内丘供电公司电力市场营销策略研究

发布时间：2018-03-16 11:25

本文选题：内丘　切入点：供电公司　出处：《河北大学》2013年硕士论文　论文类型：学位论文

【摘要】：深化我国电力市场改革是我国电力市场“十二五”规划的要求之一，而深化我国电力市场改革的核心是实行厂网分开，竞价上网以及有条件的放开发电市场体制以及机制的改革以及试点。在我国电力市场改革的背景下，作为供电的主体各级供电公司，有必要改变观念，开展积极的市场营销活动，以促进电力产品的销售以及满足国民经济发展和人民生活用电的需求。县级供电企业在我国供电行业中占的比例最大，其面对的客户群体数量也最大，因此县级供电企业人员的营销意识，营销水平以及营销活动的开展情况的好坏，，直接影响到我国各级售电企业电力产品的销售。本文以内丘供电公司为例，对县级供电公司的市场营销策略进行了研究，以找出促进包括内丘供电公司在内的我国县域供电公司电力销售的方法，为以内丘供电公司为代表的我国售电企业的市场营销活动的开展提供相关借鉴。本文首先对电力市场营销理论进行了总结以及综述，以为本文的撰写以及各种营销策略的制定提供理论基础。在对市场营销理论进行总结之后，对内丘市供电公司开展市场营销活动的环境进行了分析，认为内丘供电公司在开展市场营销活动方面存在电力基础设施较好，具有较强的技术优势以及员工市场服务意识在加强等优势，同时产业结构的转变，内丘经济的发展以及城市化进程等方面决定内丘供电公司在拓展市场方面存在众多劣势。但是内丘供电公司在开展市场营销活动中也存在众多的劣势以及威胁包括组织机构不健全，市场营销人员素质仍旧比较低，市场竞争日趋激烈以及没有产品的定价权等等，内丘供电公司只有充分认清楚市场环境中的各种有利因素和不利因素，才能趋利避害，促进市场营销效果的提升。在分析内丘供电公司的市场营销环境基础上，认为内丘供电公司总体战略应该是增长型战略，在业务战略方面应该是针对整体市场的差异化战略。本文接着对内丘供电公司的目标市场进行了细分。有效的营销策略组合能够促进内丘供电公司市场营销活动的有效开展。根据内丘供电公司市场营销环境分析以及营销战略，本文最后提出了内丘供电公司开展市场营销活动的市场组合策略，认为内丘供电公司具体的营销组合策略应该是以优质服务为主导的产品策略，针对不同细分市场的广告策略以及采取各种措施促进客户用电水平增加的促销策略以及成本管理为中心的价格策略。时为了促进这些策略的执行，内丘供电公司应该建立完善的市场营销体系，健全的营销信息系统以及加强电力需求侧管理。
[Abstract]:Deepening the reform of China's electricity market is one of the requirements of the 12th Five-Year Plan of China's electricity market, and the core of deepening the reform of our country's electricity market is to separate the power plant from the power network. Under the background of electricity market reform in China, it is necessary to change the concept of power supply companies at all levels as the main body of power supply. Carry out active marketing activities to promote the sale of electric power products and meet the needs of the national economy and the people's daily life. The county-level power supply enterprises account for the largest proportion in the power supply industry of our country and face the largest number of customer groups. Therefore, the marketing consciousness, marketing level and the development of marketing activities of the county-level power supply enterprises are good or bad. This paper, taking Neiqiu Power supply Company as an example, studies the marketing strategy of county-level power supply companies. In order to find out the methods to promote the power sales of the county power supply companies including Neiqiu Power supply Company, this paper provides relevant reference for the marketing activities of the Neiqiu Power supply Company, which is represented by the Neiqiu Power supply Company. Firstly, this paper summarizes and summarizes the theory of electricity marketing, which provides a theoretical basis for the writing of this paper and the formulation of various marketing strategies. After summarizing the marketing theory, this paper analyzes the environment in which Neiqiu Power supply Company carries out marketing activities, and points out that Neiqiu Power supply Company has good power infrastructure in carrying out marketing activities. With strong technical advantages and the strengthening of employee market service consciousness, and so on, at the same time, the transformation of industrial structure, The development of Neiqiu economy and the process of urbanization determine that Neiqiu Power supply Company has many disadvantages in expanding the market, but Neiqiu Power supply Company also has many disadvantages and threats in carrying out marketing activities. Including poor organization, The quality of marketing personnel is still relatively low, the market competition is becoming increasingly fierce and there is no pricing power for products, etc., Neiqiu Power supply Company can only fully recognize all kinds of favorable and unfavorable factors in the market environment in order to seek advantages and avoid disadvantages. Promote the promotion of marketing effect. Based on the analysis of the marketing environment of Neiqiu Power supply Company, it is concluded that the overall strategy of Neiqiu Power supply Company should be a growth strategy. In the aspect of business strategy, the differentiation strategy should be aimed at the whole market. Then, this paper subdivides the target market of Neiqiu Power supply Company. An effective combination of marketing strategies can promote the effective development of the marketing activities of Neiqiu Power supply Company. According to the analysis of the marketing environment and marketing strategy of Neiqiu Power supply Company, Finally, the paper puts forward the marketing combination strategy of Neiqiu Power supply Company, and holds that the specific marketing mix strategy of Neiqiu Power supply Company should be a product strategy dominated by high quality service. In order to promote the implementation of these strategies, advertising strategies for different segments of the market, promotional strategies to promote the increase of customer power level and price strategies for cost management are taken to promote the implementation of these strategies. Neiqiu Power supply Company should establish perfect marketing system, perfect marketing information system and strengthen power demand side management.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.61

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