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Marketing strategy

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With the deepening of power system reform, the contradiction between the traditional electric power marketing idea can not solve the current power market, electric power marketing has become a traditional fresh topic, has gradually become the core business of power supply enterprises, which requires a power supply enterprise according to market rules, the production and business activities subject to power marketing, the implementation of commercial operation,take the necessary marketing strategy, to enhance the ability to participate in market competition, in order to effectively develop the electric power market.

The role and status of 1, electric power marketing

The so-called power marketing refers to the power production, transportation and sale, and meet the power customer economic and reasonable, safe, reliable use of electric products, and constantly improve the floorboard of a series of economic activities of the economic benefit of power enterprise. In today's society: will, role and status of electric power marketing has become increasingly obvious, generally speaking is mainly reflected in the following aspects:

The survival and development of the 1.1 marketing in power supply enterprises. The marketing department is responsible for sales of electric power market according to the sales price of national unity to develop, and play an important role in tariff recovery and loss management, the quality of marketing work directly determines the corporate earnings and market share.

1.2 marketing influence electric power enterprise planning direction. In the market economy, the electric power marketing responsible for electric power enterprises directly facing the market andfor the majority of customer service functions, which play a guiding role in the electric power enterprise annual operation.

1.3 marketing reflects the image of an enterprise. Electric power marketing involving thousands of households, the establishment of a market-oriented, convenient and efficient, customer centered, power marketing system coordination, is the focus of the marketing work of power supply enterprises, improve service quality, shorten the business cycle, the maximum to meet customer demand for electricity is the fundamental goal of marketing work.

In 2, China's electric power market and the existing problems

2.1 power market competition is becoming increasingly fierce. Due to the national promotion of clean and low carbon economy energy, residents there are great opportunities for the development of the electricity market, is also facing a severe test, especially natural gas, solar energy and other residents gradually entered the family.

The quality of the marketing team of 2.2 power supply enterprises should further improve. One is the power supply enterprise marketing personnel structure is not reasonable, mainly because some older employees, low educational level, the new technology and equipment, the operation is not familiar with, do not adapt to the new marketing management system application. The twois a suburban and rural power supply enterprise management is backward, the minority rural electrician marketing personnel is not from the old power management switch over, big market,big marketing concept is still very fuzzy, lack of service consciousness.

2.3 power marketing lags behind the needs of users. The characteristics of a large number of end users lack of inquiry, no complete pre-sale, after sale service system, restricting the sale of electricity, affecting the normal development of power market, the power market both effective demand and power structure contradiction, can not fully meet the electricity demand ofresidents.

2.4 marketing co.. That idea is backward, the consciousness of responsibility is not strong. The two is based on the customer information is not complete, the electricity market and consumerdemand, psychological expectations, electric potential analysis is not enough, can not keep abreast of changes in volume production operations and equipment users, the development of electric power market depth and breadth is not enough.

2.5 electric power enterprise internal collaboration does not close. The internal management system of electric power enterprises have yet to complete the transformation from product oriented to demand oriented, is the most prominent manifestation of power marketing and customer service departments or a few things, but the organization is not the common task,extension plan, maintenance and so on various functions of the link and service functions are still fragmented, not overall operation phenomenon.

3, the innovation of power marketing management

Show the current problems in electric power market, power enterprises face the ever-changing market, has not adjusted its marketing strategy, can not fully meet the needs of the current development of the market economy.

3.1 update the electric power marketing concept

One is to establish a market-oriented marketing concept. Strengthen the demand sidemanagement, grasp market trends, the electricity market potential and future market situation to make the evaluation procedures, and as a basis for formulating or adjusting power generation,electricity production and operation target, timely adjustment of power marketing strategy,effectively open up the market.

The two is to establish a customer-oriented marketing idea. All to the user as the center, to the needs of users for the purpose, focus on strengthening the power grid construction and transformation, establish a "reliable power supply is the high-quality service" concept, improve the supply and distribution network, to meet the needs of customers, at the same time, using thecommunication network platform to provide a full range of advanced, efficient, high-quality service for the customer, and with the strict management to monitor the business.

The three is to establish a customer-centric service philosophy. Functional aspects of the use of modern means of sound power marketing, improve service quality and efficiency, while the enterprise's internal organization, business processes to meet customer demand orientedrequirements, the establishment of social service system, improve service awareness, and as far as possible to reduce the cost of service.

3.2 innovation power marketing strategy

One is the low carbon environmental protection product strategy. Clean, efficient, fast poweradvantage, electricity use conforms to the environmental protection national energy policy,supported by national policy and energy users regard this as an opportunity, as the energy market entry, play in the publicity and promotion of environmentally friendly energy

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