Study On Marketing Strategy Of Chinese Electricity Selling Companies Under The Background Of New Electric Power System Reform

The release of?Some Opinions on Further Deepening electric power system reform? marked the beginning of new electric power system reform.Subsequently,the National Development and Reform Commission and National Energy Bureau jointly issued six supporting documents of the new round of electric power system reform.The focus and path of the new was put forward as "Three open,one independent and three strengthen".In addition,the cultivation of electricity selling bodies through various channels was encouraged in particular to give the right of choosing electricity selling body to more and more users,thus improving service quality and users' energy level.With the reform of power system,the opening of the electricity selling market will make electricity selling companies as the main body of power supply that determines the vitality of the whole market.At the same time,electricity selling companies are also facing fierce market competition.As the new body in electricity market after the new electric power reform,the electricity selling companies are faced with the bonus or the opportunity of reform as well as the huge challenges caused by the lack of marketing strategy and marketing experience under the market mechanism.Taking the new round of electric power system reform and the opening of electricity selling market as research background,this paper studies electricity selling companies from the perspective of marketing as the new bodies of power market.First of all,based on research about the development status quo of domestic and international power market by way of data investigation,literature analysis and theoretical research,the current marketing situation of Chinese electricity selling companies is analyzed.Through the analysis about process,mode and characteristics of typical foreign power market reform,this paper sums up the challenges that Chinese new round of electric power system reform and electricity selling companies may face.Secondly,according to the different investment bodies,electricity selling companies are divided into 6 categories.We use PEST analysis,Potter five forces model and SWOT for the multi-angle competitive analysis of all kinds of electricity selling companies.Then we summarize the advantages and disadvantages as well as the opportunities and threats that different electricity selling companies face.In addition,this paper proposes the process and method of electricity selling market demand forecast under the background of new electric power system reform.Through the construction of scientific prediction model combined with the actual implementation of the new electric power system reform plan,the quantitative prediction of China's electricity selling market demand in next ten years is achieved.And then we complete the market demand analysis of electricity selling companies,which is of great practical significance.Finally,we propose the new marketing concept that electricity selling companies should hold under the background of new electric power system reform.We use expert scoring to complete the STP strategic analysis of electricity selling companies.And on this basis,both marketing strategies for different market segments and marketing strategy mix of all kinds of electricity selling companies are completed,thus providing a theoretical reference for marketing activities of electricity selling companies.