Research On Jingning Thermal Power Company's Power Product Marketing Mix Strategy

Inner MongoLia Jingning Thermal Power Co.,Ltd(hereinafter referred to as Jingning Thermal Power)is a coal-fired power plant in Jining District,Wulanchabu City,Inner Mongolia Autonomous Region.Two 350 MW units were put into operation there in April 2016 which belong to Mengxi power grid,coinciding with the downturn of national electricity economy,the pilot power reform of Mengxi power grid,complex coal market and some other multiple dilemmas.The basic theme of the power reform is "Four Decontrol,One Independence and One Strengthening",that is,the commercial price of the electricity should be decontrolled except the power transmission and distribution price,decontrol the new power distribution business,decontrol the electricity sales,decontrol the plan of power generation;realize the trading platforms relatively independence;To strengthen planning.Firstly,make pilot project and try to summarize experience.Then promote the successful experience.From the perspective of the redistribution of interest,it is to reduce the total cost of the former monopolistic power grid interest system through competition.As a pilot unit,Mengxi Power Grid carry out different voltage levels,different users power transmission and distribution prices,which is independent power transmission and distribution price in Provincial power grid and it could be used directly in the electricity trading market,the price calculation is according to the "allowable costs plus reasonable income" principle,also the first time in our country.And it decontrol the two ends,promote the marketization of electricity generation and sales price.In recent years,with the deepening of the power system reform,the power market demand become more diverse,more market-oriented.There is only 20% generated capacity in the power generation plan,the remaining 80% should solved in electricity market by power plant itself though some marketing program.There is no doubt that how to break the routine has already become the key to enterprise operation and existence.This article first analyze the change and development trend of power market after the electric power reform,focus on the power market structure,development and changes of Mengxi Power Grid,the pilot unit for electric power reform.Analyze the advantages,disadvantages,opportunities and challenges of Jingning Thermal Power by means of SWOT analysis,summarized the marketing status and problems of Jingning thermal power products.Segment the power market and find the target customers according to the actual situation of Jingning Thermal Power and Mengxi Power Grid,and the region where the powerconsuming enterprises are located,the level of the power load and the purpose of power consumption.Analyze the consumption behavior of target customers,including power usage characteristics,power cycle characteristics and so on.Put forward the feasible marketing strategy combination to ensure that Jingning Thermal Power seized the opportunity for development in the tide of power reform..