An Empirical Study on the Marketing Strategy of Power Suppliers aimed at Large Capacity Customers under the Liberalization and Privatization of Power Industry

• Main Authors: Ying-Chao Chang, 張穎潮
• Other Authors: Yun-Hua Su
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/96199259526240769466

碩士 === 靜宜大學 === 管理碩士在職專班 === 96 === ABSTRACT This study is aimed at discussing how to overcome difficulties, developing an unique marketing strategy, increasing the electricity generation, exploring more clients, expanding the electricity sales volume, creating business continuity of all power suppliers after the Liberalization and Privatization of power industry. The first section in this study takes the qualitative method by visiting senior executive officers of the state-run Taiwan Power Company and private power companies, discussing the influence of the Liberalization and Privatization on power suppliers, and their suitable general administration and marketing strategy to large capacity customers. The second section designs the questionnaire in accordance with the first section to acquire divergent opinions of executive officers of both Taipower relative departments and private electricity companies. All in all, conclusions are as follows： 1、Influences on companies of electric industries after the liberalization and privation of electric industry. (1) After liberalization, the competition between the state-run and private power company will increase their employees’ stress. (2) After the liberalization if Taiwan Power Company takes the strategic responsibilities, the flexibility of their administration will be fixed. (3) If Users could choose the power supplier by themselves, the most users would make a new choice. 2、Appropriate general running strategies of power suppliers Under the liberalization. (1）Constructing abundant and steady power-supplying ability. （2）Acquiring long-term steady fuel supplies and ensuring the stability of electricity generation. （3）Raising the equipment efficiencies and increasing the generations and amounts of electricity. （4）Developing the core businesses as well as the core technicalities. （5）Establishing fuel assessment mechanism and long-term contract to decrease the fuel costs. （6）Establishing the raw material demand prediction and plans to control reserves on-hand and decrease the reserve costs. （7）The consistence of equipments to lower the building and maintenance cost down. （8）Scrupulous environment assessments as well as the choices of the power plant location. 3、Appropriate marketing strategies of power suppliers to the large capacity customers under the liberalization. （1）Adopting the way of different price at different time. （2）Offering customers stable and reliable power supplies. （3）Pushing customer relationship managements and establishing a customer service center to serve large capacity customers by personnel （4）Adding extra value of using power, like free electric power technical information and load managements. （5）Offering diversified services, like operation computerized and internet services. （6）Offering require services for larger capacity customers. （7）Making different prices according to different requires. （8）Offering computerized power supplies. （9）Selling power products and services at the same time. (10)Configuring suitable base load and peak load associations. (11)Proceeding environmental analysis to meet environmental protection development situation.