Research On The Marketing Strategy Of Electric Energy Products For Power Generation Enterprises

Nowadays,the Central Committee of the Communist Party of China and the State Council have issued documents related to the reform of the electric power system,such as Some Opinions on Further Deepening the Reform of the Electric Power System,which has led to the deepening of the reform of the electric power market in China.For power generation enterprises,the whole industry has changed from national planning management to open market competition,and power generation enterprises have changed from generating electricity only to selling as a whole.Under this background,the marketing strategy,enterprise development planning,business ideas of power generation enterprises will undergo tremendous changes.Under the new power market situation,in order to improve their core competitiveness,many domestic power generation enterprises have begun to study marketing strategies to adapt to their own development.Based on the relevant theories of power marketing,this paper studies the marketing situation of GD Yunnan Branch,and analyses the political,economic,social and industry development environment of the case company.On the whole,the political environment is relatively stable,but the deepening of the reform of power system has a greater impact on the economy of GD Yunnan Branch.The environment remains stable,but the policy-based economic stimulus has a significant impact on the demand and supply of the power market in Yunnan Province where the case company is located;the social environment is relatively stable and the demand for electricity is increasing gradually,but the supply of electricity is still greater than the demand,and there are some hidden dangers of power security;the industry has a good development environment,the reform is deepening,the market is gradually liberalized,and science and technology is created.New in-depth application has created greater development opportunities for GD Yunnan Branch.In view of the particularity of electric power products and the indifference of electricpower products,this paper defines 7Ps theory as the core theory of the paper,discusses it from the perspective of 7P theory,and clarifies that the focus of electric power marketing should be service marketing.By using the methods of interview and SWOT analysis,this paper studies the current situation and self-situation of marketing work of GD Yunnan Branch,which has the advantages of enterprise resources,human resources,price and service management,and has the disadvantages of insufficient attention to the long-term planning of marketing work,lack of talents and lack of innovation,etc.Development opportunities such as holding and changing trading rules are facing threats such as changes in the current competition pattern of the power market and the risk of brain drain.At the same time,the author thinks that there are eight problems in the case company: the marketing concept needs to be further strengthened,the price strategy needs to be further clarified,the marketing channel needs to be further expanded,the promotion scheme needs to be further improved,the personnel quality needs to be further improved,the physical display needs to be further strengthened,the service process needs to be further unified,and the long-term strategy needs to be further planned.Through analysis and research,the paper puts forward the working objectives and ideas of marketing of GD Yunnan Branch,puts forward the strategies of expanding product functions and providing more value-added services,optimizes product pricing strategies,determines target market,formulates different pricing strategies,pricing schemes and incentive schemes according to customer types,enriches pricing modes,and expands the strategy of power sales channels.On the basis of mature sales,explore intermediary mode;construct sales promotion mode strategy,use website,Wechat public number,sales service platform,mobile phone APP to provide services for users,timely adjust sales promotion management mode according to market demand and relevant norms,strengthen publicity,enhance the company’s service image;deepen the strengthening of humanistic strategy,customer-oriented,staff-oriented;Visible display strategy,focusing on improving product service mix,making intangibleservice visible,so that customers can fully perceive the existence of services;strengthening process control strategy,paying attention to detail control and service,paying attention to user relationship and user value,establishing service feedback mechanism,building and long-term cooperative relationship with users;cultivating customer reputation strategy,integrating and building enterprise brand,centralized.Resources to enhance the company’s brand image and other eight aspects of marketing strategies,so as to improve the case company’s marketing capabilities.