Research On Service Marketing Strategy Of YG Electricity Sales Company Under The Reform Of Electric Power System

Under the wave of deepening system reform,the monopoly situation of the power industry has been broken,the development towards marketization has accelerated,and the trading mode of electric energy has also changed.As a special commodity for the production,supply,sale and use of electricity,electricity is produced by power plants,transmitted by power grid enterprises,and sold by electricity sales companies as intermediaries to users.In recent years,power grid technology and equipment have changed,and digital information platforms have been widely used,and participants in the entire industry chain can keep abreast of market information and trends.From the rapid growth period of enjoying policy dividends at the beginning of its existence,electricity sales companies have entered the painful period of transformation of survival of the fittest,and the entire market is gradually moving from the "blue ocean" to the "red ocean".Therefore,electricity sales companies have to adjust their service marketing models to adapt to fierce market competition and seek better development.This paper takes YG Electricity Sales Company as the research object,and the research process is fully discussed by literature research,questionnaire survey and in-depth interview.Based on the service marketing theory(7Ps)and marketing strategy theory(STP),the research aims to understand the company’s marketing status,find the problems in service marketing,and propose corresponding optimization strategies.The main contents of this study are as follows:The first part is the research background,significance,and research trends at home and abroad.The second part is the relevant definitions and theoretical basis,which briefly expounds the definitions of electricity market,electricity sales company,as well as theories such as service marketing(7Ps)and marketing strategy(STP),which lays a theoretical basis for this research through the discussion of this chapter.The third part is the overview and marketing environment analysis of YG Power Sales Company,which discusses the macro and micro environment of the company by using PEST analysis method and Porter’s five forces model,and uses SWOT analysis method to form the decision-making basis for the company’s development.The fourth part discusses the current situation and existing problems of YG Electricity Sales Company’s service marketing.Firstly,the company’s organizational structure and business conditions were introduced,and the company’s marketing status was analyzed from two aspects: marketing strategy and service marketing strategy.Then,the questionnaire method and interview method were used to analyze the company’s problems in products,prices,channels,promotions,personnel,processes,and tangible displays;And analyzed the reasons behind the problem.The fifth part is the optimization of YG electricity sales company’s service marketing strategy,which is to propose corresponding solutions to the content of the previous part.The main ones are to strengthen the core electricity sales business,expand the multi-source value-added business,improve the pricing system,do not blindly participate in the price war,build a vertical three-layer sales channel,strengthen cooperation to enhance brand influence,establish a professional service marketing team,establish a lean service process,and realize user interface visualization.The sixth part is the conclusion and outlook,which summarizes and summarizes this article.Through the research,YG Power Sales Company should seize the opportunity brought by the reform of the power system,expand and form a "electricity sales +" business model,take customers as the center and market-oriented,and continuously improve the company’s service marketing level.