HX公司市场营销策略研究

发布时间：2018-04-23 06:47

本文选题：电力市场 + 营销策略　；参考：《长安大学》2014年硕士论文

【摘要】：20世纪90年代以来，随着区域电力市场建设的推进，区域电力市场逐渐形成，供电企业市场营销环境得到了极大改变。在21世纪中国电力工业的快速发展的今天，中国电力工业面临着历史性的重大改革机遇。通过青海省电力公司HX公司农网升级改造、青海—西藏750千伏/±400千伏交直流联网工程750千伏柴达木变电站的落地建成，2011年底工程竣工投运；新疆—西北联网750千伏第二通道工程开工建设；太阳能、风能发电产业迅猛发展等电网建设重大变革，对HXI地区提供能源保障的供电企业-HX公司发展面临着巨大电网管理风险以及负荷快速发展对市场营销带来的压力，如何在电网急速发展和管理模式的变革中，持续开拓市场、占领目标市场问题将日益突出。本文通过对论文的选题背景及意义进行阐述，，分析了国内外电力市场营销的研究现状，论述了供电企业市场营销策略的相关理论，通过对HX公司市场营销现状与市场营销环境分析，从产品策略、差异化策略、品牌策略、促销组合策略、服务营销策略以及市场开拓策略六个方面制定了HX公司市场营销策略，并对HX公司市场营销质量的评定工作建立了相应的评价体系。同时，为了保证相关营销策略的有效实施，论文从制度体系、体系建设以及人力资源保障等五个方面提出了HX公司市场营销策略的保障措施，以满足对电力产品和相应服务的需要，从而实现HX公司不断挖掘潜在市场、拓展现有市场、扩大能源消费市场份额的根本目的。
[Abstract]:Since 1990s, with the development of regional power market, regional power market has gradually formed, and the marketing environment of power supply enterprises has been greatly changed. With the rapid development of China's electric power industry in the 21st century, China's electric power industry is facing a historic and important reform opportunity. Through upgrading and upgrading of agricultural network of HX Company of Qinghai Province Electric Power Company, 750 kV / 卤400 KV AC / DC interconnection project between Qinghai and Tibet was completed and put into operation at the end of 2011. The construction of the 750kV second passageway project of the Xinjiang Northwest Network began; the rapid development of solar and wind power generation industries and other major changes in power grid construction. The development of HX Company, a power supply company that provides energy security in HXI area, is faced with huge power network management risks and the pressure brought by the rapid development of load on marketing. How to continuously open up the market in the rapid development of power grid and the change of management mode. Occupation of the target market will become increasingly prominent. Based on the background and significance of the thesis, this paper analyzes the current research situation of electric power marketing at home and abroad, and discusses the relevant theories of marketing strategy of power supply enterprises. By analyzing the present marketing situation and marketing environment of HX Company, this paper formulates HX Company's marketing strategy from six aspects: product strategy, differentiation strategy, brand strategy, promotion combination strategy, service marketing strategy and market development strategy. The evaluation system of marketing quality of HX Company is established. At the same time, in order to ensure the effective implementation of relevant marketing strategies, the paper puts forward the safeguard measures of HX company marketing strategy from five aspects: system system, system construction and human resources guarantee. In order to meet the needs of electric power products and corresponding services, HX Company can continuously tap the potential market, expand the existing market and expand the market share of energy consumption.
【学位授予单位】：长安大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.61

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