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Research on the Marketing Strategy of HeFei Power Supply Company

Author: XiaLei
Tutor: HeJianMin
School: Hefei University of Technology
Course: Business Administration
Keywords: Hefei Power Supply Company Marketing Strategy
CLC: F426.61
Type: Master's thesis
Year: 2009
Downloads: 182
Quote: 2
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Abstract


Since the twenty-first century,we are taking more active actions to develop market economy,electric power industry transfers from buyer’s market to seller’s market..In this context,the variety of Hefei electric power market takes a great challenge to city-level power supply companies.On one aspect,it faces production excess and demand scarceness,on the other aspect,the competence with substitution energy is more and more vigorous.Therefore,the company must change the principle of management,all its actions must regard customers as the center,only this it can keep on its consistent development.Based on actuality of the practical situation of Hefei Power Supply Company, this paper blends the theory of modern marketing with electric marketing practice.We try to analyze the experience of domestic and overseas power supply companies and provide benchmarks for analyzing city-level power supply companies’ marketing actuality.Then marketing environment of the city-level power supply corporations is analyzed which bases on survey and research.In the analysis,quantitative and quantitative methods are used.This paper also analyzes the SWOT of Hefei electric power market and emphasizes on the function, operation model,the main problem existence,and features of electric marketing of city-level power supply corporations.Through the analysis of the power marketing macro environment,consumers’ behavior,the competition in power market and the strategy adjustment in power supply corporations,we confirm the developing chances and main problems in power marketing management of electric market in city-level.Based on the identification of the segments and target markets in electric market in city-level,this paper try to establish the service marketing mix tactic which Can cope with city-level power supply companies’ further development.Then we discuss the marketing mix tactic in brand,product,service, pricing,and promotion amply which can direct the service marketing activities for city-level power supply companies in new environment.At last,this paper points the measles such as how to establish organization,how to use new technology and how to implement management control to make the strategy can come true.So a perfect electric marketing plan is established.The author is an electric power engineer,this paper comes from theory knowledge in MBA study and long time work experience.The marketing plan is directing the company’s actions well.

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