| Since 2015 by the State Council on further strengthening the relevant opinions from the reform of electric power industry system,gradually changed the traditional power grid industry unified purchase and sale of the market layout,through to the traditional electric power market open to determine the final sell electricity price,build more independent electricity trading system,clear access basis and standard of market main body,Promote the main players in the market to gradually carry out diversified market transactions,with the help of the main market mechanism to build the corresponding power price mechanism,trading mechanism,and carry out the corresponding system reform according to the electricity consumption situation.Since 2015,electricity sales policy and system perfecting,it also makes the society’s main power generation enterprises face more severe challenges,in the context of the current domestic new type of electric power system reform,it not only broke the iron rice bowl power generation enterprise market pattern,but instead determined by the market price of the system and mechanism.Under the background of this reform,major domestic power generation enterprises should change their previous electricity sales mode and give full play to their advantages in power sources and users.On the basis of the corresponding innovation activities,more active attitude to participate in market activities,vigorously develop marketing work.In the wind power industry where A wind power company is located,the State Grid Company only collects less than 40%of the electricity generated at present,and the rest of the electricity will be traded in the electricity market.In the current electric power market,the electric power market marketing mode is single,lack of conditions to adapt to the new market environment,so this paper needs to carry on deep thinking and exploration from this aspect,to innovate a new marketing mode.The above research requires the use of relevant theories and models of marketing strategies,comprehensive analysis of various environments,and then specific solutions.The problems of A company’s marketing strategy mainly include:there is no relevant value-added services for users in the power market,which reflects the absence of travel differences;Single price sales model,lack of bargaining power;The sales channel is simple,and the company itself has weak control over the marketing channel,without a certain say;Lack of corresponding promotion strategy;Lack of marketing personnel,lack of power market development ability;For power users of after-sales service awareness is not strong.For the study of A company’s marketing strategy,it is necessary to analyze and think about the above problems,put forward corresponding solutions,and improve A company’s marketing strategy.First,there is no relevant value-added services for users in the electricity market,which reflects the difference between business trips.In the current electric power environment,power enterprises are in the power supply as the most basic business,it is people’s perceptions of the power generation company,the most intuitive,but as the electric power reform continues to advance,because electricity products are homogeneous commodities,the authors think that A company product strategy needs to change in power as the core into extending outward and electricity related aspects,Comply with the change of power market,follow the trend of power policy,grasp and meet the needs of power users.For power grid enterprises and power users,the most essential demand is the safety,stability and reliability of electricity provided by power generation enterprises.Company A needs to continue to improve the production level,reduce the influence of the outside world as much as possible,and achieve the most strict quality management of power products.In addition,according to the situation of existing policies,according to the different costs of new energy generation and the rule of market price change,combined with the demand of power users,to produce the optimal electric energy products.Due to the particularity of electric energy products,electric energy itself has no difference for electric power users,and can only be demonstrated by adding corresponding value-added services to power generation enterprises.The solution proposed by the author is that with the continuous promotion of the electricity reform policy,Company A should provide new value-added services for power users in the electricity market,such as energy saving services,electricity consultation,carbon emission trading,green certificate,etc.Company A can carry out the exploration of such new products in the electric power market in advance and take the lead in the market.Second,the price sales model is single,lack of bargaining power.Power products as the property of commodity with the deepening of the electric change of policy is also growing,in the characteristics of electric power products,the most popular in the market of electricity or low price products,if all power companies use the marketing strategy of low price,so in the electricity market can appear malicious competition,will ultimately affect the income of the people,so A company should change ideas in terms of price,Strive for more benefits for the company in the market.The author thinks that the price reduction strategy should be implemented first for specific power users,such as well-known power users or power users in the area.Cooperation with such power users can achieve significant advertising effect,so as to guide other power users to cooperate with the company.At the same time,after reaching cooperation with power users,we will provide them with corresponding electric energy services,so as to transform the focus of power users to the recognition of A company’s electric energy services,and implant high-quality price services and additional electric energy services in the minds of power users,so that A company can have stable electric power users in the electricity market.Third,the sales channel is simple,the company’s own control of marketing channel is weak,there is no certain say.At present,company A has only three marketing channels:power grid enterprises,related transactions organized by the power trading center and power users.What we need to do is to optimize and improve existing sales channels,expand existing sales channels,and explore new sales channels.Fourth,insufficient marketing personnel,lack of power market development ability.Excellent marketing team for power generation enterprises or sell electricity company electric power marketing work is very critical and necessary,for the moment A company marketing personnel training and the construction of the marketing team has A lot of room to improve,A company currently have to do is need to change ideas,set A new marketing concept.Fourth,insufficient marketing personnel,lack of power market development ability.Fifthly,the consciousness of after-sale service for power users is not strong.At present,company A’s research on power users in the power market is not sufficient,the research on power users is not sufficient,the service provision is not perfect,and it only provides power products to power users when its working depth is not enough,so it is difficult for power users to maintain A longterm cooperative relationship.The author believes that company A needs to conduct research around power users,grasp the needs of consumers in time and meet their desires,so as to occupy A place in the fierce competition in the power market.Based on the problems found,combining with the 7Ps service marketing strategy,from product,price,channel,promotion,personnel,physical environment,service process tailored to A company’s marketing strategy,marketing idea,thus improve the competitiveness in the electricity market environment,A company to fight for the interests of the greater A company.This paper studies the problems existing in the power marketing work of A wind power generation company.On the basis of collecting relevant information and according to the relevant theories of marketing strategies,it makes an in-depth analysis of the power marketing process of A wind power generation company,providing reference cases and practical reference for the study of the company’s marketing strategy. |
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