县级供电企业营销策略研究

发布时间：2018-06-06 12:01

本文选题：县级供电企业 + 电力营销　；参考：《华北电力大学》2014年硕士论文

【摘要】：当前,随着电力市场从卖方市场向买方市场转变,以及电力市场化改革的呼声日益高涨,创新电力营销策略不仅是适应我国电力市场改革的需要,更是推动供电企业快速发展的现实要求。然而,由于电力行业的垄断性以及电力商品的特殊性,电力营销具有与一般商品营销的不同特点,研究电力营销策略能够丰富市场营销的一般性理论。因此,本文以某县级供电企业为研究对象,研究了其电力营销策略的创新,选题具有重要的理论意义和实用价值。首先,在总结国内外供电企业电力营销现状的基础上,借助营销学一般理论,对电力市场营销的涵义、特点以及一般模式进行了分析,为本文研究奠定了理论基础。其次,结合诸暨地区经济和社会发展状况,对诸暨地区负荷历史特性进行了分析,揭示了诸暨地区负荷的地理分布,并按电压等级和电价对用户进行了分类,确定了各次产业所占负荷的比重。然后,运用一元线性回归拟合方法对诸暨地区未来五年的负荷、电量进行了预测,并从低、中、高三种不同增长幅度下预测了未来五年诸暨地区各次产业和全社会用电量,揭示了诸暨地区未来各次产业及全社会的用电量。接着,以诸暨供电公司为研究对象,在论述其经营现状和电力营销主要完成指标的基础上,分析了其电力营销的现状。最后,针对诸暨供电公司电力营销中存在的问题,确定了诸暨供电公司电力营销的总目标和具体目标,构建了诸暨供电公司的电力营销总体思路,提出了诸暨供电公司的电力营销策略。本文研究采用了定性与定量相结合的方法,不仅注重从定性角度揭示县级供电企业的电力营销现状与问题,也通过定量分析确定了负荷与电量预测数据。本文研究成果为县级供电企业电力营销工作的开展提供了重要的依据。
[Abstract]:At present, with the power market changing from seller's market to buyer's market, and the voice of electric power market reform is rising day by day, the innovation of electric power marketing strategy is not only to meet the needs of our country's electricity market reform. It is also a realistic requirement to promote the rapid development of power supply enterprises. However, because of the monopoly of electric power industry and the particularity of power commodity, electric power marketing has different characteristics from general commodity marketing, so the study of electric power marketing strategy can enrich the general theory of marketing. Therefore, this paper takes a county-level power supply enterprise as the research object, studies the innovation of its power marketing strategy, the topic has important theoretical significance and practical value. First of all, on the basis of summarizing the current situation of power marketing in domestic and foreign power supply enterprises, with the aid of general theory of marketing, this paper analyzes the meaning, characteristics and general mode of electricity marketing, which lays a theoretical foundation for the research of this paper. Secondly, according to the economic and social development of Zhuji, the paper analyzes the historical characteristics of the load in Zhuji, reveals the geographical distribution of the load in Zhuji, and classifies the users according to the voltage grade and the electricity price. The proportion of the load of each industry is determined. Then, the paper forecasts the load and electricity consumption of Zhuji region in the next five years by using the one-variable linear regression fitting method, and forecasts the electricity consumption of every industry and the whole society in Zhuji region in the next five years under the three different growth ranges of low, middle and high. It reveals the electricity consumption of the future industry and the whole society in Zhuji area. Then, taking Zhuji Power supply Company as the research object, the paper analyzes the current situation of electric power marketing on the basis of discussing its management status and the main completion index of electric power marketing. Finally, aiming at the problems existing in the electric power marketing of Zhuji Power supply Company, the general goal and concrete target of the electric power marketing of Zhuji Power supply Company are determined, and the general idea of electric power marketing of Zhuji Power supply Company is constructed. The electric power marketing strategy of Zhuji Power supply Company is put forward. This paper adopts the method of combining qualitative and quantitative analysis not only to reveal the current situation and problems of power marketing in county-level power supply enterprises from the qualitative point of view but also to determine the forecasting data of load and electricity quantity through quantitative analysis. The research results of this paper provide an important basis for the development of power marketing in county-level power supply enterprises.
【学位授予单位】：华北电力大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.61

【参考文献】