Study On The Marketing Strategy Of Lanzhou New Area Power Distribution Co.,Ltd.

With the release of the national "Several Opinions on Further Deepening the Reform of the Electric Power System"(Zhongfa(2015)No.9)in 2015,it has laid an important theoretical and practical significance for a new round of electric power system reform in China.The development of new power distribution companies in China has laid a solid foundation,making the competition between existing distribution network companies and distribution power companies more intense,resulting in a diversified power marketing service model.Distribution power companies can choose their own trading methods and trading prices to directly participate in power market transactions,expand substations,power dedicated lines,line relocation and construction and other businesses.Effectively restrain the monopoly of the State grid enterprise,establish an efficient and reasonable competition mechanism and competition structure,so that the main body of competition in the power market gradually increase.Therefore,the efficiency of the new power transformation to restore the commodity attributes of electricity is gradually enhanced,and the distribution of electricity enterprises can directly provide power products and services for the large users of electricity,promote the optimization of the structure of the power market,and promote the fair,open and fair participation of the distribution of electricity enterprises in the power market competition.This paper takes Lanzhou New Area Distribution Power Co.,Ltd.as a case,with new power as the background,starts with theories related to power marketing and research status at home and abroad,uses PEST analysis method,SWOT analysis method and questionnaire survey method on the basis of marketing theory,power marketing strategy theory and 4p marketing theory.This paper analyzes its marketing environment,summarizes its main marketing problems,and makes a quantitative analysis of the company’s customers’ demands in terms of product service,price,channel and publicity.Through the analysis,it can be seen that due to the short registration time of the company,the current marketing work still has problems such as relatively single product service and channel,imperfect price strategy,lack of market competition consciousness and insufficient safeguard measures.In order to solve the above problems,this paper optimizes the 4 Ps marketing mix strategy and strengthens the marketing guarantee strategy.Through the research of this paper,a comprehensive analysis of the marketing situation of Lanzhou New District Distribution Power Co.,Ltd.can make the company realize the problem of marketing strategy,and the optimization suggestions also provide the basis for the company’s marketing strategy optimization.It can help the company establish a completely market-oriented marketing model and system mechanism,actively seize the power supply initiative,improve the marketing level and market core competitiveness,so that users can enjoy more efficient and high-quality power products and services,use its advantages,opportunities and other favorable conditions to play the butterfly effect,avoid disadvantages,threats and other adverse factors to reduce the barrel benefit.It is of great research significance to promote the healthy and sustainable development of the company in the tide of new electricity reform.