南京供电公司电力市场营销策略研究

发布时间：2018-01-11 12:40

本文关键词：南京供电公司电力市场营销策略研究　出处：《华北电力大学》2013年硕士论文　论文类型：学位论文

【摘要】：本文试图研究电力工业转型后的市场营销问题,力图为电力营销适应市场化的需要提供一些参考资料。本文从全国电力市场营运中暴露出来的普遍问题为出发点,以南京电力市场为剖析对象,南京供电公司必须在适应新的经济特点下,主动研究电力市场需求状况,根据市场需求的情况调整营销策略,面对市场、开拓市场,有的放矢,才能促使南京电力市场有新的发展。首先,论文在相关理论基础上,分析了南京供电公司电力市场营销的现状。同时论文分析了南京供电公司营销策略存在的主要问题,认为电力营销体系不能适应市场变化的要求,营销人员素质不高营销意识不强,对电力市场需求研究分析不够,对电力市场竞争缺乏系统研究是影响电力营销走向市场化的根本性问题,是南京供电企业要想获得持续发展迫切需要解决的问题。其次,论文进行了南京供电公司电力市场营销环境分析及策略选择。主要对南京电力市场营销进行了宏观环境的PEST分析和内外部环境以及企业自身优劣势的SWOT分析,对公司电力营销的现状进行了分析,找出其存在的不足和问题。然后,通过电力市场细分,确定公司电力营销的目标市场和主要营销方向,制定了公司的营销战略,进而提出公司的优质服务营销策略。最后,论文提出了南京供电公司电力市场营销策略的实施保障。并以此为基础,指出电力专营产品营销由价格竞争转向服务竞争,其成功的关键取决于营销服务的水平和营销服务质量,核心是打好服务牌。就供电企业而言,做好电力营销优质服务的策略的重点是整合服务要素、运用市场资源、重视员工职业素质培养,构筑好电力营销服务优质的“三大支持机制”,即：优质服务的常态运营机制、经济技术支撑机制、内部营销支持机制,以培育、提升电力营销优质服务的核心竞争力和整体运营能力。
[Abstract]:This paper attempts to study the marketing problems after the transformation of electric power industry. This paper tries to provide some reference materials for electricity marketing to adapt to the needs of marketization. This paper takes Nanjing power market as the object of analysis from the general problems exposed in the operation of the national electricity market. Nanjing Power supply Company must take the initiative to study the situation of electricity market demand, adjust the marketing strategy according to the market demand, face the market, open up the market, and aim at the target under the condition of adapting to the new economic characteristics. Only then can the Nanjing electric power market have the new development. First of all, the paper analyzes the current situation of power marketing in Nanjing Power supply Company on the basis of relevant theories. At the same time, the paper analyzes the main problems in the marketing strategy of Nanjing Power supply Company. Power marketing system can not adapt to the requirements of market changes, marketing staff quality is not high marketing awareness is not strong, the electricity market demand research and analysis is not enough. The lack of systematic research on the competition of power market is the fundamental problem that affects the marketization of power marketing, and it is the urgent problem that Nanjing power supply enterprises need to solve if they want to obtain sustainable development. This paper analyzes the power marketing environment of Nanjing power supply company and the choice of strategy. It mainly analyzes the macro environment PEST and the internal and external environment as well as the advantages and disadvantages of the enterprise. OT analysis. This paper analyzes the current situation of the company's electricity marketing, finds out its shortcomings and problems, and then, through the electricity market segmentation, determines the target market and the main marketing direction of the company's electricity marketing. Finally, the paper puts forward the implementation of the power marketing strategy of Nanjing Power supply Company, and on this basis. It is pointed out that the key to the success of electric exclusive product marketing from price competition to service competition depends on the level of marketing service and the quality of marketing service, the core of which is to play a good service card. As far as power supply enterprises are concerned. The key point of the strategy is to integrate the service elements, utilize the market resources, attach importance to the training of the professional quality of the staff, and construct the "three supporting mechanisms" for the good quality of the electric power marketing service. Namely: normal operation mechanism of high quality service, economic and technical support mechanism, internal marketing support mechanism, in order to foster and enhance the core competitiveness and overall operation ability of high quality electric power marketing service.
【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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