Electricity Supplier Marketing: Interest Driven Price Fraud

Since the development of the electricity supplier industry, the situation of price fraud has been common. But why are the electricity providers being uneducated and fraudulent? The reasons can be summed up as three points:

First, interest driven.

According to the Statistics Bureau, the number of online retail sales increased by 39.3% from January to May this year.

It is estimated that in the next few years, the scale of China's export e-commerce will remain 20%-25% growth, and will reach 6 trillion and 640 billion yuan in 2017.

Driven by huge interests, more and more people will step into the electricity supplier market.

Fierce competition has prompted e-commerce companies to resort to various means to attract consumers. False prices are not only a gimmick to attract consumers, but also a way for e-commerce platforms to deal with price wars.

Second, the electricity supplier has certain pricing freedom for the goods sold.

It is understood that, according to the data analysis tools, e-commerce enterprises and shopping malls supermarket entities offer different pricing or discount for customers who have different purchase frequency, total purchase amount, and the number of related products purchased under different buying situations.

This is also a way that enterprises can bypass price regulation through pricing bundles of products, products, products and services.

Third, the current laws and regulations on e-commerce are not yet perfect, especially for the punishment of online shopping price fraud.

China's penalties for electric business enterprises are too low. This also causes the illegal cost of electricity supplier enterprises to be low. Even if the price of price fraud is investigated by the relevant departments, it is not easy to judge the specific quantity and the amount of the penalty, which can only be symbolically fined, and the illegal income is far greater than the fine.

This is also true.

The important reasons are frequent now.

Every time after the big promotion, there will always be big complaints. Price fraud is one of the hotspots.

Price concessions are like "wolf" children, consumers may be cheated one or two times, but over time, the electricity supplier has killed consumers' trust in the enterprises. Once consumers lose credit to the electric business enterprises, they will bring about their trust.

Far greater than the benefits of price fraud.

Electricity providers should not lose long-term benefits because of short profits. "Picking up sesame seeds and throwing watermelons" is not desirable.

One of the important reasons for price cheating is that

The punishment is not enough. When the interest is greater than the punishment intensity, it forces the enterprise to take risks.

For the frequent price frauds of e-commerce enterprises, the government departments also attach great importance to it.

Recently, the NDRC issued a formal explanation of the relevant provisions of the "Regulations on price prohibition fraud" to clarify the criteria for the determination of price fraud, and clearly pointed out that the three cases of online trading platform constitute price fraud.

In order to purify the competitive environment of the electricity supplier industry, we can start from the following points: first, the introduction of the law requires more detailed implementation.

At present, the industry calls for the development of the electronic commerce law. Meanwhile, it is suggested that "serious punishment" should be put into practice to increase the deterrent effect of the law.

Second, the pricing department should increase the supervision of these illegal business operators; third, the electricity supplier platform will be jointly and severally liable for price fraud, which will also force the internal audit to intensify supervision.

Fourthly, for consumers, they should be brave enough to take up legal weapons to safeguard their legitimate rights and interests.

At the same time, we can use price inquiry, historical price tracing and other query tools to understand the price of electricity providers better.