网络环境下达州供电公司营销策略研究

发布时间：2018-05-06 23:31

本文选题：网络环境下的营销 + 营销策略　；参考：《电子科技大学》2014年硕士论文

【摘要】：相比于国外电力营销模式,我国在此方面还比较落后,营销模式还比较粗放和简单,需要通过对市场的深入研究来不断对营销模式进行创新。由于国内电网形成模式的特殊性,很难在现有的小电网简单簇拥而成的大电网环境下展开具有全局性,立体性的营销体系搭建,这也就导致了营销范围的局限性和手段的单一化。国外电力企业的发展经验告诉我们,不断创新营销模式以应对市场的需求和竞争的压力对于企业的生存至关重要。加之互联网时代的到来和移动终端的普及化,网络环境下电力营销模式的探寻和发展势必将成为电力企业营销战略的必然选择。在这样的背景下,供电企业必须在网络环境下,充分利用网络特性,新建并完善网络环境下营销体系中必要的信息系统,建立以“大营销”替代传统“小营销”的现代电力网络环境下的营销体系,以便更好的辅助企业决策管理,顺应时代发展要求,制定适合其发展的电力网络环境下的营销策略以求在完善服务体系的同时,增加市场占有率并通过网络服务的便捷性降低企业的服务成本,为企业的发展提供强有力的支撑。本文试图通过达州供电公司的具体案例分析发现电力营销的问题并探索适合供电企业未来发展的网络环境下的营销体系和策略,主要是如何搭建网络环境下的营销体系来增强企业的竞争力。对于此问题的分析,本文主要采用了案例研究方法、文献研究方法,按照发现问题、解决问题的思路展开研究。通过研究分析,我们发现网络环境下的电力营销是要通过网络将电力资源这一特殊商品与消费者和管理团队进行整合,在实现企业增供促销和利润增长的同时创造网络品牌价值,为实现企业整体经营目标而服务。并在此思路的指导下,针对达州供电公司营销现状及传统营销模式制定了相应的网络环境下的营销思路和设计,从网络环境下的营销的电能产品、销售电价、网络信息使用等方面提供了一定的建议。希望可以通过此模式的探讨为供电企业营销模式的选择和建设,尤其是网络环境下的营销体系的建设提供一定的指导性建议。在对电力企业营销策略分析的基础上,希望可以启迪相关企业在未来发展的道路上需要迎合市场所需,不断创新优化营销战略,同时尽可能满足用户的需求才是企业生存之道。
[Abstract]:Compared with the foreign electric power marketing mode, our country is still relatively backward in this respect, the marketing model is also relatively extensive and simple, need to continue to innovate the marketing model through the in-depth study of the market. Because of the particularity of the formation mode of domestic power grid, it is very difficult to build a marketing system with global and three-dimensional characteristics in the large power grid environment which is simply surrounded by the existing small power grid. This also led to the limitations of the scope of marketing and the simplification of the means. The development experience of foreign power enterprises tells us that it is very important for enterprises to innovate marketing mode to cope with the market demand and the pressure of competition. With the advent of the Internet era and the popularization of mobile terminals, the exploration and development of electric power marketing mode under the network environment will inevitably become the inevitable choice of the marketing strategy of electric power enterprises. In this context, power supply enterprises must make full use of the network characteristics in the network environment, and build and improve the necessary information system in the marketing system under the network environment. To establish the marketing system under the modern electric power network environment of replacing the traditional "small marketing" with "big marketing" in order to better assist enterprise decision-making management and comply with the requirements of the development of the times. In order to improve the service system, increase the market share and reduce the service cost through the convenience of the network service, the marketing strategy under the electric power network environment suitable for its development can provide a strong support for the development of the enterprise. This paper attempts to find out the problems of power marketing through the case study of Dazhou Power supply Company and explore the marketing system and strategy under the network environment suitable for the future development of power supply enterprises. Mainly how to build the network environment under the marketing system to enhance the competitiveness of enterprises. For the analysis of this problem, this paper mainly adopts the case study method, the literature research method, carries on the research according to the discovery question, the solution question train of thought. Through research and analysis, we find that electricity marketing under the network environment is to integrate electricity resources, a special commodity, with consumers and management teams through the network. At the same time, it creates the value of network brand and serves for the realization of the enterprise's overall management goal. Under the guidance of this idea, aiming at the current marketing situation and the traditional marketing mode of Dazhou Power supply Company, the corresponding marketing ideas and designs under the network environment are worked out, and the electricity price is sold from the electric energy products marketed under the network environment. Some suggestions on the use of network information are provided. It is hoped that the discussion of this model can provide some guiding suggestions for the selection and construction of marketing model for power supply enterprises, especially for the construction of marketing system under the network environment. Based on the analysis of the marketing strategies of electric power enterprises, the author hopes to enlighten the relevant enterprises to meet the needs of the market on the way of future development, to innovate and optimize the marketing strategy constantly, and to satisfy the needs of customers as much as possible is the only way for the enterprises to survive.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.61;F274

【相似文献】