Characteristics of Power Marketing and Strategy_4588.doc

characteristics of power marketing and strategy abstract with the national policy of gradual deepening of reform and opening up, the rapid socio-economic model to a surplus by the shortage of type conversion. do increasingly diversified power sources, chinas power is also facing the pressure of oversupply in some areas have gradually become to sell electricity be difficult. this article on the status and power marketing, analyzed the problems, the last part of the article for issues presented in this paper the feasibility of the recommendations to promote and guide the marketing of electricity power supply enterprises. keywords: power characteristics of marketing strategy marketing target market power grid enterprises marketing as an important business content, not only related to the development of power grid enterprises themselves, but also for other industries and categories of users have a huge impact. it is not only closely related to building a conservation-oriented society, but also inextricably linked with the establishment of a harmonious society. so must change their concepts, to enhance the power of marketing theory approach to learning, improve their marketing skills, strengthen the power marketing management, marketing power to create a new situation. first, the characteristics of the target market power marketing 1. with integrity power exchange through network, network coverage area is the scope of the electricity market as a whole. grid is unified, in the same area may have different needs of customers, electricity sales to the same general area as only a market, the overall sales services, therefore, different from the target market of electricity grid connection as a whole. 2. with a difference although the target market of each power type of product, customer classification and many other aspects of the same nature, but otherwise there are very significant differences, mainly in the following aspects: first, the plan arrangement. different customers way power supply have different requirements. second, the demand. different sizes different requirements for electricity consumers. third, the demand for time. different nature of the electricity demand of users have different needs time. fourth, consumption patterns . electrical energy consumption of thermal conversion, power consumption and lighting consumption into consumption patterns belong to different target markets. the existence of such differences is to distinguish between different areas, power companies of different sizes based on different target markets, target market is to study the overall power characteristics, changes in laws and trends. therefore, the power to divide the target market and research is essential. 3. are relatively stable and not give up sex electricity market, the target market is dynamic, not static, once selected to the market. this dynamic is relative to the general stability of the electricity markets. electricity target market is the progressive realization of the development and changes, rather than frequent or sudden mutation. electricity market in each target within a certain time and are in a relatively stable state. at the same time, the choice of target market power should be considered national, social and other factors, for the franchise area of power supply enterprise target market must all satisfied, not for profit, or less difficult to completely abandon the market. second, the power of marketing strategy 1. power marketing strategy guiding (1) establish a marketing idea of all employees. power companies have their own particularity, and its output variable placement process is the same time, the need for co-operation with various departments to complete the business process, any one link can not go wrong, with full participation, so power companies must establish a collaboration of all employees to participate in the production and sale of the idea that all staff marketing concept. (2) to establish and perfect the electric power marketing system. establish and improve the electric power marketing system is the key to implementation of power marketing. power supply companies to develop the market should be based on short-term interests and long-term interests of a balance, to establish a more comprehensive marketing system, it should include: ? the concept: the market-oriented to customer demands, enhance the sense of competition, quality service, brand and values; ? information: market information collection sub-system, information processing subsystem, the market reporting subsystem, subsystems marketing decisions; ? talents: marketing of recruitment, training, assessment, etc.; ? customer management: customer relationship management (crm), customer service systems, business consulting, complaint handling. (3) developing potential markets, and cultivate new growth points of electricity. this is the constant theme of the permanent power supply enterprises, but also supply enterprises to open up the source of the electricity market. at present, although less than the demand of power supply common contradiction, but this is just a low power level imbalances. in the long run, power will be like the final product to a buyers market, like other commodities, power companies can not have and thinking, to achieve the maximization of business efficiency and expansion must be actively cultivate electricity market, timely adjustment of the electricity market structure, and actively cultivate new growth points of electricity. (4) establishment of a scientific incentive and restraint mechanisms. the key to the success of modern enterprises to maximize the mobilization of peoples initiative and creativity of the work, power business in the future market development and the cultivation of a long way to go, how to electricity sales and staff linked to job performance, how to make good use of talent, the quest for talent, and greatly improve staff enthusiasm and creativity, is the top management must thoroughly consider the issue. it can be said to establish a scientific incentive and restraint mechanisms to stimulate human initiative is the power supply enterprise in the future market competition in a dominant position in the security. reposted elsewhere in the research papers download http:/ 2. power product strategy (1) power quality strategy. in the current energy and alternative energy sources is becoming more competitive, and product oversupply in the case of energy, power quality business decisions to be taken are: improving power quality, to increase corporate earnings and market share. (2) implementation of the energy product differentiation strategy. in order to meet the different needs of the majority of electricity customers, electricity to attract more customers, open up electricity markets, electricity power supply enterprises to increase the depth of product mix. for some special enterprise , such as special smelting, high-tech enterprise, the reliability of its electricity supply, power supply frequency, supply voltage and other technical indicators have special requirements, should its power supply high-quality products. (3) the implementation of energy products, the brand strategy. currently the following two types of power supply enterprise mainly face competition: in competition with other alternative energy sources, energy products, has its own unique position, you can implement the brand strategy of energy products; in the power industry competition, the energy level products in terms of core product is a homogeneous product, but due to the different enterprises in the supply of quality, service, image, and so there are still different differences. so tangible products and additional product level, energy products and can be seen as heterogeneous product, so power companies can implement the brand strategy. 3. power quality strategy enhance the quality service of power supply enterprise to promote local economic development and social progress has a positive effect, and its main features: 1) power quality service is to open up the electricity market, an important means to expand electricity sales; 2) electric service is to improve the power supply an important means of economic efficiency of enterprises; 3) power quality service is an important means to improve the quality of staff; 4) electrical service is to establish a good image of power supply enterprises, and improving visibility transcript of the letter and an important way. and enhanced power supply enterprises marketing personnel need to improve the quality of service, serv