Study On Marketing Strategy Optimization Of Ningxia L Thermal Power Enterprises

In recent years,due to the sustained high-speed growth of power installed capacity and the growth of social electricity consumption tend to ease,the competition in the power generation industry has been intensifying,and the establishment of the "double carbon" goal has determined the general direction of the development of the next energy industry supplemented by new energy and thermal power,which has further compressed the market space of thermal power generation enterprises,resulting in a decline in the utilization hours of thermal power generation equipment year by year,and limited power generation;and with the continuous deepening of the new round of market-oriented reform of the power system launched in 2015,the scale of electricity market-oriented transactions continues to expand.The transaction price of electricity generation enterprises is also gradually falling.The simultaneous decline in volume and price has brought severe challenges to the operation of thermal power generation enterprises.In the face of huge operating pressure,thermal power generation enterprises have carried out reforms and sought new ways out.Ningxia L Thermal Power Plant is a state-owned thermal power generation enterprise of Ningxia Electric Power.In the face of increasingly fierce market competition,a series of measures such as optimization of production indicators and cost pressure reduction have been proposed to enhance the efficiency of enterprises,but no effective measures have been taken to optimize and improve in marketing management,and the competitiveness in the process of direct electricity trading is insufficient,and the power generation obtained is limited,resulting in production potential not being fully exerted,fixed costs cannot be effectively diluted,and while promoting the production costs of enterprises,it reduces the operating efficiency of enterprises and restricts the long-term development of enterprises.How to optimize the power marketing strategy and make it more effective to create profits for enterprises is an urgent problem to be solved in front of L thermal power plants.Taking Ningxia L Thermal Power Plant as the research object,this paper analyzes the external marketing environment and internal marketing environment faced by enterprises by consulting a large number of literature and in-depth internal research,and analyzes the current situation and existing problems of enterprise power marketing,and finds that the power marketing strategy of Ningxia L Thermal Power Plant has problems such as marketing obstacles caused by product characteristics,internal management restrictions on marketing work,and low channel marketing efficiency.Based on this,according to the 6P marketing theory,combined with the particularity of power commodities and power generation enterprises,from the six aspects of political power,public relations,products,prices,promotions,channels,put forward the countermeasures and programs to optimize the marketing strategy,and finally put forward the organization and human resources,production support,financial logistics,and corporate culture guarantee to ensure the implementation effect of the above countermeasures.It is hoped that through the research of this paper,the overall marketing strategy of Ningxia L Thermal Power Plant will be optimized,the market transaction power will be increased,and it is also hoped to provide certain reference for the marketing work of similar enterprises and make a small contribution to promoting the development of the industry.