兴化市供电公司电力市场营销方法研究

发布时间：2018-03-21 00:50

本文选题：市场营销　切入点：营销策略　出处：《华北电力大学(北京)》2017年硕士论文　论文类型：学位论文

【摘要】：随着电力市场改革的推进,地方供电公司将会逐渐失去在售电侧市场的垄断优势,电力行业也会由传统的卖方市场转为充满竞争的买方市场,同时,电力市场营销已经成为人们关注的研究课题。但由于长久以来的垄断地位,地方供电公司尚未树立正确的企业竞争意识,其市场营销管理方法也不完善,缺乏专业营销人才。兴化市供电公司扎根于兴化市,对兴化当地的社会环境和自然环境非常熟悉,加上其在售电市场的垄断地位,在逐渐放开的电力市场竞争中具有得天独厚的优势。但是,兴化市供电公司也具有电力营销管理效率不高、缺乏电力专业销售人才等劣势。兴化市供电公司要在电力市场竞争中取得绝对的竞争优势,需要不断地增强服务意识和服务质量,提高电力市场营销的管理水平和管理效率,不断完善电力市场营销的管理体系。本文的主要工作包括:1)本文根据市场营销的基本原则和市场经济规律,在分析市场营销研究意义和背景的基础上,介绍了供电企业销售管理模型,并阐述了电力市场营销策略的基本原理;2)研究探讨了兴化市供电公司的内外部环境,结合SWOT方法分析了其市场营销环境的优势、劣势、机会和威胁,为其市场分析预测和战略制定打下了坚实的基础;3)根据兴化市电力公司的具体营销状况从电力产品、电力价格、电力销售渠道、电力促销以及这四方面制定了合理有效的电力营销方案和策略。本文研究的主要目的是发展电力市场理论研究和开展实务运作,从而促进供电企业扩大销售,增加电力消费,促进电力工业的发展,提高其经济效益。
[Abstract]:With the development of power market reform, local power supply companies will gradually lose their monopoly advantage in the power sale side market, and the electricity industry will change from the traditional seller's market to a competitive buyer's market, at the same time, The electric power marketing has become the research topic that people pay close attention to, but because of the monopoly position for a long time, the local power supply company has not set up the correct enterprise competition consciousness, its marketing management method is not perfect, Xinghua Power supply Company is rooted in Xinghua City and is very familiar with the local social environment and natural environment, and its monopoly position in the electricity market. In the gradual opening of the electricity market competition has a unique advantage. However, Xinghua power supply company also has the power marketing management efficiency is not high, In order to gain an absolute competitive advantage in the power market competition, Xinghua Power supply Company needs to continuously enhance its service awareness and service quality, and improve the management level and efficiency of electricity marketing. The main work of this paper includes: 1) based on the basic principles of marketing and the laws of market economy, this paper analyzes the significance and background of marketing research. This paper introduces the sales management model of power supply enterprises, and expounds the basic principle of electric power marketing strategy. It discusses the internal and external environment of Xinghua power supply company, and analyzes the advantages and disadvantages of the marketing environment in combination with SWOT method. Opportunities and threats, which laid a solid foundation for its market analysis, prediction, and strategy formulation) according to the specific marketing situation of Xinghua Electric Power Company, from power products, electricity prices, power distribution channels, The main purpose of this paper is to develop the theoretical research and practical operation of the electricity market, so as to promote the power supply enterprises to expand their sales and increase the consumption of electricity. Promote the development of electric power industry and improve its economic benefits.
【学位授予单位】：华北电力大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.61;F274

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