Research On Power Marketing Strategy Of Sichuan X Energy Company

Electricity is a basic social industry that concerns the national economy and people’s livelihood,and it is a necessary guarantee for the stable operation of society and the healthy development of economy.In 2015,a new series of documents on deepening electric power reform were issued,focusing on the opening and selling side.The purpose of this round of electricity reform is to determine generation price and sale price through market competition,form a complete transmission mechanism of electricity price,let electricity price reflect the scarcity of resources and the relationship between market supply and demand,and fundamentally restore the role of price mechanism in the electricity market.The marketization of electricity sales side means new benefits and opportunities.Under this background,various kinds of electricity sales companies have been established,among which Sichuan X Energy Company is one.Faced with the development and changes of the new market situation,X company’s existing development model is not enough to support its competitive advantage.A single business model and backward marketing concept make the company encounter bottlenecks in its development.Therefore,it is a necessary and urgent work for the company to actively study the more open electricity market in the new market environment.Based on the current situation and problems of X Company,this paper uses PEST model to analyze the external macro environment of X Company,including its favorable political and economic environment,on the basis of marketing theory and environmental analysis model.Then,the external micro-environment of X company is analyzed,including the analysis of competitors and consumers.Based on SWOT model,the strategic conclusion is drawn that X company,as a window-type power selling company in power plant,has the advantages of electric power background,resources and good social public relations,as well as the disadvantages of insufficient experience in marketing ability and poor performance.It is pointed out that X company has good regional economic development and power selling policy.Favorable external environment opportunities,such as the large increase of electricity consumption in all provinces and the whole society,as well as external environmental threats such as the limited growth of traditional large industrial users and the delisting system of power selling companies.The power market is divided into six sub-markets by STP marketing,and three types of target markets are selected,i.e.large consumers of industrial and commercial power with stable power consumption,general users of industrial and commercial power and users of discrete manufacturing industrial parks,for precise market positioning.Finally,this paper combs and integrates the above analysis and combs with 4Ps theory,and puts forward marketing strategies suitable for X Company from the whole to the concrete,from the main to the secondary,in terms of product strategy,price strategy,channel strategy,relationship marketing strategy,deviation electricity assessment strategy and professional electric sales personnel training,etc.To provide X company with market direction and an effective development plan for facing new challenges in the market,to solve the company’s current development problems and break the bottleneck of development.