In China, with the rapid development of power industry, the reform of power system is gradually deepening. The basic orientation of electric power industry is "corporate reorganization, commercial operation and legal management". From now until the beginning of the 20th century, the competition mechanism will be gradually introduced into the power generation field, and an open power generation side business model will be gradually formed, that is, the market mechanism for power generation companies to compete for access to the Internet according to electricity prices. Therefore, the management, relevant policies, regulations and technical support of various power enterprises must meet the needs of China's power market. Key words: power enterprises manage power market With China's entry into WTO and the further deepening of power system reform, the supply and demand situation of China's power market has changed from a seller's market to a buyer's market in many fields. The problem faced by electric power enterprises is how to develop and occupy the market, so that electric power enterprises can survive and develop in the fierce market competition environment and play a greater role in China's economic construction. Therefore, it is the most important task for power enterprises to find out the current marketing situation of power market and find out positive marketing strategies. I. Changes in the situation of power supply and demand In the late 1980s, the United States and Britain took the lead in reforming the management system of the power industry, successfully transforming the traditional monopoly management system of power generation, transmission and distribution into a competitive system, and achieved great economic and social benefits. At present, the idea of competitive reform in the management system of power industry in Britain and America has swept the world. Since 1980s, China began to raise funds to run electricity, and the pattern of diversified power system gradually took shape. A large number of independent power plants have emerged, and the voice of bidding for power generation and fair competition is growing. At present, China ranks second in power generation capacity and annual power generation in the world, but there are many problems in management system, the most important of which are in two aspects. First, the disadvantages brought by monopoly operation. For example, there is no internal motivation to control costs and prices, improve competitiveness and improve service attitude and quality; It is difficult to be fair and just to other independent power plants. Second, when the supply and demand of electricity reach a certain degree of balance, or there is a slight surplus of electricity, it is impossible to carry out scientific, reasonable and fair management. For example, power plants require power generation, but when the power generation capacity is surplus, there is no rule to follow in how to dispatch economically. In the case of sufficient power supply, power supply enterprises still restrict the use of electricity and charge various extra fees, which seriously inhibits the development of the power market. All these indicate that the management system of China electric power industry needs to be reformed urgently. Due to the development of power industry and the adjustment of national economic structure, the situation of power supply and demand in China has undergone new changes. In the past 10 years, large and medium-sized projects were put into production every year in China. By the end of 196, the total installed capacity had reached 236GW. The contradiction between power supply and demand tends to ease, and the serious power shortage in most areas has been alleviated. In some areas, electricity supply exceeds demand, and power production began to shift from "seller's market" to "buyer's market". This change makes the power supply department be tested by unprecedented sales difficulties and impacts the management ideas of power enterprises. Power enterprises have changed from managers of power production and use to service providers and users, and the guiding ideology has also changed from distributing power and restricting power consumption to doing demand side management, strengthening load forecasting and encouraging users to use electricity. In order to promote power sales, some power supply enterprises consciously or unconsciously began to explore the working mode of power supply enterprises under the condition of market economy, which constantly changed/html/gongqiulunwen/dianlilunwen/200903/31-1003.html.