DY供电公司营销策略及评价研究

发布时间：2018-11-04 13:06

【摘要】：我国市场经济的不断发展必然要求电力市场进行相应的改革。由于电力行业的特殊性,我国电力行业一直处于垄断竞争的局面,随着电力行业改革的不断深入,将对于整个电力行业和电力市场产生巨大影响,电力行业及电力市场必然向市场开放,电力企业垄断经营的局面将不复存在,供电企业作为电力市场不可缺少的部分,必将受到较大影响,如果仍然沿用原有市场条件下的经营策略和营销手段,将面临一系列问题。因此,供电企业在新形势下要改变以往的以产品为中心的经营观念,而要以客户满意为中心开展企业的生产活动,同时也要树立新的营销理念,建立客户满意的营销体系,提供企业在新的市场环境中的综合竞争力。首先,本文结合我国新电改对电力市场提出的新要求,在阐述相关理论的基础上,对DY供电公司现有的营销状况进行了全面的分析,这些分析包括现状分析、环境分析、客户行为分析和SWOT分析等,以识别DY公司在新电改环境下所面临的政治、经济、社会等方面的机遇、威胁、优势、劣势等,为制定公司营销策略奠定了基础。其次,结合DY供电公司电力营销的实际情况,提出了多经型营销策略,这些策略包括客户细分策略、产品策略、促销组合策略、电力价格策略和渠道策略,旨在强化公司营销战略,保持忠实客户,挖掘潜力客户,扩大市场份额,提高公司竞争力。再次,从企业经济效益、内部营销意识和客户服务满意度三个方面设计了相应的评价指标体系。最后,采用G1赋权法确定变量权重,并构建模糊综合评价模型,对国网DY供电公司营销策略的实施效果进行评价。通过评价可知,在电力改革的新形势下,DY供电公司采取多经型营销策略具有良好的实施效果,即多经型的营销策略比较适合DY供电公司在改革的新市场中发展,有助于提升DY供电公司的竞争力。
[Abstract]:The continuous development of market economy in our country will inevitably require the corresponding reform of the electricity market. Because of the particularity of the electric power industry, the electric power industry of our country has been in the situation of monopoly competition all the time. With the deepening of the reform of the electric power industry, it will have a great influence on the whole electric power industry and the electric power market. The electric power industry and the electric power market are bound to open to the market, and the monopoly of the electric power enterprises will no longer exist. As an indispensable part of the electricity market, the power supply enterprises will be greatly affected. If the operation strategy and marketing means under the original market conditions are still used, there will be a series of problems. Therefore, under the new situation, the power supply enterprises should change the previous concept of product-centered management, and take customer satisfaction as the center to carry out the enterprise's production activities. At the same time, they should also set up a new marketing concept and establish a customer-satisfied marketing system. To provide the comprehensive competitiveness of enterprises in the new market environment. First of all, combined with the new demand of the new electricity reform in our country, based on the related theory, this paper makes a comprehensive analysis on the existing marketing situation of DY power supply company, which includes the current situation analysis, the environment analysis. Customer behavior analysis and SWOT analysis to identify the political, economic, social and other opportunities, threats, strengths and weaknesses faced by DY in the new power reform environment, which laid the foundation for the formulation of the company's marketing strategy. Secondly, considering the actual situation of power marketing in DY Power supply Company, this paper puts forward multi-channel marketing strategy, which includes customer segmentation strategy, product strategy, promotion combination strategy, power price strategy and channel strategy. The aim is to strengthen the company's marketing strategy, to maintain loyal customers, to tap potential customers, to expand market share, and to improve the competitiveness of the company. Thirdly, the evaluation index system is designed from three aspects of enterprise economic benefit, internal marketing consciousness and customer service satisfaction. Finally, the weight of variables is determined by G1 weighting method, and the fuzzy comprehensive evaluation model is constructed to evaluate the effect of marketing strategy of DY power supply company. Through evaluation, we can see that under the new situation of electric power reform, DY power supply company adopts multi-economic marketing strategy has good implementation effect, that is, multi-economic marketing strategy is more suitable for the development of DY power supply company in the new market reform. Help to improve the competitiveness of DY power supply companies.
【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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