Analysis of Marketing Competitiveness of Power Generation Enterprises Based on Fuzzy Theory Method

With the continuous development of the global economy and the sustained growth of electricity demand, competition in the electricity market has become a prominent focus. Marketing competitiveness is an emerging theory of enterprise competitiveness. Practice has proven that marketing competitiveness constitutes an important part of core competitiveness, which is the foundation for the survival and development of enterprises. Therefore, valuing marketing competitiveness will play a key role in the position of enterprises in the market. Under the influence of the trend of deregulation, the ability of power generators or large users to influence market prices - marketing competitiveness - has become an important factor affecting the fairness and efficiency of market competition. This article designs an evaluation system covering 10 indicators such as market share, average quotation, and bid winning rate from three dimensions: unit structure characteristics, trading behavior, and market influence. Based on the order relationship analysis method, the weight coefficients of each indicator are calculated to obtain the comprehensive indicator evaluation results of the electricity market. The article uses actual data from a regional electricity market in China for empirical analysis, and the results show that the proposed identification method can effectively identify units that abuse market competitiveness with high accuracy. It can provide decision-making references for regulatory authorities to prevent market competitiveness risks and has positive significance for promoting the standardized development of the electricity market.