Analysis of Marketing Strategy of Electricity Selling Companies in the New Situation

With the liberalization of the electricity selling side, the electricity selling market has changed from a single seller market to a buyer's market, that is, the buyer can buy electricity through multiple sellers, and the competition in the electricity selling market has gradually increased. Su...

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Bibliographic Details
Published inJournal of physics. Conference series Vol. 1187; no. 2; pp. 22043 - 22051
Main Authors Gong, Taorong, Li, Dezhi, Liu, Yuting, Wang, Guanhong, Zhu, Haoming
Format Journal Article
LanguageEnglish
Published Bristol IOP Publishing 01.04.2019
Subjects
Competition
Data analysis
Electricity
Electricity consumption
Market strategy
Marketing
Strategy
System dynamics
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Summary:With the liberalization of the electricity selling side, the electricity selling market has changed from a single seller market to a buyer's market, that is, the buyer can buy electricity through multiple sellers, and the competition in the electricity selling market has gradually increased. Successful marketing strategy can enlarge the popularity of power selling companies, attract more users, and make them invincible in the competition. This paper first analyses the marketing strategies that can be adopted in the competition. Subsequently, through the system dynamics model, the benefits brought by the strategy are studied and simulated to verify the effectiveness of the strategy. Finally, this paper concludes that the strategies that electricity sales companies can adopt are: diversified products, differential pricing, broadening channels and deepening cooperation, and using big data analysis to promote users' electricity consumption behavior.
ISSN:1742-6588
1742-6596
DOI:10.1088/1742-6596/1187/2/022043