Research On Marketing Strategy Of Q Power Supply Company Under The Background Of "Power Reform"

The power industry has been in a state of natural monopoly for a long time owing to some historical reasons and its distinctiveness in the industry.As a result,power supply companies attach less importance to marketing strategy and some related exploration started relatively late.With the deeply reforming of new electric power system,the conventional power market patten is broken.In addition to competing with other energy companies,power supply companies also need to compete with the newly established power selling companies and power stations and the competition in the power market is becoming more intense.Thus,the traditional marketing model and strategy of power supply companies inevitably cannot adapt to the new power market after a new electric power reform.Thus,under the background of “electric power reform”,power supply companies are obliged to adapt to the change of market environment so as to optimize and improve the marketing strategy.Taking Q power supply company as the object of the study,this article firstly analyzes the operation of Q power supply company in recent years by the quantitative research on the data of social power consumption,sub industry electricity and key industry electricity in Q area.This article analyzes the macro environment of Q company by adopting PEST analysis to study the political environment,economic environment,social environment and technical environment.The industry environment of Q company is also analyzed from three aspects of market demand,competition environment and resource environment.Among these analyses,the power market demand predicts the power consumption scale in the next few years by using quantitative analysis with industrial methods and mathematical methods so as to analyze the development trend of the future power market.This article analyzes the strengths,weaknesses,opportunities and threats of Q company by SWOT analysis.By STP strategy,the market segmentation of power market is carried out,which is mainly divided into large industrial users,general industrial and commercial users and residential users.Meanwhile,the key target users and market positioning of Q company are determined and the strategic basis and direction for the optimization of marketing strategy are provided.Then by making use of the marketing strategy of "4Ps + service" in power marketing,the differentiated marketing strategic combination aiming at the characteristics of the above three types of user is developed.Therefore,the product strategy,price strategy,channel strategy,promotion strategy and service strategy of Q company have been reasonably optimized.