On the Electric Power Research Unit Marketing Strategy

Papers Keywords:: electric market Research units only strategic choice quiet operation
Abstract: Power brake reform body, the identity of the Electric Power Research unit leader on a search from the search operation to provide Technology services into B, then set to enter the market, free competition in the market, as the market is relatively Di tube stand tip of the main, for the Kui-off in terms of scientific Research within the industry, the impact of this lack of reform, not the former analysis. the operation of the electricity market in terms of Research institutions will face only how the path of Development, lack of electricity is one can get Full Grace scientific Research units, so the power to do the market research unit of pipe shop class horse show wings of the importance and increasingly tight side of.

Electric Power Research Unit to participate in market competition, the first face is how to develop power Technology services marketing.

1 Product Development Strategy
Electric Power Research Unit is to provide products to meet customer different segments of the electricity production, different production needs during the operation of all services to customers and product sales. Electric Power Research unit of the main "four central tasks" are the technical services , technical information, technical monitoring thousands of patients developed cold _ (hereinafter referred to as the "four centers") and supporting services. "four centers" is the power of scientific research institutions to provide core services, scientific research is the Development of power lies.

1.1 The diversification of services
Diversification of electricity services and scientific research units have their own advantages. The combination power plant of the professional research institutes to set up a category-one correspondence related profession, can provide more specialized services; debug infrastructure for power plants, send change electrical testing, the provinces, districts, etc. set up a debugging EPRI; technical supervision functions for Xingshi problems found and provide experimental techniques, incident handling, physical and chemical testing and technical training and many other services to fully meet the customer service products diverse market needs.

1.2 The extension of services
Service needs of the market is evolving, the power of scientific research units to pursue sustainable Development will have to face wow good extension service chain issues. Around the different aspects of electricity production, providing a different extension services. First of all, extend to the power supply side, namely Power side of the expansion of services, you can plant siting, and the future production of power generation equipment to monitor, test setup of the measuring point to provide leading Technology services. Second, an extension of the grid side, namely power distribution, grid stability, economic evaluation of the sale of electricity to provide the process controlling services. Again, for the environmental monitoring center, coal testing, metal materials such as profession, through the application to the relevant higher authorities, into the factory environment, civilian facilities toxic hazardous substances, materials analysis, testing and monitoring areas in order to expand the scope of services markets.

1.3 to enhance the quality of service and internal marketing
China Electric Power Research Unit has undertaken the project management system and laboratory accreditation, and other work for the improvement of service quality, made to expand the international recognition of management and technical aspects. Xinjiang Power Research Institute since 2001 have passed the international quality system IS090001 Certification, Laboratory Accreditation and Technical Supervision autonomous authority of the evaluation measure, anchored in the center of Xinjiang, the various EPRI made, respectively, the measurement of national and regional authority certificate, the qualifications that EPRI has made only Technology and capacity to provide quality service guarantee can be considered to improve the quality of services in-house marketing efforts from the beginning.

EPRI conducted an internal marketing efforts, EPRI staff should be seen as the initial market, that is set to all employees a "My next process is to my customers, from me to make a good product quality of "consciousness. recognize that all processes are value-added process, strictly controlling the formation of internal quality process, the formation of the final product quality and to lay the basic foundation. EPRI products for power generation and supply companies to provide services This service is based on the physical form of technical reports prepared by service results, certificates. Xinjiang Electric Power Technology EPRI can combine "services" the formation of the product value of the combination of quality management "PDCA" cycle to monitor and improve service quality.


"PDCA ', P-Plan cycle planning; D-Do implementation; C-Check inspection; A-Action to improve. Flowchart process is 1-5 P phase, the planning phase of the project contract; process 6 is the D phase, the project implementation phase; process stages 7 to 8 is C, the inspection phase of the project; the process is A stage 9 to 12, and service continuous improvement phase. while the results of the process as a process of 12 1 of the input, into another PDGA cycle stage. EPRI's internal marketing customers can improve the internal employee satisfaction rate of working. Power Research Institute is the professional line of the staff in direct contact with customers, is the Foreign Service of the window; functional departments of the House of Representatives to provide leadership to professional "service" department is to provide services to external customers who indirectly. And the customer service quality evaluation of EPRI is an important factor is the overall quality of frontline employees in service and capacity, it is necessary to form and maintain a comprehensive quality class, excellent quality of service line staff, EPRI staff functions necessary to make the selection and training, while the internal EPRI to create a "second line, third line, logistics services," must provide quality services for the front-line staff commenced work in this environment. Only the front-line staff to provide a good service environment, develop a good team spirit, front-line staff may have this "internal" service through their field work, naturally, is passed to the external customers, in order to achieve service value chain extending from the inside and outside with added value. If the financial sector EPRI staff to facilitate the reimbursement of travel professionals in the financial system does not violate the premise of simplifying the process for offering special training courses run by professional home agent charges and convenient; trade unions on a business trip to frontline staff to provide family care, comfort and other relatives of warmth activities; and daily warm and thoughtful reception services, policy interpretation and so on. Power Research Institute to establish respect for the internal staff, service employees, motivate staff system, reflecting a humanistic culture of care .2007 Xinjiang EPRI started the "quality is a moral, an accomplishment, is the respect of customers; harmony is a culture, is a kind of politeness virtue, we advocate this culture, this virtue, "the corporate culture identification and remodeling projects, the current into the <<Staff Etiquette Handbook>> of Publicizing the implementation phase, this has been to create a sense of harmony within the consciousness of students on staff the root.

2 Service Pricing
There are many factors that influence pricing, including pricing objectives, cost, other marketing mix factors. The Electric Power Research unit of service is difficult because of the quality level of a unified definition, the quality of the inspection is also difficult to adopt uniform standards, services, scientific research units of electricity Pricing has some difficulties.

2.1 Service pricing
Service pricing power with reference to scientific research units, government pricing and pricing within the industry a combination of consultation, which involves measurement test are expressly charges the provincial Bureau of Technical Supervision, the power light of the implementation of scientific research units; there is no fee for services, Electric Power Research unit pricing standards with reference to relevant units and provinces with the power industry Development status, and pricing power to play an active part in the price formulation.

First developed by the Electric Power Research Unit of the price level of technology services, Grid Corporation of approval to the competent execution. Concrete can take the following ways:
(1) plus pricing or target profit pricing.

When the service cost access to information, plus pricing, or to use more target profit pricing, these two methods is simple. Plus pricing is cost plus a certain percentage of gross service price is calculated one way , the difference between the selling price and the cost is profit, calculated as follows:
Single service price single service cost = x (1 + cost-profit ratio)
Commissioning projects such as infrastructure offer, depending on the power capacity of the units, the complexity of site conditions, technical staff required to pay for travel, food subsidies, equipment depreciation charges, and then measure out the appropriate cost margins.

Target profit pricing is the reference unit and the estimated total cost of running the total sales, operating costs based on previous EPRI estimates to determine a target rate of return, as the pricing standard, calculated as follows:
Single service price = (total fixed cost variable cost ten ten the total target profit): service times
(2) take the lead in pricing
Pricing for the first strength of technology or services featured in the Electric Power Research unit. EPRI research and Development, such as Xinjiang, the boiler fly ash sampler, is a national initiative, the national patent applications, widely welcomed by the power plant, from Xinjiang, EPRI independent pricing based on market demand and production has been commissioned equipment manufacturers, both inside and outside in Xinjiang has made good economic benefits.


(3) pricing according to quality
The same pilot project, on-site incident handling, sending experts at different levels for different prices. Xinjiang expert in hospital a hospital, northwestern region well-known experts and domestic industry experts, the project should also be different charges.

2.2 The proposed pricing Strategy
(1) improve the pricing mechanism
Depending on the contract project to establish different levels of pricing mechanisms, the project price should fully reflect the different levels of experts involved in the project's intrinsic value, reflecting the "expert" role, so that optimal allocation of resources; on the power plant capacity, the management level are similar, but the financial strength of different Projects of similar contracts differential pricing; step by step to establish a regular review and reporting mechanism for the price, the guaranteed price and market demand with the adjustment; against illegal to price discounts, lower prices lead to vicious competition and other misconduct.

(2) progressive, Electric Power Research Unit price tag and fees public notice system
Relevant government departments for approval by the charges, such as metering and charging, the power of scientific research units can receive in the laboratory fees at the price list posted prominently, not been explicitly prohibited any charge any hidden charges, especially the multi-disciplinary projects large contracts such as the cost of infrastructure commissioning, performance testing costs, should be a gradual transition, the marked price. reposted elsewhere in the Research Papers Download http://www.hi138.com (3) prohibited acts of power and technology services bubble prices rebates
Contract negotiation process, the phenomenon of the high commission, is unfair competition, is in contravention of state regulations, in turn lead to the price of electricity services market confusion, and ultimately lead to a vicious cycle of competition, should be resolutely stopped.

(4) The power to play the role of trade associations and research institutes
In 2003, the annual National Electric Power Research Unit at the annual meeting, the delegates unanimously agreed to set up units of the National Electric Power Research Association, hope to promote the price of self-discipline, standardize the price behavior and price with the government authorities to strengthen price regulation has played an active role in enabling the government to reduce administrative examination and approval, the operational requirements of the market power after the company assumed management responsibilities effective.

3 services distribution Strategy and promotion strategies
3.1 The service distribution Strategy
Distribution is the product from the production sites to sales outlets movement process. Distribution decisions take into account what the major sites and how the service provided to the customer. Electricity research institutes and customers can interact in three ways: electric power customers take the initiative to research institutions; Electric Power Research Unit actively seek customers; power research institutes and customers can be achieved in the context of both transactions. Electric Power Research unit of the general location of the provinces, the District's capital city, convenient traffic.

Profit research unit of electricity to the principal means of distribution direct marketing, research institutes from the power directly to customers in the implementation of face to face service. Peng was added in the future can paste afternoon test operator model, Electric Power Research Unit at the two sides of the contract, the concession by a unified business model in some of the power technology service operations, and pay the appropriate joining fee.

3.2 Sales Promotion Service
Services Promotion refers to the target customers and communicate information related to the public so that they understand the business and the provision of services, designed to stimulate consumer demand and the marketing activities, focusing on promotion of diversification.

(1) the use of promotional
Electric Power Research units through various media advertising in the power industry, such as power magazines, newspapers, television, radio and other media as the main advertising promotions. EPRI on many occasions such as Xinjiang in the "<Xinjiang Electric Power>> Quarterly," <Xinjiang Electric Power News >>,<< pilot research news>> published business advertising and qualification certificates certified conditions and promote scientific and technological achievements, etc., to expand the impact of Xinjiang EPRI public services while promoting the launch.

(2) to play advocacy role the Internet
Electric Power Research Unit and the electricity grid, the provincial company is connected to the LAN, LAN to power scientific research by the "four centers" and the formation of functional linkage with the latest technological innovations, interact with customers, to facilitate contact and communication business. Xinjiang Electric Power System with OA systems, local area network connected to send and receive files in Xinjiang, the information communication can be done in the future may consider increasing the technical problems of online counseling and answering questions, to give full play to the network save time, money, fast, convenient and so on, is expected to in the future will play an increasingly important role of information communication.

(3) organization to promote staff
Electric Power Research units are set up the marketing department, with a master professional and technical personnel planning and implementation of the marketing organization. Xinjiang in 2001, EPRI formed a marketing department, full-time staff from the initial 3 to develop into today's 7 , from the initial run we all go out to the market, and now features in Xinjiang region, minority comrades of the South Area market development, Han comrades of the Northern Area; by the comrades of rich social relations opened up new markets; rich The comrades of the marketing knowledge of market information should be collected and analysis. The profession has also undertaken some market development projects, personnel promotions become the size, market promotion work increasingly standardized, rapid growth of market sales personnel for Xinjiang Electric Division hospital continues to expand market share, market operation played an important role matures.

(4) to carry out the quality of cultural promotion
The effectiveness of the service quality of service and satisfaction to customer needs and overall performance, is a subjective feeling, is the customer service quality expectations and perceived level of service comparison between the results, but also on technical quality and functional quality level. technical quality refers to the service process, the customer service process from Road from the things that customers perceive easily; function of the quality of the service process, service behavior, attitudes, dress and so directly affect the customer's perception.

Before the restructuring of scientific research units to provide electricity services, emphasis on technical quality and functional quality of light in the minds of customers form a "technical expert", "" technical authority "of a lofty image. The market after the reform, the power units try to profit from research the demeanor of staff to increase their "affinity." countries, such as through the adoption of IS09001 quality system certification, the national laboratory accreditation system, the legal metrology institutes authorization system certification, accreditation, research units to the customer for the electricity market, the pursuit of quality of service continuous improvement of the information. These efforts were not enough, such as Xinjiang, EPRI general sense of the quality requirements of the quality of service from the rise to "the pursuit of quality should be a corporate culture" in height. service quality is the survival of Xinjiang, EPRI foundation, the confirmation from the customer needs, provision of services, customer opinion gathering, technical visit to the continuous improvement of the whole process, in accordance with the PDC of a A cycle (plan to implement a test for a one improvement) process control, and ensure customer needs focus, continuous improvement.

(5) attempts to show tangible
Exhibition Strategy is visible in the process of using the service tools, equipment, staff, information, site, environment, price lists and other tangibles display service product features, service products to compensate for the non-substantive activities undertaken.

Electric Power Research Unit of the technical training programs to organize relevant units of the free demonstrations, including the theory and practice and other sectors, by professional teachers lecture, students Lyrics, students show power to the faculty research units and hardware facilities; to establish their own simulation laboratory test to show customers, testing, testing process and results, play shows and promote the role; the scientific and technological achievements made in the past, major achievements, honor, expert briefings, praise, etc. Figure culture customer service commitment slogan of, inviting customers to come visit or disseminate information to the customer Atlas will power the service effectiveness of research units and promote cultural content to customers, enhance the customer the impression that prompts the customer electricity service is reliable scientific research units, and to develop potential customers and cultivate customer loyalty, and the formation of a long-term customer relationships.

4 Conclusion
With the deepening of the power system, electricity services market to competition gradually from the local market competition in the electricity industry, services, and electricity is going to experience from research institutes started his market to thrive in the competitive market, individual meeting market competition will also face re-integration of change of development. In short, the power of the market research unit of the road has been established, only the response to the need for reform and development, scientific research units in order to have self-power for survival, self-development potential. reposted elsewhere Free Download Center http://www.hi138.com Papers