How to combine marketing with State Grid Corporation?

1. The elasticity of electricity price policy is not enough, and it is difficult to develop the potential market. The state controls the electricity price too strictly and the policy lacks flexibility, which weakens the leverage of the electricity price on the electricity market.

2. The slow growth of power supply and sales is hard to restrain. For backward areas, the economic development is quite slow, which restricts the growth of electricity sales, and even leads to a year-on-year decline in electricity sales.

3. Lack of high-quality overall marketing team is not conducive to marketing. 200 1 set up customer service center, formerly known as power supply station. This change is a leap, but also brings challenges to electric workers.

4. Power services are becoming more and more passive, and customers' requirements are getting higher and higher. The voice of power quality service is getting higher and higher, but the promise of "one phone call" needs strong funds as the backing, and free service will not last long.

Some customers don't keep their promises, so it's hard to recover the electricity bill. The economic benefits of electric power enterprises largely depend on whether the electricity charges can be recovered in time. Some local government departments and enterprises facing bankruptcy bring difficulties to the recovery of electricity charges.

Second, where is the crux of the difficulty in power marketing?

The main problems in power marketing are directly related to the survival and development of power enterprises themselves. For Qingyang Power Grid, the main reasons for these problems are:

1. The electricity price management policy weakens the price leverage and regulation, resulting in the price signal not being flexible to adapt to the changes in supply and demand. According to the electricity price reform plan issued by the General Office of the State Council, the National Development and Reform Commission recently issued three electricity price management measures, namely, the Interim Measures for the Management of On-grid Electricity Price, the Interim Measures for the Management of Transmission and Distribution Price and the Interim Measures for the Management of Sales Electricity Price. The National Development and Reform Commission said that this indicates that China's electricity price will implement a new pricing mechanism on the basis of these three methods. The on-grid electricity price set by the competent pricing department of the government shall be the same for newly built generators of the same type in the same area, and shall be announced to the public in advance. This electricity price management scheme is difficult to highlight the flexibility of price adjustment to supply and demand in the electricity market.

2. The sudden change of demand structure in the electricity market leads to the slow growth of electricity sales. Due to the restructuring of state-owned enterprises, many local enterprises stopped production or went bankrupt, and the electricity consumption dropped sharply. There is a big problem in the electricity sales structure of Qingyang Power Supply Company, that is, oil fields and chemical plants account for nearly 60% of the load. Once these two enterprises were overhauled or stopped production, the electricity sales directly declined.

3. The overall quality of the labor force has improved slowly, which makes it difficult to meet the development requirements. When the "power supply management office" was renamed as "customer service center", it marked a new beginning for power supply enterprises to serve customers. Power supply companies promoted "power marketing information system" and "customer service system" in the whole city, and opened "95598" service hotline, which opened a green channel for electricity service between customers and enterprises. With the help of modern computer technology, they have obtained hardware facilities convenient for customers, realized humanized management, changed from managing users to serving users, and changed from waiting for door-to-door service to active service, thus winning customers. Some managers say that power supply enterprises will eventually form a service system that serves the grassroots, produces services, operates service windows and serves customers. Such a one-stop transformation requires electric workers to strengthen their charging work and constantly improve their comprehensive quality.

4. The extended service and charging standards are not clear, which makes it difficult to mobilize the enthusiasm of employees and leads to passive work. Since the founding of New China, the power industry has always taken "people's electricity for the people" as its service purpose. In the process of developing from planned economy to market economy, power customer service keeps pace with the times, constantly adjusts itself and improves itself, and gradually completes the transformation from the outside to the inside and from low to high. In recent years, quality service has been deepened, service items have been broadened and service fields have been extended. However, the state has not issued the charging standard for extended services, which leads some customers, especially some resident customers, to make unreasonable demands on the power supply department, and even requires the power supply department to operate and replace the power distribution facilities maintained by customers themselves free of charge, otherwise it will besiege and abuse the staff, and even petition the relevant departments, which will lead us to be passive.

5. Lack of social integrity, local government intervention, and difficulty in collecting electricity charges. Electricity is a commodity, and it is a matter of course to use electricity to pay electricity bills. Why is it difficult to recover the electricity bill? As China is in the primary stage of the socialist market economy, the market operation rules are not perfect, and the social integrity is insufficient, the way of using electricity first and then paying money is subject to more administrative intervention in dealing with the relationship between power supply and consumption, and the power marketing work is passive, which is manifested in the difficulty in recovering electricity charges and the serious arrears of electricity charges. It is the local government that is the most difficult to recover the electricity fee, and the intervention of local government makes it more difficult for power enterprises to recover the electricity fee. Many local governments have formulated policies to support local key enterprises when developing their economies, but electric power enterprises are not among them. When the supported enterprises encounter operational difficulties, the electricity fee seems to be a free subsidy. Under the local protection policy, the amount of arrears is often the bulk of the arrears in various places. Generally speaking, local governments have the concept that electricity is a commodity, and support power enterprises to recover electricity charges in time. However, the intervention of some local governments or financial departments has made it more difficult for power companies to recover electricity charges. Some enterprises have poor management and poor economic benefits, which also leads to the failure of power enterprises to pay electricity bills in time. Because the electricity consumption of these enterprises accounts for a large proportion of the electricity consumption of the whole society, and the electricity bill is high, the phenomenon of lagging payment of electricity bill is particularly serious. In addition, individual users maliciously default on electricity bills, which is also the biggest headache for meter readers. Power workers carry forward the spirit of "doing everything possible", and the "three thousand" that has gone through hardships and thousands of words to collect electricity fees has basically not played any role. If decisive measures are not taken to cut off the electricity, the electricity bill will only be more and more owed, and the more it will be owed, the longer it will be.

Third, where is the power marketing road?

Faced with many unfavorable factors, how to take the road of power marketing?

Power supply companies should comprehensively apply various policies, implement active marketing strategies, develop high-quality services to cultivate the market, flexibly operate and stabilize the market, change the business thinking of "two networks" to expand the market, guide the use of electricity, continuously increase the share of the power market, actively strengthen marketing management, open up existing markets, tap potential markets, and cultivate new power markets, so as to make the development of the power market show a good trend.

Although SERC regulates the electricity price behavior of power enterprises through the supervision of the implementation of the national electricity price policy and maintains the fair competition order in the electricity market, the fundamental way to truly solve the existing problems of electricity price still lies in the electricity price reform. The electricity price reform cannot be carried out under the original planned economy operation mode, and a brand-new market operation mode must be established to make the electricity price reform have a place and carrier for implementation. Of course, the problem of electricity price does not belong to the problem that can be solved at the level of power supply companies. Then, power supply companies can only make a fuss about opening up the market, providing quality services and recovering electricity charges.

(A) quality service is a reliable guarantee for power marketing.

Quality service is an important part of power marketing. High-quality service is to think about what customers think in marketing and provide convenient, fast and high-quality services for customers, so as to improve the reputation of enterprises, enhance their competitiveness and expand the electricity market. Electric power enterprises should change from "sitting in business" to "traveling in business", from "users turn around electricity" to "electricity turns around users", and strive to improve the service quality with the promise of service as the driving force and the "demonstration window" as the leader, so as to make the requirements of users become the direction of continuous efforts of electric power enterprises.

1. Comprehensively improve the quality of marketing personnel and create a new level of quality service. Strengthen the training of marketing personnel. Implement the three-year training plan for marketing personnel, gradually adjust the knowledge structure of marketing team, improve the quality of personnel in an all-round way, strengthen the awareness of "excellent service" in marketing management, enhance the marketing awareness, service awareness and competition awareness of marketing personnel, and improve marketing skills.

2. Strengthen window construction and improve service institutions. Business outlets are an integral part of the market and a window to provide customers with quality services. Strengthen the network construction, unified planning, rational layout, to provide customers with a clean and beautiful environment; It is necessary to take the opportunity of building a "civilized demonstration window", pay close attention to the construction of business outlets, change the concept of business personnel, improve the quality of business personnel, and truly establish the idea of "people's power industry for the people"; Simplify business processes and improve work efficiency; Implement the social service commitment system for power supply, shorten the installation period, and do everything possible to let customers use electricity early and make good use of it; At the same time, it is necessary to establish a marketing information system to meet the needs of customers for inquiry, maintenance and complaints at any time; With good service attitude and excellent business skills, customers will be happy and satisfied.

3. Use scientific and technological means to create a variety of convenient and fast service methods. Accelerate the development and promotion of marketing information system, apply advanced service facilities and means, and realize business expansion through telephone and internet. , and can complete the payment of electricity charges through bank networking and other means. And try our best to provide thoughtful, convenient and fast service to customers to meet the needs of different customers.

4. Strengthen the power grid construction and improve the reliability of power supply. Power grid is the material basis of power marketing, and it is also the basic means for power enterprises to provide high-quality electric energy to the society. Strengthening power grid construction, ensuring the safe operation of power grid and realizing continuous, stable and safe power supply are also one of the important contents of quality service for power enterprises. Although the rural power network transformation has been carried out in three phases, from the development reality, these power construction is still far behind.

5. Strengthen internal management. With deepening the contracting of line transformers and improving the application level of marketing information system as the main line and taking "service, benefit and risk avoidance" as the theme, we will speed up the construction of marketing system and "95598" customer service system, effectively reduce the line loss of distribution network, improve the marketing management level and the professional and technical quality of employees, fully complete the working ideas of various marketing indicators and tasks, and create standardized, efficient, convenient and diversified services.

6. Provide paid promotion services. Power supply companies connect wires to customers' homes, replace switches and install protectors to solve the problem of high internal electricity prices of customers and help deal with the faults of some customers' own electrical equipment. The development of these extended services has been well received by customers and gained a good social reputation. But what's behind the fame? The staff of the customer center of the power supply company once received a phone call to report a power outage and drove to the customer's home 10 km away for emergency repair, but the power outage was only due to the damage of the light bulb. This kind of free extension service, only 2 yuan money to replace a light bulb, will consume manpower and material resources, at least as high as 200 yuan. Replace fuses, repair switches, protectors and other services. It is puzzling in customers' homes: how long can the free extension service of power supply enterprises last? Qingyang power supply company must implement paid extended service and constantly improve the supporting operation mechanism.

(2) Market development is an important part of power marketing.

On the basis of actively analyzing and studying the market, we will strive to discover, change and create new power demand.

1. Pay attention to organizational innovation and technological innovation, and strengthen marketing management. First, power marketing must run through the whole process of production and operation activities of power enterprises, break the existing human resource distribution system, and establish effective incentive mechanism, employment mechanism and distribution mechanism in each link. Second, vigorously promote the combination of technology and marketing, and accelerate the implementation of computer network control and management in the whole process of power marketing; Completely break the situation of compartmentalization and monopoly, form a power consumption information sharing mechanism, and make business processing more transparent and procedural. Thirdly, on the basis of the existing power business management information system, speed up the practical process of electronic business process in the marketing link of county bureau; Establish a comprehensive information system for electric power marketing, and improve the marketing monitoring and decision-making ability. Fourthly, improve the technical support system of demand-side load management, further expand the demand analysis function, and provide modern management means for marketing strategy research and load forecasting. The fifth is to establish an all-round and multi-level service network system, promote the application of e-commerce technology in the marketing process, and focus on building online marketing. Use online media to publicize and display corporate image and business philosophy, and carry out online information inquiry, online business consultation, online power operation and other activities.

2. Strengthen market research and analysis, and constantly seek new growth points in the power market. Strengthen market research, divide market customers into several customer groups with similar electricity consumption attributes according to the diversity of customer demand and the difference of purchase behavior, study their demand law, predict their demand, and put forward measures and methods to stimulate demand.

3. Open the electricity market with price leverage. Using price leverage to develop electricity market is not only the most effective means, but also a complex task. On the premise of ensuring that the comprehensive electricity price level meets the national macro-control objectives, we will study and design various electricity prices that can stimulate customer demand according to the power quality and services provided.

4. Use laws and regulations to guide the use of electricity. Electric energy is a kind of pollution-free energy. Make full use of the Environmental Protection Law and the Air Pollution Prevention Law promulgated by the state, actively cooperate with provincial governments and environmental protection departments to control air pollution, guide customers to adjust the energy consumption structure, and promote the projects of replacing coal, oil, firewood and gas with electricity. Use energy-saving law and corresponding policies to promote rational use of electricity in society, guide customers to adjust their electricity consumption patterns, widely use energy storage power devices, expand off-peak and seasonal electricity markets, and reduce electricity costs.

Guide low consumption. In recent years, the peak-valley difference of power grid has gradually widened, and the development potential of low-valley electricity is huge. If effective incentive and guidance measures can be taken, such as introducing the peak-valley electricity price of residents' life on the basis of the existing peak-valley electricity price and developing the low-valley electricity, the operation economy of the power grid can be greatly improved, which is of great benefit. It is necessary to actively guide customers to consume during low power consumption periods, help customers reduce the cost of electricity consumption, and expand the power market during low power consumption periods. The average electricity price has risen by guiding the use of electricity in low valleys. Investigation on power consumption structure

5. Use exhibition halls and demonstration communities to guide electricity consumption. Establish exhibition halls for energy saving, electricity saving and electrical products, hold exhibitions for energy saving, electricity saving and electrical products, and adopt a combination of graphic, audio-visual and personal participation, so that customers can experience the great benefits brought by electricity at multiple levels and angles, increase their perceptual knowledge, guide customers to change their traditional concept of energy use, advocate modern lifestyles and improve their living standards.

Establish an electrified demonstration community, organize various organs, schools, enterprises and institutions to visit the electrified demonstration community, increase credibility by expressing opinions, enhance people's desire for electrification of life, and promote the process of electrification of life.

Strengthen the demonstration and publicity of new electric power technologies. Gansu Electric Power Company has introduced a large number of preferential measures to encourage customers to adopt new power technologies and products. In particular, in the near future, we will focus on promoting regenerative electric boilers, ice storage cold (water) refrigeration and air conditioning, and electric heating films. Actively promote the application of environmental protection, energy storage and energy-saving power technologies and products, promote the transformation of customers' energy consumption structure to electric energy use, and increase the proportion of electric energy in terminal consumption energy. Make full use of the relevant policies of the provincial price bureau and provincial companies to trigger demand.

6. Guide farmers to consume. The rural market, especially the transformation of rural power grid and the implementation of "two reforms at the same price", has great potential for electricity consumption growth. Through investigation, Qingyang rural electricity consumption is the biggest potential market. In order to effectively tap the potential power market in rural areas, it is first necessary to change farmers' awareness of power consumption, inject new marketing concepts into entrusted rural power enterprises, strengthen contact with villagers, understand their problems and solve them in time. It is suggested that the establishment of "electrified demonstration village" should be based on the electrified rural model to promote rural power consumption.

7. Help customers expand their demand. Marketers should change the previous state of power marketing, put themselves in their shoes and pay attention to customers, and try to help ordinary people get rich. For example, the staff of Changqing Bridge Power Supply Station, through investigation, suggested and strongly supported interested villagers to open mills, dig wells, increase equipment and expand their operations, which not only made the villagers' pockets more bulging, but also increased their electricity consumption.

8. Cultivate the potential power market. Through the systematic and scientific analysis of load calculation, it is concluded that in the electricity consumption structure of Qingyang City, the domestic electricity consumption and commercial electricity consumption of urban and rural residents have potential to be tapped. Cultivating the potential electricity market is related to the stable development of the electricity market and the development of the electricity market, which must be carefully studied and valued. It is necessary to grasp the development trend and direction of future power consumption, aim at the future power market, and develop new technologies and products that are conducive to expanding power consumption or promoting the increase of power grid load rate, such as electric vehicles, household electric heating centers, and household distributed electric heating. And cultivate potential new power market growth points.

9. Implement energy substitution. The market of electricity, gas and coal can be changed, which is the requirement of market law. Shortly after the induction cooker entered Qingyang City, a child in Xifeng District was injured by hydrogen balloon explosion, and the local government appealed to the public to avoid using inflammable and explosive materials in restaurants. Qingyang Power Supply Company seized the business opportunity, took the hot pot restaurant in the city as a breakthrough, strengthened the publicity of induction cookers, and even promised that indoor wiring would do it for customers. A month later, the electricity sales of hot pot restaurants alone increased by 50,000 kWh. At present, 98% hot pot restaurants in Xifeng City have replaced gas stoves with induction cookers. This marketing awareness is worthy of recognition.

10. Expand market share. Pay attention to market development and change "waiting for the market" into "discovering the market". After Qingyang Power Supply Company learned that Changwu County of Shaanxi Province planned to solve the power supply problems in Pingliang and Qingyang due to coal mine development, the competent leaders contacted the Changwu County Electric Power Bureau several times and invited them to check the power supply problems in Qingyang. Finally, the two sides reached an agreement that the trans-provincial and trans-regional power marketing has made Qingyang Power Supply Company take substantial steps since the implementation of the power system reform.

(3) Electricity charge recovery is the final performance of power marketing.

The establishment of a customer service center based on computer system can honor the preferential electricity consumption policy on time and provide customers with convenient payment services. For several large users, the customer service center has formulated the assessment and reward methods for electricity charge recovery, signed the contract responsibility letter, strictly collected the penalty for electricity charges, signed an agreement with the bank to collect electricity charges at home, carried forward the spirit of "three thousand" by all means, and ensured the monthly electricity charge recovery of 100%.

1. Vigorously implement the method of charging by installments, paying money first and then using electricity to avoid the risk of electricity charges.

2 the implementation of electricity management system and electricity recovery assessment methods. We will intensify the assessment of heavy rewards and heavy penalties for electricity fee recovery, and grass-roots units will decompose and implement their responsibilities at different levels, and implement the collection method of "guarantee to households".

3. Take measures to stop and limit electricity as soon as possible for malicious arrears households.

4. Resolutely implement the "Measures for the Administration of Electricity Charge Recovery Assessment of Electric Power Bureau" and strengthen the management of electricity charge recovery of county electric power bureau.

(D) Image marketing to optimize the external environment of power marketing.

Image marketing is to establish a high-quality, reliable and reasonable-priced image of power products and a corporate image of "People's Power Industry for the People" in the eyes of the whole society and consumers by publicizing the image of power products, the purpose of power supply service, the concept of high-quality service and the policies of power laws and regulations, so as to improve the trust of the whole society in power enterprises and the recognition of comfortable, safe, efficient and clean electricity use, and enhance the sense of demand for electricity.

1. Advocating publicity projects. It is necessary to make effective use of the "four-door" advantages of marketers, advocate the activity of "everyone is a propagandist" with great fanfare, publicize meter reading wherever they go, and publicize construction wherever they go.

2. Seize the propaganda position. Using city billboards, Longdong newspapers, TV stations and other local propaganda positions, electric power advertising light boxes were made in Guangming Street, West Street. Two prime-time columns, power marketing and quality service, are set up in the noon news and evening news of "TV station", which are rolled out every day to vigorously publicize the electricity consumption of urban and rural residents managed by "four households" Hundreds of thousands of publicity materials have also been printed, and consultation points have been set up on the streets by stages on holidays, and propaganda vehicles have been sent around the streets to publicize, which has received good results.

3. Use radio, television, newspapers, magazines, internet and other media to strengthen publicity. Print all kinds of brochures, set up large-screen electronic display screens and light boxes in busy urban areas, focus on promoting power products, form a cumulative effect of publicity among customers, guide the public to fully understand and recognize the advantages of power products, and increase consumption desire.

4. Hold regular press conferences, press conferences, exhibitions and other activities. Communicate with customers and expand the influence of enterprises. At the same time, pay attention to expanding the scope of publicity, do a good job in publicity work in all districts and counties, especially pay attention to publicity and guidance to rural customers, and actively guide rural electricity consumption by sending publicity materials to the countryside, sending quality services to the countryside, and organizing visits to electrified villages to open up this vast rural market.