福建电力公司差异化营销策略研究

发布时间：2018-08-09 16:35

【摘要】：电力工业不仅仅是资金和技术密集型产业，更是我国公共事业的重要组成部分。长期以来，，我国一直实行的是发电，输电，配电，售电垂直一体化的产业垄断体制，导致电力企业缺乏竞争，效率低下，因此随着我国市场经济的深入发展，改变电力工业的这种垄断模式，推进电力企业走向市场参与竞争已是大势所趋。同时,随着我国电力市场买方市场的逐渐形成,再加上煤油、天然气、石油等替代产品的不断涌现，客户对供电方的选择自主权不断增加，这也将在很大程度上导致供电企业的市场竞争进一步加剧，在这种环境下，供电企业要想获得更好的发展，必须要重新审视自身的营销策略。本文首先从差异化营销策略在我国电力企业中应用研究的背景、目的以及意义进行了论述，并运用营销管理的相关理论，从福建电力公司服务营销的现状出发，在分析福建电力公司服务营销存在问题的基础上，结合福建电力公司政治环境、经济环境、行业环境等外部环境以及营销与服务、运营能力、人员与组织、科技水平等内部环境进行了分析，对福建电力公司面临的机遇与挑战进行了深入的阐述，同时通过分析，提出了福建电力公司营销服务的具体策略。本文希望通过对差异化营销策略在电力企业中的应用研究，在一定程度上为福建电力公司的发展，市场竞争能力的增加提供积极的指导作用，进而为我国的电力企业乃至我国整体经济更好的发展提供理论支持。
[Abstract]:The power industry is not only a capital and technology intensive industry, but also an important part of our public business. For a long time, China has been carrying out a vertical and integrated industrial monopoly system of electricity generation, transmission, distribution and electricity sale, which leads to the lack of competition and inefficient power enterprises. Therefore, with the development of the market economy in our country, the change of the power industry has changed. At the same time, with the gradual emergence of the buyer's market in the electric power market, and the continuous emergence of kerosene, natural gas, oil and other substitute products, the selection autonomy of the customers to the power supply side is increasing, which will also lead to a large extent. The market competition of power supply enterprises is further intensified. In this environment, power supply enterprises must re-examine their own marketing strategies if they want to achieve better development.
This paper first discusses the background, purpose and significance of the application of differential marketing strategy in China's power enterprises, and uses the related theories of marketing management, starting from the present situation of service marketing in Fujian electric power company, on the basis of analyzing the existing problems of service marketing in Fujian electric power company, and combining the political ring of the Fujian electric power company. The external environment, such as the environment, the economic environment, the industry environment and the marketing and service, the operation ability, the personnel and organization, the technological level and other internal environment were analyzed. The opportunities and challenges faced by the Fujian electric power company were expounded. At the same time, the specific strategy of the marketing service of Fujian electric power company was put forward. The research on the application of differential marketing strategy in electric power enterprises will provide a positive guidance for the development of Fujian electric power company and the increase of market competition ability, and then provide theoretical support for the better development of China's electric power enterprises and the overall economy of our country.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.61;F274

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