莲城供电公司电力市场开发规划研究

发布时间：2018-01-03 14:13

本文关键词：莲城供电公司电力市场开发规划研究　出处：《华北电力大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国经济体制改革和供电企业内部改革的不断深化，电力市场开发逐步走向市场，已经成为不可避免的事实。供电企业进行电力市场开发规划研究的意义在于：通过分析电力市场开发的微观和宏观环境，用户的用电需求，以及电力营销指标完成情况，来提升供电企业营销过程中重要的指标水平，从而使企业满足用户不断变化的用电需求，为客户提供智能化、个性化服务，方便用户，延长服务手段，提高企业经济效益。本论文的研究，将电力营销内外部环境战略要素评价模型和波士顿矩阵评价模型引入供电公司，完善营销管理工作，消除制约营销能力提升的薄弱环节，以更大限度地满足用户的用电需求，提高用户满意度。本文针对浙江省西南部莲城供电公司（代用名）的电力市场开发环境现状，，运用PEST分析法及SWOT分析技术，总结出影响电力市场开发战略的关键战略要素，并对关键战略要素指标运用层次分析法和德尔菲法建立内外部环境战略要素评价模型，并进行评价分析；通过对莲城供电公司各产业未来用电情况进行预测，将定性评价分析结果和定量预测结果相结合，运用到改进的波士顿矩阵中进行综合评价，以指导市场开发战略的制定。最后提出了莲城供电公司电力市场开发战略体系。本文的研究成果将为供电企业在制定市场开发战略时提供参考性建议，并为新形势下营销定位和市场开发战略要素的评价指标提供指导方法。
[Abstract]:With the deepening of the economic system reform and the internal reform of the power supply enterprises, the development of the electricity market has gradually moved to the market. It has become an inevitable fact. The significance of the research on power market development planning for power supply enterprises lies in: through the analysis of the micro and macro environment of electricity market development, the electricity demand of users. And the completion of power marketing indicators to improve the power supply enterprises in the process of marketing important indicators to enable enterprises to meet the ever-changing demand for electricity for customers to provide intelligent personalized services. This paper introduces the evaluation model of internal and external environment strategic elements of power marketing and Boston matrix evaluation model into the power supply company. Improve the marketing management, eliminate the weak links that restrict the promotion of marketing ability, to meet the needs of users to a greater extent, and improve customer satisfaction. According to the current situation of power market development environment of Liancheng Power supply Company in southwestern Zhejiang Province, PEST analysis method and SWOT analysis technology are used in this paper. This paper summarizes the key strategic factors that affect the development strategy of power market, and establishes the evaluation model of internal and external environmental strategic elements by using AHP and Delphi method, and carries on evaluation analysis. Through forecasting the future power consumption of various industries of Liancheng Power supply Company, combining the qualitative evaluation results with the quantitative prediction results, the paper applies them to the improved Boston matrix for comprehensive evaluation. Finally, the paper puts forward the power market development strategy system of Liancheng power supply company. The research results of this paper will provide reference suggestions for power supply enterprises to formulate market development strategy. It also provides guidance for the evaluation index of marketing positioning and market development strategy elements in the new situation.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.61

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