Hangzhou Power of Marketing Strategy

Papers Keywords:: system analysis and forecasting business strategy slightly
Paper Abstract "With the gradual deepening of power system, power supply and sale of electricity will soon be completely separated from the power supply to support the sale of electricity companies to large companies with competitive imminent. Through the power supply and demand environment in Hangzhou, analysis and forecasting, and the analysis of many unfavorable factors, this paper proposed a "cost basis leading to the tomb to mechanism innovation as a means to effective use of flexible price, full-service" Marketing strategy to compete in the market share was active.

Since reform and opening, China's power industry into the stage of rapid Development, electric power system has gradually shifted from a planned economy to a market economy, the power supply from shortage or surplus off gradually. From a macro perspective, excess capacity, power gradually become a buyer's market inevitable. the national economy must be sustained and healthy Development of a soft landing, excess capacity, the power that be in the production of special products and the same time to complete the sale and use, market conditions determine the power enterprises, "emperor married his daughter to worry about" history has gone. From the micro level, since the power system in China since the electricity market have made some initial results, Changwangfenkai, National Grid and the establishment of China Southern Power Grid, power generation dispatch auction trading center Internet, the State Electricity Regulatory Commission to play an important role in the growing number of initiatives such as Akira said that the power companies began to break the monopoly of .2002 at the end of the ice, accompanied by the disintegration of State Power, State Grid South Network and the establishment of five major power generation company, power generation side (Generation Side) introduce competition mechanism. With the power "[2002] No. 5 <<Electricity System Reform Program>> spirit continues to depth and sale of electricity side (Retail Side) the fact that monopoly will no longer stable, is about to face severe market competition. Therefore, changes in the external environment, the internal mechanisms of change and the changing role of market power companies are required to establish a comprehensive Marketing strategy to protect their long-term and healthy Development.

First, Hangzhou electricity market analysis and forecast of supply and demand environment
A rising tide of aggregate demand, but demand gradually reduce the rate of supply and demand show signs of saturation. Hangzhou, Zhejiang Province, as the political, Economic and cultural center of the city, in 2006 GDP of 344.151 billion yuan, an increase of 14.3%; to achieve financial close were 62.449 billion yuan; 19.9% ​​over the previous year, in 15 sub-provincial cities in the third place; urban urban residents per capita disposable income of 19,027 yuan, up 14.6%; rural residents per capita net income 8515 yuan, an increase of 11.2%, after deducting price factors, the actual increases are higher than the previous 1.1 and 2.7 percentage points. a good Economic environment, investment environment and sustained growth of population income level to bring a strong power Marketing demand, making the electricity sales of electricity in Hangzhou has more than 10% for many years, "fifth" during the 16.81% average growth in electricity demand, even in the severe power shortage in 2004 remains a very high growth rate of .2007 to start the construction started Hangzhou Metro Line II Line of electricity will become the new growth point. the city's electricity consumption has reached 41.273 billion kwh in 2007, an increase of 12.8%. It is predicted that by 2015, the city will increase electricity load for the 1220 " 14.44 million KW, electricity consumption will reach 668 "81.1 billion KWH. Hangzhou, social power from the total, average annual growth rate gradually decreased. The calculation and analysis, 2008, Hangzhou's total electricity consumption will reach 433 a 43.8 billion kwh in 2012 to reach 580 for a 63 billion kwh in 2020 to reach 810 for a 91 billion kwh, of which the "Eleventh Five-Year" period, the average annual growth rate of 11.13% a 11.99%> "2008 a 2012 "period, the average annual growth rate of 8.31% a 10.02%," Twelve Five "period, the average annual growth rate of 5.28% A 7.03%," Thirteen Five "period, the average annual growth rate of 3.72% A 3.94 %. Thus, Marketing has become the necessary result of social Development.

Second, the main negative factors currently facing
(A) Government intervention factors
The functions of government control electric power system continued to depth as to be stripped out of the planned economy, corporate power "protection ring"; by the power of the lack of electricity to the grid of the power shortage a decline in government attaches great importance during the transition, resulting in power Kabo Zi and services, the contradiction between the normal power supply; power sector to fulfill social responsibility, making the input output disproportionately, resulting in huge financial gap; addition, based on considerations of social stability, local governments tend to be in the power sector power interference, thus affecting the normal tariff to ensure recovery and business interests.

(B) substitutes factors
Increasingly competitive market, natural gas, oil, coal, alternative energy and increasing competition between power, especially state has increased clean energy Development and use of natural gas intensity, "the West East Gas Transmission" has been achieved, the current Hangzhou Gas Group closed gas plant, all into natural gas supply, heat is greater, the cost is not high, the price is better, that would be great threat to electricity consumption. In addition, some local small thermal power and small hydropower in the electricity shortage during the business part of the self-acquired big oil machine is also being diverted to the power grid market space.

(C) Consumer factors
As the income level of residential customers and continuously improve the cultural quality, product differentiation on the demand for power has become increasingly evident, the customer has been satisfied with access to electricity, and development for the use of high-quality energy products. This requires power supply departments to ensure grid stability, prevent the user claims the incident caused the loss. If the Hangzhou Economic Development Zone, gathered high-tech industry, many companies engaged in microelectronics, computer chip production, this range of voltage fluctuations, power supply frequency, harmonic conditions, a high distortion rate requirements, if exceeded will lead directly to CNC machine tools and production lines to produce a large number of defective waste, the loss can not be estimated.


Third, targeted Marketing strategy
Requirements of the new market environment, power supply enterprises must rely on innovation to survive, rely on services for the market, relying on quality and efficiency. Based on the dynamic analysis of power market in Hangzhou, we have developed the "cost leadership-based, mechanism innovation as a means to effective use flexible price, full-service "Marketing strategy. Links http://www.hi138.com Research Papers Download-based to cost leadership, is to follow the" cost minimization and profit maximization "of market competition principle, by reducing the cost of mining the potential profit. mainly do three areas: First, optimize network structure, reduce line losses. power loss during transmission is inevitable, but can be improved through the grid, equipment updates and other means to effectively control. Hangzhou Electric Power Bureau total electricity sales in 2007 was 35.3 billion KWH, the line loss rate was 1.8%, or approximately 635 million electricity line losses KWH. If we can reduce the 0.1 "by 0.2%, could save 035 million per year for a 070 million KWH, 2007, the average tariff by 0.64 yuan / KWH rate of about 2240, "448,000 yuan, is alarming. At present, Hangzhou Power Authority has invested heavily in each of the power grids, have achieved good results; the second is the effective control and management costs. currently the SAP system, to improve enterprise management level, to avoid wasting played a role in promoting good; third is to strengthen risk control, improve tariff collection. so that is conducive to the efficient operation of capital, but also improves the security of funds , reduced Finance costs.

The mechanism of innovation as a means according to the Marketing environment is changing with the times, constantly improve business sales method, reflecting the Marketing ideas and market competitive match and advance. Mainly in technological innovation, the concept of innovation, organizational innovation , mechanism innovation and other aspects. technological innovation is to make full use of advanced power electronic network system of information sharing mechanisms and comprehensive, multi-level network system, a sound technical support demand-side load management system to promote quality science and technology innovation service. the concept of innovation is to establish the overall Marketing and full of Marketing ideas and concepts, so that awareness through the production of Marketing, service, sale of the entire process. the focus of organizational innovation is to establish a high-quality Marketing team in all aspects of the establishment One effective incentive mechanism, employment mechanism and distribution mechanisms. to build a consumer-centric market-oriented Marketing organization and customer service in the hair, as the basis of the service system. mechanism innovation in Marketing costs is to ensure the system as the basis, according to different market segments and establish electricity Marketing mechanisms; based on customer needs, innovation and price electricity Fang mechanism of a type; under load conditions, vigorously Demand Side Management; ultimately enhance the level and the final energy Consumption of Electricity share and promote the efficient use of energy and other purposes.

Effective use of flexible prices, the purpose is to continuously improve the product electricity in final energy consumption share, and constantly open up new markets and stimulate demand for power consumption, and thus ease the purchasing power of a market and the dual pressures of alternative energy. Currently on the market power drought situation emerged in unreasonable price side, mainly reflected in the relatively high price and price distortions in the two aspects of the industry. Hangzhou residents of the current form of non-peak electricity price 0.53 yuan per kilowatt, according to a calculation of 250 families per month , total household expenditure on electricity costs account for nearly 50} 0, while the U.S. price is only $ 0.085 per unit, electricity costs account for only 0.4% of total household expenditure. On the other hand, compared with other countries, the industry price price ratio in the industry was too high, these are not conducive to power marketing. flexible electricity prices, is conducive to optimal allocation of social resources, make full use of energy, but also conducive to the expansion of the electricity market and electricity demand. We can take the power price, preferential rates over the base, customer segmentation price, discount the price of electricity, such as different ways to improve resource utilization, to develop electric power marketing.

To provide a quality service all parties to power products for the production, sale and use of the characteristics of both, from the pre sale, sale throughout to provide all possible services to the customer satisfaction, so that the user selected power supply enterprises assure directly as electricity suppliers and electricity distributors, which also effectively rejected the temptation to buy a replacement. reliable quality is the core of providing quality services and convenient service is a prerequisite for providing quality services. Currently in Hangzhou on the power seller " Marketing Department, a three-center, customer service centers, centers and measurement of electricity billing centers) has formed a marketing system model, which with the market from a marketing point of departure to consider the intensive marketing model to promote reform, and establishing a market economy and power production and management features, the overall operation of the management coordination mechanism, the organization is to provide quality service guarantee. To promote the national model workers Shi Wenbin named "Abin Service" gold standard of influence. Of course, the timely and efficient electrical repairs, perfect sound natural disasters, accidents, emergency response mechanisms, are an important part of quality service.

IV Conclusion
Implementation of the strategy must have specific planning and protection means, which we need further discussion and study. We believe in Hangzhou this highly potential market, the power marketing will increasingly reflect the importance of it to play its business, great social role. reposted elsewhere in the Research Papers Download http://www.hi138.com