新形势下供电企业电力市场营销策略研究

发布时间：2018-07-04 10:08

本文选题：电力市场 + 供电企业　；参考：《山东大学》2017年硕士论文

【摘要】：电力是我国国民经济发展的重要能源,为各个行业的发展提供能源供给和动力支持,其生产和消费的增长与经济增长保持着高度的相关性。近年来,受国家宏观经济下行、工业转型升级和产业结构调整等诸多因素的影响,全社会电力消费需求增速明显放缓。随着电力体制改革的不断深入,竞争将是未来电力市场的发展方向。供电企业要把电力市场营销作为核心业务,以电力市场营销的需要为中心开展经营管理活动。要深入分析当前电力市场供需形势,完善营销管理机制和营销管理体系,制定积极有效的营销策略,根据市场的变化进行改进和完善,进一步开拓市场,提升经济效益。同时,这对于带动周边地区的发展、推进电力体制改革也具有重要的促进意义。本文首先分析了我国当前全社会用电状况以及电力市场改革等宏观环境,研究了新形势下供电企业在市场营销中存在的问题和不足,直购电等电力体制改革对供电企业经营与市场营销的影响。分析发现,在当前逐步走向竞争性售电市场的过渡时期,我国供电企业在电力营销中还存在着竞争观念不强,服务意识淡薄,精细化的营销管理机制不够完善,配电网建设相对滞后,供电质量不均衡,供电可靠性不能完全满足用户要求等系列问题,这些问题的存在将在某种程度上对供电企业的发展产生制约。在此基础上从服务策略、产品策略等方面,对新形势下加强和完善电力营销工作进行了探讨。提出供电企业要创新电力营销理念,积极开展与用户的沟通,创新互联网+服务应用,开展个性化增值服务;要进一步加强对输配电网络的建设和改造,提高电能产品质量,提供差异化的电能产品满足用户需求,搭建产品交易信息平台,开展绿色产品营销等措施巩固和开拓售电市场。强调了供电企业必须建立以用户需求为中心、以市场为导向、以用户满意度最大化为标准的电力市场营销策略,才能逐步建立起竞争优势,提高企业的市场竞争力。
[Abstract]:Electric power is an important energy for the development of national economy in China. It provides energy supply and power support for the development of various industries. The growth of production and consumption maintains a high correlation with economic growth. In recent years, due to the national macroeconomic downturn, industrial transformation and upgrading, industrial structure adjustment and many other factors, the overall social electricity consumption demand growth rate significantly slowed down. With the deepening of electric power system reform, competition will be the development direction of electric power market in the future. Power supply enterprises should take electric power marketing as their core business and take the need of electricity marketing as the center to carry out management activities. It is necessary to analyze the supply and demand situation of the current electric power market, perfect the marketing management mechanism and marketing management system, formulate positive and effective marketing strategies, improve and perfect according to the changes of the market, further develop the market and enhance the economic benefits. At the same time, it is of great significance to promote the development of surrounding areas and promote the reform of electric power system. In this paper, we first analyze the current situation of power consumption in the whole society and the macro environment of electricity market reform, and study the problems and shortcomings of power supply enterprises in marketing under the new situation. The influence of electric power system reform on the operation and marketing of power supply enterprises. It is found that in the transitional period of the current competitive power sale market, the power supply enterprises in our country still have weak competitive concept, weak service consciousness and imperfect marketing management mechanism. The construction of distribution network is relatively lagging, the quality of power supply is unbalanced, and the reliability of power supply can not completely meet the requirements of users. To some extent, the existence of these problems will restrict the development of power supply enterprises. On the basis of this, the paper discusses how to strengthen and perfect electric power marketing under the new situation from the aspects of service strategy and product strategy. It is proposed that power supply enterprises should innovate the concept of electric power marketing, actively develop communication with users, innovate the application of Internet services, develop personalized value-added services, further strengthen the construction and transformation of transmission and distribution networks, and improve the quality of power products. To provide differentiated power products to meet the needs of users, build a product trading information platform, green product marketing and other measures to consolidate and open up the electricity market. It is emphasized that the power supply enterprises must establish the power marketing strategy which takes the customer demand as the center, the market as the guidance, and the customer satisfaction degree as the standard, in order to build up the competitive advantage step by step and improve the market competition ability of the enterprise.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.61;F274

【相似文献】