Research On Marketing Strategy Optimization Of SCGA Power Generation Co., Ltd

With the rapid development of China's economy and the deepening of power market reforms,the traditional model of "only production but not sales" of power generation companies has gradually become history,and marketing capabilities have become an important indicator of core competitiveness of power generation enterprises.Especially in 2015,the State Council's "Several Opinions on Further Deepening the Reform of the Electric Power System"(Zhongfa [2015] No.9)and a series of supporting reform documents have accelerated the pace of the reform of the electric power system.The reform of the electricity sales side has brought opportunities for power generation enterprises,but also faces new market competition.As a 24-year-old state-owned enterprise,SCGA Power Generation Co.,Ltd.must make adjustments and actively conduct marketing strategy research under the new round of market mechanisms.This article first analyzes the current operating status,organizational structure,and marketing status of SCGA Power Generation Co.,Ltd.,and through questionnaires,it is concluded that GA power plants mainly have single pricing methods,low product output,fewer marketing channels,and weak promotion efforts.And other management issues;second,the company 's strengths and weaknesses,opportunities,and threats are derived from the macro environment,micro environment,and SWOT analysis of the GA power plant;and third,the target market and positioning of the GA power plant are determined through STP analysis.Based on this,the 4P marketing strategy is used to analyze the marketing strategy choices of GA power plants.Since the power market is in the initial stage of marketing,researching and solving GA power plant marketing issues can not only improve the marketing capabilities of GA power plants,improve the company's operating conditions,but also provide some reference for other power plants in the Sichuan region.