Anti-crisis Marketing at the Enterprises of the Energy Complex in a New Reality

The global economic crisis of 2020 had a significant impact on all sectors of the Russian economy. The electric power sector is one of the most important for the well-being of the population of the Russian Federation, however, during the crisis, it suffers significant losses due to a decrease in energy consumption. An increase in electricity tariffs was also noted, which contradicts the main goals of the industry regulation and a decrease in the investment attractiveness of the industry. In order to solve these problems, the authors became interested in the question of whether marketing is able to contribute to the recovery of energy enterprises from the crisis, whether it can have a significant impact on the development of the industry and what marketing methods should be used to implement these tasks. To achieve the objectives of this study, the authors consider the theoretical aspects of marketing activities at enterprises of the fuel and energy complex, study the main directions of marketing activities both in the domestic and foreign markets. The main trends of marketing activities are highlighted and the state policy in relation to the enterprises of the energy sector is determined. It is noteworthy that the theory and practice of marketing activities at enterprises of the fuel and energy complex has not yet been formed, therefore, the authors’ contribution consists in systematizing the studied information, as well as in identifying key areas of activity in conditions of instability, taking into account the influence exerted by the crisis. The result of this work was the conclusions regarding the priority areas of marketing activities at the enterprises of the energy sector related to pricing management, the development of a green economy and attracting additional investment. Also, methods of communication with stakeholders were chosen, aimed at informing and motivating buyers and investors of electricity.