Research On Optimization Of Marketing Strategies For General Industrial And Commercial Electricity Customer Service Of State Grid Company B

As the reform of the electric power system in China enters the most difficult stage in an all-round way,both of the strong push for supply-side structural reform from the national level and the expectation for better,higher and more superior power services from the customer side force power supply enterprises to re-examine their own shortcomings and deficiencies in service.In particular,it is found in practice that a general industrial and commercial power customer group with neither the highest share in the power supply market nor the highest profit contribution rate is the core part that determines the operating results of enterprises.Market research and service data show that there are still some problems in services provided by power supply enterprises for general industrial and commercial electricity customers,such as poor power supply quality,high price,low service efficiency and single service means.How to stand in the customers’ shoes to study and improve service strategies,to increase the satisfaction of general commercial and industrial electricity customers with electricity products,and to gain an advantage in the ever-complex and changing market competition is a major issue that State Grid Corporation B must consider in the future.In this paper,for State Grid Corporation B’s service marketing for the general commercial and industrial electricity customers,firstly,with the help of theories related to electricity service marketing,the macro environment faced by State Grid Corporation B is analyzed using the politics economy society technology(PEST)analytical method in view of relevant survey data and management information,and the industry environment is profiled against the Michael Porter’s "Five Key Points Model".This paper briefly expounds the micro environment and makes an in-depth study on the current management situation of State Grid B Corporation’s service marketing for the general industrial and commercial electricity customers to deeply identify the problems and shortcomings and find out the root causes of these problems.Finally,targeted optimization measures are proposed according to the 7Ps theory of service marketing.In addition,starting from strengthening of team management,internal marketing is deepened to ensure that the service concept,service system and service standards can be finally implemented in the service marketing of general commercial and industrial electricity customers.Meanwhile,in the historical background of deepening reform of the electric power system,recommendations are made,by means of the superiority weakness opportunity threats(SWOT)analytical method,on the changes in service marketing strategies that should be made in the new situations and circumstances faced by the corporation.In the last,specific measures to ensure the optimization strategy of service marketing are formulated based on the management practice and development tendency.By taking the general industrial and commercial electricity customers of State Grid Corporation B as the object of study,this paper provides an in-depth analysis of service issues around the general commercial and industrial electricity customer group,and also makes a study on the current marketing strategies and their shortcomings.By optimizing and perfecting 7 service marketing strategies,such as product,price,promotion,place,people,physical evidence and process,the practical problems of State Grid Corporation B in service marketing for general industrial and commercial electricity customers are completely solved,such that the customer satisfaction and loyalty are effectively improved,the market foundation is consolidated and the market potential is explored,helping State Grid Corporation B to further improve its market competitiveness and to gain a unique competitive advantage in the fierce market competition in the future.Therefore,State Grid Corporation B is able to seize opportunities and build on its strength in the context of future power electric power reform so as to constantly improve the corporate efficiency and build a good corporate image.This paper provides a theoretical guidance for the long-term development of enterprises,proposes directions for improvement,and thus is of great theoretical and practical significance.