郴州电力公司市场营销策略研究

发布时间：2018-01-16 12:35

本文关键词：郴州电力公司市场营销策略研究　出处：《湖南大学》2013年硕士论文　论文类型：学位论文

【摘要】：电力市场营销是供电企业经营的核心,在市场经济条件下,电力营销一直在电力市场的前列，这是电力行业市场化改革的必然要求。电力市场营销为供电企业研究建立更具建设性意见，与消费者联系更加紧密，同时建立相应的营销策略并且在理论和策略上进行探索。论文是基于对中国的电力市场和郴州电力具体实际情况，组合的现代营销理论和实践的企业营销现状。发现目前郴州电力公司存在产品组合单一、服务观念薄弱，营销渠道单一，，法律意识不强等一系列问题。经过广泛的研究和宏观环境的分析，就是将郴州电力公司的营销环境分析透彻后，得出郴州电力公司SWOT模型，也就是外部机会、威胁；内部优势和劣势。同时，将电力市场的特点与郴州电力公司情况相结合，对郴州电力市场进行市场细分和确定目标市场的前提下，制定出电力公司长远有效的营销策略组合，提出4P+S营销组合策略，然后对营销相关的品牌、价格、产品、服务、促销等策略详细阐述。其中产品品牌方面有产品差异化策略，服务方面针对窗口服务、提升顾客满意度等方面也提出了具体的策略和要求，在价格方面主要是加强成本控制以提升竞争力。本文希望能够为市级的电力公司在新型市场环境下的一系列工作提供有效借鉴。在文章的结束部分，本文还提出了一系列的保障措施，包括人员保障、技术保障、实施控制等。这样形成了一套完整的营销方案体系。本文所提营销战略不仅适合郴州电力公司现有的状况,而且能够扬长避短、较好的解决营销中的问题。对郴州电力公司进一步健全完善市场营销体系,丰富市场开拓内涵具有较强的实际意义。同时，对同类电网经营企业也具有一定参考价值。
[Abstract]:Power marketing is the core business of power supply, under the condition of market economy, the electric power marketing in electric power market has been the forefront, it is an inevitable requirement of the market reform of electric power industry. Power marketing for power supply enterprises on the establishment of a more constructive comments, and consumers more closely, and establish the corresponding marketing strategy exploration and in theory and method.
This paper is on the Chinese power market and Chenzhou power actual situation based on the combination of modern marketing theory and practice of the marketing status quo. Found at the Chenzhou electric power company has a single product portfolio, the concept of service marketing channels for a single, weak legal consciousness is not strong and a series of problems. Through the analysis of extensive research and macro environment. Is the Chenzhou electric power company's marketing environment after thorough analysis, the SWOT model of Chenzhou electric power company, is also the external opportunities and threats; the internal strengths and weaknesses. At the same time, the characteristics and the Chenzhou electric power company electric power market combined with the market segmentation and the premise to determine the target market of Chenzhou power market, develop the marketing strategy of power company long-term effective, put forward 4P+S marketing mix strategy, and marketing related to the brand, price, product, service, marketing strategies. Fine. Which brand has elaborated product differentiation strategies, services for window service, improve customer satisfaction and other aspects also puts forward strategies and specific requirements, in terms of price is mainly to strengthen cost control to improve the competitiveness. This thesis hopes to be a series of municipal power companies in the new market environment provide effective reference. In the final part of the article, this paper also put forward a series of security measures, including personnel security, technical security, control implementation. This has formed a complete marketing system.
The marketing strategy is not only suitable for Chenzhou electric power company's existing situation, but also can avoid weaknesses, solve the marketing problems of Chenzhou electric power company. To further improve and perfect marketing system, enrich the connotation of market development and has strong practical significance. At the same time, also has a certain reference value for similar power grid enterprises.

【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.61;F274

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