturation test was carried out with the reserved data,three main problems in marketing strategies of XZ thermal power plant are extracted,i.e.marketing price,customer service and marketing channel.In view of three main problems in marketing strategy of XZ thermal power plant,this paper puts forward bidding strategies,customer service strategies and innovation channels strategies.The bidding strategies are mainly to adopt different bidding strategies according to different trading methods.The customer service strategies are mainly to adopt the strategies of changing concepts,differentiated services,improving user stickiness and improving service ability,establish good communication channels with customers and accurately understand customer needs,do a good job in market cultivation and expanding the added value of power products.The innovation channels strategies are based on oriented toward the markets,put forward seven innovative channel strategies.Finally,this paper formulates safeguard measures in four aspects: marketing talent training,intelligent marketing system construction,intelligent power plant construction,and establish excellent operation system,so as to improve the core competitiveness of XZ thermal power plant,broaden market share and realize the sustainable development of enterprises.