For thermal power enterprises, the traditional business model of scale expansion and a single product line restricts the development of electricity marketing. Therefore, to achieve the transformation and upgrading of their electricity marketing, this study starts from the current situation of the electricity market and introduces in detail the market-oriented electricity marketing strategies of thermal power enterprises from four aspects: product strategy, price strategy, channel strategy, and promotion strategy. The analysis finds that a market-oriented electricity marketing strategy is not only an inevitable choice for thermal power enterprises to respond to current challenges but also an essential path for them to move toward high-quality development. Through continuous innovation and upgrading, thermal power enterprises will maintain a leading position in fierce market competition, achieve sustainable development, and make greater contributions to the prosperity and development of the energy industry.