Marketing strategy of electric power enterprises

Marketing strategy of electric power enterprises

With the development of enterprises and the intensification of market competition, the marketing system of many enterprises is in the stage of development and innovation. How to start and implement the marketing of electric power enterprises in the new period, let's discuss it together!

First, the problems in enterprise marketing

(A) the marketing concept of enterprises has not changed.

The product marketing industry in China is the commercial operation of the market. Strengthening the management of marketing work and improving the quality of marketing work are the requirements for realizing the transformation of management system and solving the contradiction between supply and demand. Some problems in product marketing are put forward under the new situation. Many people have only a superficial understanding of marketing, and the marketing concept in the new period is weak, which brings difficulties to the marketization of enterprises. Facing the change of market mechanism, the power industry must strengthen the sense of competition and strive to innovate marketing work in order to improve the electricity price mechanism and optimize the allocation of resources. Many enterprises still adhere to the traditional product concept and marketing concept. With the opening of the market and the change of the relationship between supply and demand of commodities, enterprises are at a loss about the buyer's market and blindly promote products, which leads to a large backlog of product inventory and difficult capital turnover of enterprises. Some well-known enterprises are in a state of suspension of production and disappear without a trace in the market.

(B) blind marketing plan

Due to the weak market awareness of enterprises. Many departments of the enterprise still adopt the traditional operation mode and cannot change their roles. Employees in enterprises generally lack marketing experience, which affects the overall economic benefits of enterprises. Now, enterprises only plan the current period, but never imagine the future when they were just established, which leads to blind operation of enterprises. Rebuild the market boundary, pay attention to the overall development, constantly exceed the existing demand, and choose a reasonable strategic order.

Second, improve the power marketing management strategy

(A) the establishment of marketing innovation strategy

1. Effectively integrate corporate culture with local culture, promote the mutual integration of different cultures, and build a new corporate culture, taking this new culture as the management foundation of the enterprise. This not only retains the corporate culture connotation of the company, but also adapts to the cultural environment outside the region, thus maintaining the competitive advantage of the company.

2. Establish a marketing service management system. Adopt advanced scientific and technological means, learn advanced marketing management experience from developed countries, and establish marketing service information management system. Perfecting system function, realizing electronic marketing business process, organically combining customer demand side management with service, expanding service function, establishing customer service demand information center, regularly training marketing personnel in marketing technology, stabilizing good market environment and establishing advanced marketing mechanism will certainly promote the greater development of market economy.

3. Give full play to the promotion role of business personnel. Personal promotion is the most direct form of promotion. Through the convenience of direct contact between business personnel and consumers, salespeople can understand and be familiar with customer demand trends, provide customers with all kinds of services they need, and provide reliable information for senior managers to make decisions. Then enterprises can formulate corresponding marketing policies according to their own reality, fully mobilize the enthusiasm of business personnel, and at the same time manage them with the management principle of restraining people rather than employing people.

(B) the establishment of a scientific marketing network

1. Strengthen network customer management. With the in-depth development of market economy, enterprise marketing has been endowed with the important function of marketing promotion. Enterprises should establish their own marketing network, segment the market according to consumer demand, and investigate local geography and population. , and determine the segmentation variables according to the characteristics, objectives and specific conditions of the market. Strengthen the contact of various market segments and establish an efficient network. Due to the particularity of network marketing model, small and medium-sized enterprises should strengthen their attention and management to customers. Create customer database, analyze and integrate network customers. At the same time, establish an online customer service complaint center to dispel customer dissatisfaction in time and strive to maintain the relationship with customers.

2. Strengthen the construction of online credit image. Network marketing has the characteristics of virtual operation in fee payment, and the credit image of enterprises plays a vital role. Therefore, it is necessary to strengthen the construction of online credit image of enterprises. Ensure that the quality of products displayed by enterprises on the website is equivalent to the' actual products' received by customers. At the same time, it is necessary to enhance the online credit image of enterprises by building their online brands.

3. Strengthen the management of professional network marketing talents. Enterprises should make full use of network marketing personnel. Regular online marketing skills training for internal marketers to improve. Build a network marketing talent team with strong comprehensive ability and actively carry out network marketing activities, so that enterprises can better adapt to future economic development. Establish a marketing network belonging to the enterprise itself, carry out strong marketing promotion in different regions, establish strong promotion, and realize the model mode in the shortest time.

(3) Build a scientific marketing organization framework and establish the overall marketing concept of the enterprise.

Modern marketers are not really organized and cannot control market development and management. Therefore, the establishment of high-level marketing management plays a vital role in marketing. According to the needs of market development, enterprises should establish market information management system and plan management system, constantly define sales management level, responsibilities and workflow, organize market targets and sales channels in the best way, give full play to the offensive and defensive capabilities of enterprises, and maximize the best marketing objectives.

(D) the establishment of a marketing system

The marketing market should change the old power supply management mode and establish the legal management of commercial operation. In accordance with the prescribed marketing policy, expand the market share of enterprises and change the situation of easing the contradiction between supply and demand in the market. The expansion strategy is to provide quality service, do a good job in market research and improve the accuracy of market forecast. Open up the field of new product marketing, improve the promotion strategy of new technologies in enterprises, improve the marketing management system of enterprises, and improve the management level with the application of new technologies. On the basis of market research, understand the market rules and create a marketing system, so that enterprises can realize the subdivision of marketing accounting field. Promote the marketing mode between planning, implementation and control of enterprise marketing.

;