Research On Power Marketing Strategy Of SD Power Company Under The New Power Reform

Under the new situation that the reform of the power system continues to deepen,with the acceleration of the reform of the power market,the further liberalization of the market-oriented power supply and the pilot operation of spot trading,the competition in the power market has become increasingly fierce,coupled with the continuous expansion of the power market,the impact of the supply exceeding demand,the west-to-east power transmission,and the commissioning of nuclear power units,the living space of thermal power units has been "double squeezed" by electricity quantity and electricity price,the profits and living space of thermal power units are under serious threat.New changes and new challenges need new development ideas,this has put forward new and higher requirements for power marketing.Power Marketing has gradually become the core industry of power generation enterprises,power Marketing has become the key to the survival and development of power generation enterprises.In the process of changing the electricity market from a seller’s market to a buyer’s market,in order to survive and develop,the electric power enterprises,while strengthening management,improving efficiency and reducing costs,it is necessary to change the concept of power marketing from production-oriented to customer-oriented.Under the guidance of the new concept of power marketing,in order to do a good job in power marketing under the new situation,based on SWOT analysis and 4P theory,the marketing strategy of SD Power Company’s power market is studied.Summarize the theoretical basis of electricity marketing,sort out related concepts such as marketing,power market,and power marketing,and marketing theory tools such as 4P theory and SWOT analysis.Through investigation and analysis of the current marketing situation of SD power generation company’s power market,we found out the problems in SD power generation company’s marketing,introduced the process of my country’s power system reform,and analyzed the competitive advantages of power generation companies under the new power reform,based on SWOT’s new power reform situation SD Power Generation Company’s competitive environment is analyzed,and SD Power Generation Company’s SWOT development strategy is proposed.Combining the above analysis and 4P theory,the research plan of SD power generation company’s power marketing strategy under the new power reform is proposed from the four dimensions of service strategy,pricing strategy,channel strategy and promotion strategy,which can provide reference for SD power generation company’s power marketing.