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The power industry is the basic industry of national economy, the development of China's power industry has made great achievements since the reform and opening up, the end of 1999, the annual power output of 1.2331 trillion kwh, world's second largest installed capacity reached 298 million kilowatts, long-term a wide range of power shortage has been alleviated, seriously hampered the economic development and improved living standards in the \Achievements at the same time, China's power industry in the development also appeared in a number of problems, these problems is essentially due to the original power industry management system become increasingly unsuited to electricity customers in the market economy changes and the new situation social reform of expectations. Therefore, vigorously promote the process of marketization of the power industry should face the problem of China's electric power industry, the main focal point to meet the challenges and create greater glories. Firstly, starting from the shape and specificity of the electricity commodity analysis, summarizes the four basic characteristics of the electricity market, that is, openness, competition, planning and coordination. These four characteristics determine the electricity market must form a common market regulation and government regulation role in the management mechanism, this mechanism is different from the traditional executive order mechanism, economic, legal means of management. The production characteristics of the power system is issued, transmission and distribution, electricity at the same time completed, power can not be stored. The power system is an organic whole, although the hair, transmission and distribution, power supply between the technical, production management are inextricably natural link. But can operate in completely separate accounts, the introduction of competition. Electricity market can actually be divided into the power generation market and sale of electricity market, this paper applies economic theories to analyze the competition of the electricity production processes, research. And learn from the successful experience of foreign electricity market reform, put forward the reform programs and the operating mode of the power generation side of the market. The basic elements of this model are: first, the transmission grid is relatively unified management, network development to all power producers; Second, competition between power producers, allowing a new generation to enter; third, to rationalize the tariff through the introduction of the concept of a \; Fourth, the establishment of a market trading center and the establishment of a special economic interests, neutral, and the authority of the grid operator and market regulatory bodies. The sale of the electric side of the market more mature, successful models, grid operation in the sale of electricity side of the market's main task is to carefully study the rules and methods of the power of marketing, take the initiative to open up the electricity market, the promotion of electricity optimal allocation of resources. Grid operation to establish a market concept, the concept of competition of the electricity market reform and the mode of operation of and benefits of the concept of strengthening the construction of the power marketing management and marketing teams, from the original in order to supply-oriented to demand-driven. In this paper, the situation of the electricity market needs, demand factors and market competition analysis, research. The application of modern marketing principles and the combination of power market reform and development, proposed to run a business at this stage the top ten marketing strategy.
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