Research On Optimization Of Power Marketing Strategy Of Z Power Plan

As the "weatherglass" of economic development,the power industry has always been an important basic industry of China’s national economy and a leading industry of national important development strategy.Especially after the reform and opening up policy,it has achieved sustained and rapid development.In March 2015,the Party Central Committee and the State Council issued the "Opinions on Further Deepening the Reform of Electric System",which initiated a new round of reform in the electric power system.With the deepening of my country’s power system reform,power generation companies are facing challenges brought about by factors such as electricity surplus and the thermal coal market.For power generation companies,the original traditional marketing model can no longer meet the current development needs and the marketing competition awareness should be established.Therefore,how to take advantage of the development opportunities brought about by the new round of power system reforms to continuously optimize the marketing strategies of enterprises to generate higher economic benefits and social value is a problem that all power generation companies need to solve.The release of the "14th five year plan" for modern energy system also puts forward new requirements for coal-fired power enterprises to orderly eliminate backward coal-fired power production capacity and reasonably build supportive and regulatory advanced coal-fired power.In the face of the development opportunities brought about by the power system reform and the change of the state policy on coal-fired power generation,as the "textbook" of China’s thermal power history and the benchmark of China’s power reform,Z Power Plant can only adapt to the current power reform needs as soon as possible,grasp the changes in China’s power market,adapt to the situation,exert its own advantages,make up for deficiencies,and formulate electric power marketing strategy that are conducive to the long-term development of the company,and continuously improve the power marketing capabilities of enterprises,can occupy a favorable position in the fierce market competition.In the context of the in-depth promotion of the power system reform in Shandong Province and the direct trading of power,this article is based on the marketing 6P theory,and mainly focuses on the relevant research on the power marketing strategy of Z Power Plant.Regarding the current marketing environment of Z Power Plant,the author firstly analyzes the macro-environments including the political,economic,social and technical environment,and then analyzes the micro-environment such as market division,power demand,and major competitors.Advantages,disadvantages,opportunities,and threats of the factory,one by one,listing the SWOT matrix chart,proposing four strategies,namely(SO)growth strategy,(WO)transformation strategy,(ST)adjustment strategy,(WT)defense strategy.By analyzing the status quo,existing problems and reasons of Z Power Plant’s power marketing strategy,this article proposes optimization strategies such as optimizing products and services,optimizing price strategies,implementing multi-channel marketing,strengthening promotion strategies,strengthening public relations,and using policy advantages.At the same time,several safeguard measures are raised for the successful execution of power marketing strategy,such as strengthening organizational guarantees,horizontal exchanges and cooperation,strategic management of key accounts,supervision and guarantee,etc.,and strive to strengthen the enterprise electric marketing management so that Z Power Plant can adapt to the market change as soon as possible.Break through the current difficulties,realize energy saving and emission reduction,and achieve better development in the new normal of power system reform.