四川省电力公司市场营销管理研究
发布时间：2018-08-17 09:46
【摘要】：在我国社会主义建设过程中,电力行业作为支柱性产业,对我国经济社会的发展有着极其重要的推动作用。在社会主义市场经济的大背景下,如何开展电力市场营销管理,已成为电力公司当前面临的重大课题。本文以四川省电力公司的市场营销管理为研究对象,对其在当前市场环境中面临的机会、威胁、优势和劣势以及改进思路进行了较为深入的分析。文章认为,四川省电力公司的市场营销管理工作从根本上说,还带有比较浓厚的计划经济和行业垄断的色彩,主要存在配电网建设相对滞后,供电可靠性和电能质量还不能完全满足客户需求,营销集约化、专业化和精益化管理较为粗放,营销人员竞争意识不强,提供优质服务的手段不多等问题。这些问题在很大程度上制约了该公司的进一步发展,因此,在全国供电企业体制改革的新形势下,四川省电力公司必须摒弃计划经济和垄断企业的思维方式,树立企业发展忧患意识,强化市场竞争意识。本文依据营销价值理论,通过S WTO分析工具,对公司电力营销面临的经济、市场、政策环境进行分析研究,科学进行市场细分和目标市场定位,并据此重新确定供电企业立足现实与开拓市场、追求经济效益与承担社会责任、顺应改革与创新企业发展相结合的市场营销策略,在此基础上,按照营销管理工作的基本要求,理顺售电环节中的壁垒和障碍,把握售电市场指标过程管理,通过专业化、规范化、精益化的管理手段,创新互联网+的发展新模式。在电力市场营销的组织实施研究中提出:四川省电力公司要加大输配电网络建设与改造力度,积极应对可替代能源竞争,大力开拓潜在的售电市场;要采取有效措施优化电力营销售后服务,尽最大可能营造工业用电和城乡居民用电等核心目标市场的业扩报装良好环境;要进一步加强电费回收率、综合线损率等营销指标细化管理,全面提升公司经济效益水平;要改善电能质量,确保重要客户对电能的特殊需求;要进一步优化农电人力资源,确保一线基层员工队伍稳定,为适应全球能源互联网发展奠定基础。
[Abstract]:In the process of socialist construction in China, the electric power industry, as a pillar industry, plays an extremely important role in promoting the development of China's economy and society. Under the background of socialist market economy, how to carry out the electric power marketing management has become a major issue facing the electric power companies. The marketing management of Sichuan Electric Power Company is regarded as the research object, and the opportunities, threats, advantages and disadvantages, as well as the ways to improve the marketing management in the current market environment are analyzed in depth. In the relatively backward construction of distribution network, power supply reliability and power quality can not fully meet customer needs, marketing intensive, professional and lean management is more extensive, marketing staff competitive awareness is not strong, the means to provide quality services are not many. Under the new situation of the reform of the national power supply enterprise system, Sichuan Electric Power Company must abandon the thinking mode of planned economy and monopoly enterprise, set up the enterprise's sense of development worries and strengthen the market competition consciousness. Based on the analysis and study, market segmentation and target market positioning are carried out scientifically, and the power supply enterprises are re-determined to base themselves on reality and open up markets, pursue economic benefits and assume social responsibilities, comply with the marketing strategy of combining reform and innovation with the development of enterprises. On this basis, according to the basic requirements of marketing management, the power sales links are rationalized. We should grasp the barriers and obstacles in the electricity market, grasp the process management of the electricity market index, and innovate the new mode of Internet + development through professionalization, standardization and lean management. In the study of the implementation of the electricity marketing, the Sichuan electric power company should increase the intensity of the construction and transformation of the power transmission and distribution network, and actively respond to the competition of alternative energy resources. We should take effective measures to optimize the after-sales service of electric power marketing, create a favorable environment for the expansion and installation of the core target markets, such as industrial power consumption and urban and rural residential power consumption, and further strengthen the management of such marketing indicators as electricity tariff recovery rate and comprehensive line loss rate so as to comprehensively enhance the economic benefits of the company. It is necessary to improve the power quality and ensure the special needs of important customers for power supply. It is also necessary to further optimize the human resources of agricultural power and ensure the stability of the front-line grass-roots staff to lay the foundation for adapting to the development of global energy Internet.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.61
本文编号：2187223
[Abstract]:In the process of socialist construction in China, the electric power industry, as a pillar industry, plays an extremely important role in promoting the development of China's economy and society. Under the background of socialist market economy, how to carry out the electric power marketing management has become a major issue facing the electric power companies. The marketing management of Sichuan Electric Power Company is regarded as the research object, and the opportunities, threats, advantages and disadvantages, as well as the ways to improve the marketing management in the current market environment are analyzed in depth. In the relatively backward construction of distribution network, power supply reliability and power quality can not fully meet customer needs, marketing intensive, professional and lean management is more extensive, marketing staff competitive awareness is not strong, the means to provide quality services are not many. Under the new situation of the reform of the national power supply enterprise system, Sichuan Electric Power Company must abandon the thinking mode of planned economy and monopoly enterprise, set up the enterprise's sense of development worries and strengthen the market competition consciousness. Based on the analysis and study, market segmentation and target market positioning are carried out scientifically, and the power supply enterprises are re-determined to base themselves on reality and open up markets, pursue economic benefits and assume social responsibilities, comply with the marketing strategy of combining reform and innovation with the development of enterprises. On this basis, according to the basic requirements of marketing management, the power sales links are rationalized. We should grasp the barriers and obstacles in the electricity market, grasp the process management of the electricity market index, and innovate the new mode of Internet + development through professionalization, standardization and lean management. In the study of the implementation of the electricity marketing, the Sichuan electric power company should increase the intensity of the construction and transformation of the power transmission and distribution network, and actively respond to the competition of alternative energy resources. We should take effective measures to optimize the after-sales service of electric power marketing, create a favorable environment for the expansion and installation of the core target markets, such as industrial power consumption and urban and rural residential power consumption, and further strengthen the management of such marketing indicators as electricity tariff recovery rate and comprehensive line loss rate so as to comprehensively enhance the economic benefits of the company. It is necessary to improve the power quality and ensure the special needs of important customers for power supply. It is also necessary to further optimize the human resources of agricultural power and ensure the stability of the front-line grass-roots staff to lay the foundation for adapting to the development of global energy Internet.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.61
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