商洛地方电力市场营销服务的研究

发布时间：2018-01-13 04:23

本文关键词：商洛地方电力市场营销服务的研究　出处：《华北电力大学》2013年硕士论文　论文类型：学位论文

【摘要】：商洛市位于陕西省东南部,秦岭南麓,与鄂豫两省交界,辖商州、洛南、丹凤、山阳、商南、镇安、柞水7县(区),163个乡镇。商洛由于独特的地理位置,矿产资源丰富,加之国家在西部大开发对西部政策的倾斜,目前商洛已成为投资开发的热土,全国的客商纷至沓来。其为商洛经济的发展带来了蓬勃的生机,同时,也给电力企业的发展带来了难得的机遇。在电力市场需求增加的同时,对市场的营销服务也提出了更高的要求。而在电力供应保障方面,七个县(区)由两家电网公司负责电力供应,其中陕西省电力公司所属商洛供电局负责商州、洛南、丹凤、山阳四个县(区)的电力供应,市场份额达到了80%,陕西省地方电力(集团)公司商洛分公司负责商南、镇安、柞水三个县的电力供应,市场份额仅占20%。在这种形势下,商洛供电分公司要想生存和发展,唯有通过开展比商洛供电局更加高效、优质的市场营销服务工作,为客户提供更高品质的服务,以满足广大客户的用电需求,来巩固和扩大电力市场份额,树立起商洛地电的品牌形象,提高企业的经济效益和社会效益。本论文主要通过对现有电力市场的客户群进行细分,并制定了相应的服务策略和具体措施,通过为客户提供差异性服务,满足不同客户的不同需求,在保证中小客户满意度的同时,重点对授牌客户及潜在的重点客户提供差别化服务,从而培育了大客户的满意度和忠诚度。通过营销服务策略的实施,有效地巩固和开拓了商洛地电的市场,在两家企业的市场竞争中,达到了扩大市场份额、提高商洛地电的品牌形象以及提高企业的经济效益和社会效益的目的。市场营销服务工作的有效开展使得商洛地电在竞争中得以不断发展和壮大。
[Abstract]:Shangluo City is located in the southeast of Shaanxi Province, the southern foot of Qinling, and Hubei and Henan provinces border, jurisdiction over Shangzhou, Luonan, Danfeng, Shanyang, Shangnan, Zhenan, tussah 7 counties (districts). Shangluo has become a hot land for investment and development because of its unique geographical location, rich mineral resources, and the state's inclination to the western policy in the development of the western region. Customers from all over the country have come in succession. It has brought vigorous vitality to the development of Shangluo economy, at the same time, it has also brought a rare opportunity to the development of electric power enterprises. At the same time, the demand of electricity market has increased. In the power supply guarantee, seven counties (districts) are responsible for the power supply by two home appliance network companies, among which Shangluo Power supply Bureau of Shaanxi Electric Power Company is responsible for Shangzhou. Luonan, Danfeng, Shanyang four counties (districts) power supply, the market share reached 80%, Shaanxi Province Local Electric Power (Group) Company Shangluo Branch responsible for Shangnan, Zhenan, tussah water three counties of electricity supply. In this situation, if Shangluo Power supply Branch wants to survive and develop, it can only carry out more efficient and high-quality marketing service work than Shangluo Power supply Bureau. To provide customers with higher quality services to meet the needs of customers, to consolidate and expand the share of the electricity market, to establish the brand image of Shangluodi Power, and to improve the economic and social benefits of the enterprise. This paper mainly through the existing electricity market customer segmentation, and formulated the corresponding service strategies and specific measures, through the provision of differential services for customers, to meet the different needs of different customers. At the same time to ensure the satisfaction of small and medium customers, the focus on licensing customers and potential key customers to provide differential services, thus cultivating the satisfaction and loyalty of major customers. Through the implementation of marketing service strategy. It has effectively consolidated and opened up the market of Shangluodian, and has achieved the expansion of market share in the market competition between the two enterprises. The purpose of improving the brand image of Shangluodian and the economic and social benefits of the enterprise. The effective development of marketing service makes Shangluodian develop and expand continuously in the competition.
【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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