Analysis And Research On Power Marketing Strategy Of Power Grid Companies Under The New Power Reform Environment

Since the 20 th century,the development of human society and economy has increasingly relied on electric energy,and the demand for electric energy in agriculture,industry,commerce,transportation,and residents’ lives has been increasing.The power industry is a basic industry related to the national economy and people’s livelihood,and it restricts the lifeline of the national economy.Since the founding of the People’s Republic of China,my country’s power industry has grown from scratch,from simple to complex,and has undergone leapfrog development in a long-term way of operating under a government monopoly.In 2002,my country carried out a round of market-oriented power reforms,adopted the“separation of power plants and power grids,separation of main and auxiliary”models,and formed five state-owned power generation enterprises on the power generation side as the main,private and foreign capital as the auxiliary,and power transmission and distribution.In the basic structure of the two state-owned power grid companies,power generation companies are only responsible for electric energy production,and power grid companies are responsible for power transmission,transformation,distribution,and power sales.In 2015,the release of "Circular 9" opened a new round of power reform.In order to restore the commodity attributes of power products,the power reform has gradually and orderly liberalized with the concept of “seizing the middle and letting go of the two ends”.electricity sales market.With the gradual deepening of the new round of power reform,power grid companies are facing an unprecedented severe situation.In response to the increasingly complex external environment and market competition,grasp the operating conditions of power grid companies,discover their own shortcomings in time,and propose targeted and effective power marketing strategies to deal with the complex external competitive environment,improve the market competitiveness of power grid companies,and promote power grids The orderly,healthy and rapid development of enterprises is of great significance.This thesis takes the Shaoguan City Power Supply Bureau of Guangdong Power Grid Corporation as an example,and adpots the new round of power reforms that began in 2015 as the background.It uses marketing theory,PEST macro-environment analysis model,and Porter’s five forces analysis model to analyze the Shaoguan City District of Guangdong Power Grid Corporation.The power market environment and power marketing strategy of the power supply bureau are analyzed,combined with the current marketing situation and existing problems of the power supply bureau in Shaoguan urban area,the market segmentation,establishment and positioning of the power market in Shaoguan urban area are carried out according to the STP theory,and4 Ps and comprehensive are proposed.Marketing strategies such as energy services.Finally,it needs strengthening the construction of the marketing team,accelerating the construction of a modern power supply service system,continuously improving the quality of power grid development,making every effort to improve quality and efficiency and steady growth,and implementing comprehensive energy service measures,and put forward practical suggestions for maintaining and improving the core competitiveness of the company.Feasible power marketing plans and implementation suggestions are for reference and a case study is carried out for the Shaoguan City Power Supply Bureau of Guangdong Power Grid Company.