县级供电企业市场营销风险分析与对策研究

发布时间：2018-02-01 16:45

本文关键词： 营销风险电费回收风险服务风险群决策　出处：《华北电力大学》2013年硕士论文　论文类型：学位论文

【摘要】：县级供电企业作为配电零售企业,电力市场营销是其经营管理的核心,也是企业经营成果的最终体现。县级供电企业逐步成为自主经营、自负盈亏、自我约束、自我发展的企业法人和经济实体,市场营销风险不容忽视,市场营销风险管理的水平直接影响到企业的经营绩效,电力企业市场营销风险尤以电费回收风险和服务风险最大。在对风险、营销风险和风险管理的基本概念进行深入研究后,本文着眼于县级供电企业电力营销业务所面临的主要风险：电费回收风险和服务风险,以富阳市供电局为例,对两种风险的因素、原因进行全面细致的分析,在分析的基础之上引入一种模糊群决策的风险评估方法,模糊群决策可以缓解个别评价者因个人偏好或岐视而带来的偏差,提高了评价的客观性和决策效率,降低了错误决策的风险。通过模糊群决策风险评估方法对县级供电企业电力营销面临的风险水平进行定量评估,并给出一个具体的操作实例,最后针对上述两种主要风险,制定了主要的风险控制策略：电费回收风险控制策略和服务风险控制策略,最后详细介绍了富阳市供电局针对两项风险的预防管控措施。本文通过研究县级供电企业营销风险并提出相应的对策,有利于提高电力企业的经济效益以及企业的竞争力,对其他县级供电企业的营销风险管理也具有一定的参考价值。
[Abstract]:The county power supply enterprises as distribution retail enterprises, electric power marketing is the core of its management, is the ultimate embodiment business results. The county power supply enterprises gradually become autonomous, self financing, self restriction, self development and corporate economic entities, marketing risk can not be ignored, the marketing risk management directly affect the level of the performance of enterprises, the marketing risk of electric power enterprises especially in the electricity recovery risk and service risk.
On the basic concepts of risk, marketing risk and risk management of the in-depth study, this paper focuses on the main risks faced in the county-level power supply enterprise marketing business: electricity recovery risk and service risk, Fuyang City Power Supply Bureau as an example, the factors of the two kinds of risks, for a comprehensive and detailed analysis, risk assessment a fuzzy group decision making method is introduced on the basis of the study, fuzzy group decision can ease the individual evaluation due to personal preference or discrimination caused by the deviation, improve the objectivity of the evaluation and decision-making efficiency, reduce the risk of making the wrong decision. Quantitative assessment of face of county-level power supply enterprise marketing risk by fuzzy group decision making the level of risk assessment methods, and gives a concrete example of the operation, finally according to the above two main risks, formulating the risk control strategies are: wind electricity recovery Risk control strategy and service risk control strategy are introduced in detail, and the prevention and control measures for two risks are introduced in detail at the end of Fuyang Power Supply Bureau.
By studying the marketing risk of county level power supply enterprises and putting forward the corresponding countermeasures, this paper will help to improve the economic benefits and competitiveness of the power enterprises, and also have some reference value for other county level power supply enterprises' marketing risk management.

【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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