湛江供电局电力营销策略研究

发布时间：2018-02-16 19:13

本文关键词： 电力市场营销策略 SWOT分析层次分析法模糊评价　出处：《华南理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着电力体制改革的进一步深化和区域电力市场建设的全面推进，，传统短缺经济情况下的电力市场营销观念和策略已经不能适应当前电力市场供求关系的变化。因此，树立以市场需求为导向的营销观念，实施积极的营销策略，开发和占领市场已成为电力公司实现长远发展的一项重要任务。本文在分析湛江供电局现有营销策略现状及存在对市场发展趋势把握不明、市场细分程度有所欠缺的问题基础上，结合电力市场营销理论，提出在电力价格和用户服务做出改革的解决办法并付诸实践。本文的具体工作主要包括：（1）分析了电力市场营销基本原理、市场营销策略、电力市场营销等核心概念和策略。阐述了SWOT分析方法、4P营销策略的理论和4C营销策略的理论，为后续分析做好理论支撑。（2）对湛江供电局营销环境和市场主体进行详细分析；然后，利用SWOT分析法分析出SWOT因素集合，并利用层次分析法计算出优势因素集合、劣势因素集合、机会因素集合、威胁因素集合的各个因素的权重，结合模糊综合评价法，建立了湛江供电局电力营销的战略规划模型。（3）在优势-机遇（SO）组合战略的基础上，根据湛江供电局的具体情况，并结合国内外先进的营销策略，提出合理的营销策略，提出了考虑湛江本地电力市场特点的“一站妥”营销策略，并提出了具有可操作性的实施措施。（4）具体分析了“一站妥”及营销策略的完成情况，并通过营销策略实施后的服务质量抽检和客户满意调查分析，验证了湛江供电局电力营销战略和策略实施的可行性、有效性、科学性。
[Abstract]:With the deepening of the electric power system reform and the overall development of the regional electricity market, the traditional power marketing concept and strategy under the situation of shortage economy can no longer adapt to the change of the supply and demand relationship in the current electricity market. It has become an important task for electric power companies to establish a marketing concept oriented by market demand, to implement positive marketing strategies and to develop and occupy the market. Based on the analysis of the current situation of Zhanjiang Power supply Bureau's current marketing strategy and the existing problems of unclear understanding of the market development trend and lack of market segmentation degree, this paper combines the theory of electricity marketing with the analysis of the current situation of the marketing strategy of Zhanjiang Power supply Bureau. Put forward in electricity price and customer service make reform solution and put into practice. The specific work of this paper mainly includes:. This paper analyzes the basic principle of electric power marketing, marketing strategy, electric power marketing and other core concepts and strategies, expounds the theory of SWOT analysis method / 4P marketing strategy and the theory of 4C marketing strategy, and makes a good theoretical support for the subsequent analysis. (2) analyzing the marketing environment and the main body of the market in Zhanjiang Power supply Bureau in detail, then using SWOT analysis method to analyze the set of SWOT factors, and using the Analytic hierarchy process to calculate the set of advantage factors, inferior factors, opportunity factors, etc. Combined with the fuzzy comprehensive evaluation method, the strategic planning model of power marketing of Zhanjiang Power supply Bureau is established. On the basis of the combination strategy of advantage and opportunity, according to the concrete situation of Zhanjiang Power supply Bureau and the advanced marketing strategy at home and abroad, the reasonable marketing strategy is put forward. This paper puts forward the "one station" marketing strategy considering the characteristics of Zhanjiang local electric power market, and puts forward some feasible implementing measures. Finally, it analyzes the completion of "one station" and marketing strategy, and verifies the feasibility and effectiveness of Zhanjiang Power supply Bureau's electric power marketing strategy and strategy implementation through the sample inspection of service quality after the implementation of the marketing strategy and the investigation and analysis of customer satisfaction. Scientific.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.61

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