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Bincheng power company Electricity Market Strategy

Author: YangHua
Tutor: ZuoQingYou
School: North China Electric Power University (Beijing)
Course: Business Administration
Keywords: Power supply enterprise Marketing Strategy Marketing SWOT analysis
CLC: F426.61
Type: Master's thesis
Year: 2011
Downloads: 65
Quote: 1
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Abstract


After eight years of electric power system reform , China has basically formed a fair competition , open and orderly , buy more to sell electricity market structure , electricity market operation mechanism tend to improve gradually , basic access to the market demand, improve electricity services in order to fully meet user demand for new phase. In this situation, the context, the power supply enterprises must establish a modern marketing concept, deepen awareness of market competition , to develop in line with their own characteristics of the marketing strategy to enhance the profitability of the business in order to cope with the increasingly fierce market competition. In strategic management thinking as the theoretical basis , in accordance with the marketing strategy development step , combined with the power company Bincheng actual operating conditions, from the company's own resources, marketing macro environment , Binzhou City marketing environment and electricity market players four aspects on Bincheng power company for detailed analysis and SWOT matrix is ??analyzed using the given strategic choice ; longer Bincheng electricity supply companies are facing market segments according to different criteria , mainly on the industrial electricity market segmentation to identify its target market . Bincheng based power company strategy should be positioned as a market -oriented modern power supply enterprises to provide quality service understanding developed Bincheng power company specific marketing strategy , combining the theory of marketing mix marketing point of view , given energy products, differentiation , branding, promotion, supply services, five of specific marketing strategies , and proposed Bincheng power company marketing strategy implementation of safeguards , including the marketing concept to establish ideologically and technically implement SG186 engineering, culture to establish an appropriate power marketing culture, human resources training and other highly qualified team of marketing professionals . In summary, based on strategic management theory of supply and marketing business marketing strategy analysis, Bincheng power company marketing practice provides a theoretical reference.

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