Research On Electric Power Marketing Strategy Of XN Electricity Retail Company

Published in 2015,a new round of electric power system reform and a number of supporting documents under the guide of Chinese electric power system reform has experienced rapid growth,governments everywhere to follow change rule of market development,promote energy structure transformation,and continuous optimization of electric power market policy.In October 2021,the National Development and Reform Commission issued a document to further promote all industrial and commercial users to enter the electricity market.The cancellation of access restrictions triggered a new boom in electricity retail.In order to seize the opportunity,all kinds of electricity retail companies will compete more fiercely.XN Electricity Retail Company,the research object of this paper,mainly carries out electricity retail business,that is,the mode of wholesale electricity from power plants and selling it to customers to earn electricity retail service fees.As a subsidiary of a power generation group,the low power cost advantage allows the company to win a position in the Sichuan Province electricity retail market.Now the external environment is changing,and the increasingly fierce competitive pressure forces XN Electricity Retail Company to examine the current problems in advance.This study is based on marketing 4Ps theory,with specific methods including literature research,personal in-depth interview and questionnaire survey,and analysis tools including PEST model and Porter’s Five Forces model.This paper analyzes the external marketing environment of XN Electricity Retail Company and finds that company still has many opportunities in the market,for example,there is still a large space for the growth of market-oriented electricity power and the demand for electricity in Sichuan Province will continue to rise.Also face many threats,such as electricity retail business profits will reduce gradually,the users of small micro difficulties deterioration in market development.At the same time,it also expounds the marketing strategy,marketing personnel and structure of XN Electricity Retail Company,shows the changes of marketing performance over the years,and analyzes the main problems that the company is currently facing with a single source of business income and a lack of control over retail channels.Then carry out empirical research on internal marketing personnel and external customers of XN Electricity Retail Company,shows and analyzes the process and results of in-depth interview and questionnaire survey,It is found that the reason for these two problems in XN Electricity Retail Company is that the existing strategy cannot adapt to the changes of external environment and customer demand,specifically including: Lack of mining to customer’s requirement,agent management mechanism is imperfect,the current channel not to adapt to changes in market demand,lack of information transmission capacity,lack of human resources.Therefore,it is necessary to optimize the existing power marketing strategy of XN Electricity Retail Company.Based on the analysis of the foregoing,makes use of the 4Ps marketing theory and puts forward optimization suggestions for the electric power marketing strategy of XN Electricity Retail Company from the four dimensions of Product,Price,Place and Promotion.The main marketing strategy optimization Suggestions include: Optimization of basic electricity service quality,in view of the individual needs to provide more valueadded services category;For electricity price volatility and price sensitivity of different customers,provide differentiated pricing to increase customer viscous value-added services for the purpose of design pricing plan;The reason according to the analysis of enterprise channel problems,agent management mechanism optimization and new channel development plan;Through the establishment of brand image,to carry out propagation work on the online and based on the data analysis results to promote the sale of electrical products and value-added services.