抚顺供电公司大客户营销策略研究

发布时间：2018-02-28 19:29

本文关键词： 电力企业营销策略大客户营销　出处：《华北电力大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着电力体制改革的深入发展,电力市场垄断经营的格局被打破,电力市场将逐步全面走向市场。供电企业参与到市场竞争中将会成为社会主义市场经济发展的必然趋势。如何增强市场意识,重视客户资源,提升企业经济效益成为供电企业生存和发展的关键问题。以客户为中心的生产经营模式成为供电企业未来生存发展的必然选择。大客户是供电企业电量主要购买者,也是其主要利润来源。电力大客户的特殊地位使其在对供电企业经济效益产生直接影响的同时还会造成间接的社会影响。这是因为电力大客户电压等级高,容量大,与系统直接接线,如果发生事故,给客户造成损失的同时会使电网的安全运行产生严重后果,从而产生大面积停电的负面社会影响。对于供电企业,大客户营销策略研究具有重要现实意义。本文通过对抚顺地区用电市场的现状分析,确定该公司的主要用电客户群及大客户目标市场：根据大客户用电特征,运用电力营销基本理论及SWOT分析法对大客户用电市场环境进行分析,进一步查找出该公司目前大客户营销存在的主要问题：从产品质量、价格、促销、服务四个方面制定抚顺供电公司大客户普遍营销策略。通过对该公司大客户价值分析,运用多维度聚类分析方法对大客户进行识别与分类,并制定差异化营销策略。并从电网基础、大客户经理组织体系、大数据营销信息技术三方面工作提出该公司大客户营销策略实施的保障措施。希望能为供电企业开展大客户营销工作有所参考借鉴。
[Abstract]:With the deepening development of the electric power system reform, the pattern of monopoly management in the electric power market has been broken. The electric power market will step by step towards the market. The participation of power supply enterprises in the market competition will become an inevitable trend in the development of socialist market economy. Improving the economic benefits of power supply enterprises has become a key issue for the survival and development of power supply enterprises. The customer-centered production and management model has become the inevitable choice for the future survival and development of power supply enterprises. Large customers are the main purchasers of power supply enterprises. It is also its main source of profit. The special status of large power customers makes them have a direct impact on the economic benefits of power supply enterprises, but also has an indirect social impact. This is because of the high voltage level and large capacity of large power customers. Direct connection with the system, if an accident occurs, it will cause serious consequences to the safe operation of the power grid while causing losses to the customers, thus having a negative social impact of large-scale power outages. It is of great practical significance to study the marketing strategy of large customers. Through the analysis of the current situation of electricity market in Fushun area, this paper determines the main customer groups and the target market of large customers: according to the characteristics of power consumption of large customers, Based on the basic theory of electric power marketing and SWOT analysis, the paper analyzes the market environment of large customers, and finds out the main problems in the marketing of large customers: product quality, price, promotion, etc. Through analyzing the value of large customers of Fushun Power supply Company, using the method of multi-dimensional cluster analysis to identify and classify the large customers, the author makes a general marketing strategy of Fushun Power supply Company in four aspects of service. And make the differentiated marketing strategy. And from the grid foundation, key account manager organization system, Big data's marketing information technology three aspects of work put forward the company's major account marketing strategy implementation of the safeguard measures, hoping to power supply enterprises to carry out major customer marketing work reference.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.61;F274

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