Marketing Models and Value-added Services of Power Grid Enterprises in Chinese Electricity Market Environment

The marketing of power grid enterprises has been facing unprecedented opportunities and challenges, brought by the reform of the power system and the construction of an energy internet environment ongoing in China. It is a pressing problem at present that what kind of marketing strategy should be adopted by power grid enterprises to enhance user stickiness and further expand the business of selling electricity. In this paper, the new marketing strategy of power grid enterprises in the energy internet environment is put forward from two aspects of the marketing model and the value-added service, based on the new situation and new demand brought by the reform of the power system. Firstly, the specific marketing model includes assisting large users to directly participate in market transactions, providing the service of electricity trading in the secondary market, and gradually establishing cultivation and service of the power spot market trading system for users. Secondly, value-added services are provided to users individually, or bundled with power sales services, the main purpose of which is to attract more users to choose the power grid enterprises as the main body of the electricity sale, so as to lock the market share and further create greater market revenue. Introduced marketing strategies can help power grid enterprises meet challenges and seize opportunities in the energy internet environment. By adjusting the marketing strategy, making a big market, expanding value-added service and attracting massive users, it can help the power grid enterprises to form the core competitiveness, grasp the initiative and realize the sustainable development.