2016-12-29 来源: 51Due教员组 类别: 更多范文
With the continuous deepening of the power system , the traditional power marketing concept has been unable to resolve the current conflicts demand side electricity markets , power marketing has become a topic that is traditional and fresh , has become the company's core business of electricity , which requires power companies in accordance with the laws of the market , the production and operation activities serve and power marketing , the implementation of commercial operation, to take the necessary marketing strategies , to enhance the ability to participate in market competition , in order to effectively develop the electricity market .
1 The role of power and status of marketing
The so-called power marketing refers to electricity production , transmission and distribution , electricity customers and meet the economic, reasonable, safe and reliable use of electrical products, and constantly improve the economic efficiency of enterprises electricity number of economic activities in general. Power companies through the development of appropriate viable marketing strategy, including service strategy, pricing strategy , image strategy , marketing strategy and other means to continuously improve the market share of electricity to meet the power needs of customers , to achieve power companies target. In today's society , the power and status of the role of marketing has become increasingly evident , nutshell mainly reflected in the following aspects :
1.1 Relationship Marketing powered enterprise survival and development. Electricity marketing department is responsible for the development of national unity by sales price for electricity sales, and charged with electricity recovery and the important task of line loss management , marketing directly determines the quality of the work the company revenue and market share.
1.2 impact of electric power enterprise marketing planning direction . In a market economy , the power of marketing power companies responsible for the majority of direct market-oriented and customer service functions in electricity production and operation enterprises play a guiding role .
1.3 Marketing reflected powered corporate image. Power Marketing involves thousands of families , the establishment of market-oriented , convenient and efficient , customer- centric marketing harmonized electricity system is a power supply enterprise marketing focus of the work , and effectively improve service quality , reduce business cycle , the maximum to meet customer electricity requirement is the fundamental goal of marketing efforts .
2 UK power marketing market situation and problems
2.1 Electricity increasingly competitive market . Since the state to promote low-carbon clean energy economy , residential electricity market there is a huge opportunity for development, while also facing a severe test , especially natural gas , solar and other gradually into households . Currently, the lack of residential electricity market development , mainly in the power supply companies on the market is not sensitive to supply products for many years unchanged, product planning , design, marketing means far behind the energy market developments and consumer demand.
2.2 -powered corporate marketing team quality needs further improvement. First, the power supply enterprise marketing personnel structure is not reasonable , mainly due to some employees older, low educational level , for new equipment , new technologies are not familiar with the operation of the new marketing management system applications suited. Second, suburban and rural power supply enterprise and employment in remote backward management , yet few marketers rural electrician electricity management ideas from the old converted over , big market, big marketing concept is still vague , lacking a sense of service .
2.3 Power Marketing lag user needs. The characteristics of a large number of end-users to explore lack Analysis , no complete sales service system , which restricts the sale of electricity , affecting the normal development of the electricity market , the formation of effective demand and electricity structural contradictions coexist electricity sales market , unable to fully meet residential electricity demand
2.4 marketing tools is limited. First, the concept behind the sense of responsibility is not strong. Familiarity on the service is limited to the streets propaganda leaflets , smiling service , sale of electricity facilities in updating superficial, do not touch the power to accelerate the speed and improve the stability of power supply , reducing power losses and other deep- level services new problems. Second, the customer base information is incomplete , the user of the electricity market and consumer demand , psychological expectations, Potential of electricity is not enough, users can not keep abreast of the situation and equipment production and operation situation of change in capacity , the electricity market is not enough depth and breadth of development .
2.5 Electricity is not close collaboration within the enterprise . Power enterprise internal management system is not yet complete from product-oriented to demand-oriented changes , the most prominent manifestations of power marketing and customer service departments , or a few things , rather than the functions of the body corporate common task , planning, maintenance , etc. in various functional aspects as well as the effectiveness of extension services still exist on both fragmented and can not co-ordinate operation of the phenomenon.
3 Innovative Power Marketing Management
Current power marketing these new problems that exist in that power companies face of changing market, but also did not adjust their marketing strategy , can not fully meet the current market needs of economic development . To this end , in the power of marketing should decisively abandon outdated and no longer meet the changing market philosophy and marketing, timely adjustment of marketing strategy in order to compete in the market to obtain the survival and development .
3.1 Update electricity marketing concept
First, establish a market- oriented marketing philosophy. Strengthen the demand side management, grasp market developments, the potential of the electricity market and future market conditions, certain procedures have to make an assessment , and as a basis to develop or adjust timely generation and sale of electricity production and operation objectives , timely adjustment of power marketing strategy to effectively develop the market.
Establish user demand-oriented marketing philosophy. All user-centric to user demand for the purpose , focus on strengthening and construction of power grids , establish a " reliable power supply is the service " concept , improve the supply and distribution network to meet the needs of users , while the use of advanced communication , network platform to provide customers with efficient , comprehensive services , and strictly regulate the management for the business to be monitored.
Establish a customer-centric service philosophy . The use of modern means of sound power marketing function links, improve service quality and efficiency, while internal institutional settings, business processes to meet customer demand-oriented requirements, establish social service system , improve service awareness, and minimize service costs.
3.2 Innovative Marketing Strategies electricity
First, low-carbon green product strategy. Clean , efficient and fast are the advantages of energy , the use of green energy in line with national energy policy , supported by the national policy and the importance of energy users , as an opportunity for the energy market entry point, played in the publicity and promotion of environmentally friendly energy brand, and become the image of the design of the main features.
Second is elastic and flexible pricing strategy. Actively implement the new tariff policy , deal with Electricity Price and the ratio between the basic tariff , the tariff to fully consider various cost factors , the establishment of the gradient tariff system, the different types of electricity users to take differential pricing to maximize market share.
Third, the rich variety of promotional strategies . In personal selling and public relations promotion mainly to advertising and promotion , supplemented by taking three-dimensional, multi-faceted marketing approach , to strengthen two-way communication between the user , the user is transmitted energy, electricity services and electricity concepts and other information , establish and improve various social relations, enhance the user power enterprise goodwill and trust while shaping the power company responsible corporate image.
Fourth segment customers. Through the power user market segmentation, can grasp the market variation of load effects of different customers at different times of the electricity law and development needs , adopt a flexible flexible electricity prices , expanding electricity sales .
3.3 to strengthen self-construction of electric power enterprises .
To achieve the sustainable expansion of electricity marketing strategy must also strengthen the power of their own construction . One is to optimize the quality of power supply , improve power quality is based on the construction and operation of power grid management . Make full use of municipal construction , power grid construction and other opportunities , accelerate the pace of construction of power grids , good distribution network and device management 's overall planning, co-ordination arrangements , and gradually improve the insulation of urban distribution network , cable , automation and information technology standards. The second is to establish channels of social supervision , strengthen public opinion and public supervision. Three electricity companies workers, cadres should gradually shift their business ideas, information technology support, efforts to improve the electric power enterprise workforce management system construction and upgrading, and constantly improve the services and demand side management level , to further expand the electricity market share , and promote the overall economic efficiency of power enterprises , creating a vibrant , growing electricity marketing .