Electric Power Marketing

Author: Wang Xuejun et al.
Publisher:
Publishing Date: 2000-09-01
Features: This is currently the most comprehensive and systematic work on the marketing of electric power, as well as the first to understand the production and management of electric power enterprises from the perspective of marketing rather than production or technology. It is rooted in the forefront of knowledge economy and market economy, as well as the forefront of the discipline of electric power marketing, employing a brand-new vision, perspective, concepts, and thinking mode. Combined with the characteristics and practices of the electric power industry, it elaborates in detail the fundamental concepts and principles of electric power marketing, and for the first time proposes an overall framework for the discipline. It highlights the following central issues in electric power marketing:
· It explains the core concepts of electric power marketing and their differences from marketing other products.
· It clearly proposes the philosophy of electric power marketing management that should be established.
· It analyzes the impact of macro-environmental factors such as China's entry into the WTO, the advent of the knowledge economy, and changes in social culture on electric power marketing. It also uses the principle of competitive dynamics to analyze the impact of the micro-environment on electric power marketing, and explores the strategic management approaches that electric power enterprises should adopt in the new environment.
· It studies the characteristics, behavior, and influencing factors of electric power demand from the perspective of electric power consumers and organizations, rather than the traditional production- or technology-oriented approach. This shift in perspective represents a qualitative leap in the management philosophy of electric power enterprises.
· It systematically elaborates on the theory and challenges of demand forecasting and analysis in electric power marketing, along with case studies. Using the principle of market segmentation and combining the characteristics of the electric power industry, it explores issues such as the commercial operation of generation markets, transmission and distribution markets, and interconnected grids. This approach will be highly significant whether in the early stages of electric market development ("separation of power plants and grids, bidding for grid access") or in the later stages of mature and fully marketized electric markets.
· It proposes the concept of the "holistic electric power product" for the first time and deeply examines the issues of high-quality electric power service and service strategies from the perspective of the essence, strategies, and management of "service marketing."
· Based on the analysis of factors influencing electricity price determination methods and the trend of electricity prices in China, it proposes adjustment strategies such as peak shaving, valley filling, and differential pricing, which hold significant reference value for the current electricity price reform. The book also provides a detailed exploration of economic pricing methods, which differ greatly from traditional "accounting-based pricing methods." These strategies and approaches offer fresh insights.
· It comprehensively discusses electric power promotion, the promotion mix, and related promotional measures.
· Given the highly technological nature of the electric power industry, it provides an in-depth explanation of the technical support system for electric power marketing, emphasizing the planning, organization, implementation, and control of electric power marketing, which will be key tasks for the electric power marketing department and its staff.
· The book also focuses on analyzing the status of electric power marketing and industrial reforms in the United States and the United Kingdom, which will provide valuable insights for the reform of China's electric power industry.
· Finally, it comprehensively and systematically elaborates on demand-side management (DSM), which will be one of the key management focuses for electric power marketing departments and staff in the future. It is not merely a method but more importantly a profound transformation guided by marketing principles. Its emergence benefits society—energy conservation, environmental protection, and sustainable economic and social development; electric power companies—lower investment, higher returns, and load structure optimization; and users—increased electricity consumption with cost savings.
The book is both a summary and synthesis of the research findings of numerous scholars in the field of electric power marketing and a continuation of research and exploration in this discipline. It is filled with traces of exploration, and in some aspects, ideas are still forming. The purpose of presenting them is to sincerely "throw a brick to attract jade," aiming to promote the development of electric power marketing. The publication of this book sincerely hopes to elevate the management philosophy of electric power enterprises to a new realm. It is suitable not only for personnel engaged in electric power operations and marketing in various levels of electric power companies and power supply bureaus but also for employees of various electric power enterprises, including power plants, as well as individuals and organizations, including the government, interested in electric power marketing.