Research On Marketing Strategy Of Electricity Sales Business For Z Power Supply Company From The Perspective Of Electric Power Marketization

Whether in cities or villages,the development of the current society needs sufficient electrical energy as a support.In recent years,with the gradual expansion of the installed capacity of China’s power generation side,the power supply under non-extreme conditions can meet the current power demand.For a long time in the past,under the constraints of China’s economic system,the power supply company between power generation and electricity consumption has always been regarded as a “monopoly enterprise” in the power industry,but with the deepening of the reform of China’s electricity market,the commodity attributes of electric energy has been restored,the diversified competitive pattern of the electricity market has basically taken shape,and the electricity sales business of traditional power enterprises is facing a severe situation in which the market is divided and the competitive pressure is increasing.Especially after October 2021,with all industrial and commercial users entering the electricity market,the catalogs price of industrial and commercial users has been canceled,which completely breaks the previous business model of unified purchase and marketing of power supply companies,marking that the reform of electricity marketization reform has entered a new stage.In the deepening reform of the electricity market,the marketing strategy of the electricity sales business of power supply enterprises has become a crucial link.In the face of changes in the external market environment and the competitive environment,power supply companies need to correctly face the market and customers on the basis of a full understanding of the market situation,give full play to their own advantages,and adopt marketing strategies with the times in the power sales business,based on the long term,reduce the impact and threat caused by the external environment,so that the enterprise can get orderly and healthy development,which is of great significance to the future development of the enterprise.Under the perspective of electricity marketization,this paper takes Z power supply company’s electricity sales business as the research object,based on the analysis of the current marketing situation of Z power supply company.Firstly,this paper takes relationship marketing,service marketing and 4Ps marketing theory as theoretical guidance,and uses PEST and SWOT analysis methods to fully study the macro environment,competitive environment and its own advantages and disadvantages in the competition of Z power supply company in the electricity sales market.Subsequently,a questionnaire survey was conducted on the understanding of residential users of the current marketing work of the power supply company,and at the same time,some of the company’s customers and the company’s marketing practitioners were interviewed,combined with the results of the questionnaire survey and the interview content,the problems existing in the current marketing strategy of the electricity sales business of Z power supply company were summarized,mainly including the lack of power supply reliability and product diversity,the lack of flexibility of the electricity price strategy,the construction and promotion of marketing channels,the difficulties in market expansion and the lack of service awareness.These problems are fully exposed in the context of the electricity market,if not improved in time,it will affect the development of the company’s electricity sales business,which in turn will bring operational risks to the company.Further,this paper combines the current situation of the market and the company and the author’s work practice in Z power supply company,in view of the current problems,puts forward corresponding suggestions for the company’s marketing strategy from five aspects,such as product,price,channel,market expansion and service awareness,and puts forward safeguard measures from four aspects,such as organizational structure,talent guarantee,marketing risk prevention and control and corporate culture.By improving the marketing strategy of Z power supply company,it will help it adapt to the changes in the electricity market,enhance its competitiveness and market share in the increasingly fierce competition situation,and achieve satisfactory marketing results in the short and even long term.The research methods,research contents and conclusions of this paper also have a certain reference and enlightenment effect for other power grid enterprises when conducting the same type of research and analysis strategy optimization process.