番禺供电局电力市场营销策略的研究

发布时间：2018-06-10 19:47

本文选题：市场营销 + 电力企业　；参考：《华南理工大学》2014年硕士论文

【摘要】：最大限度地创造经济效益是企业经营的目的和方向，企业营销管理策略决定着企业经营的好坏，决定着企业在竞争社会中的优胜劣汰。面对电力市场化改革的新形势，，作为电力经营企业要取得持续、稳定和快速发展，必须制定适合自身电力市场的营销战略本文通过调研番禺供电局近几年营销情况，分析当今经济形势下所面临的机遇和挑战，从产品、服务、促销和价格多方面全面分析当前番禺供电局营销策略存在的问题，通过对电力市场营销理论的研究分析，选择适合番禺供电局发展特点的营销策略，进一步提高番禺供电局的经济效益，以促进其持续快速发展。第1章阐述了在当今电力体制改革不断深化的大背景下与市场竞争日趋激烈的环境下，电力市场营销对电力企业的迫切意义。并简单说明了目前国内外在电力市场营销当中的研究现状以及重要成果。第2章主要介绍了市场营销的基本概念和原理，以及市场营销理论在电力市场中的实际应用。第3章从番禺供电局的自身概况进行展开，分析了番禺供电局的营销环境及所具有的优势与劣势，采用SWTO模型为番禺供电局制定总体的营销战略。第4章以市场细分的内涵作为出发点，详细叙述了市场细分的原则和确定目标电力市场的步骤，具体结合实际情况，为番禺供电局的目标市场进行定位。第5章在前述章节的分析基础上，从服务、销售渠道，电力促销策略以及电价的制定等方面详细论述了番禺供电局的市场营销策略。
[Abstract]:The aim and direction of enterprise management is to create economic benefits to the maximum extent. The marketing management strategy determines the quality of enterprise management and the survival of the fittest in the competitive society. In the face of the new situation of electric power market reform, in order to achieve sustained, stable and rapid development of electric power management enterprises, it is necessary to formulate a marketing strategy suitable for their own electricity market. This paper investigates the marketing situation of Panyu Power supply Bureau in recent years. This paper analyzes the opportunities and challenges faced by Panyu Power supply Bureau under the current economic situation, analyzes the problems existing in the current marketing strategy of Panyu Power supply Bureau from the aspects of product, service, promotion and price, and analyzes the theory of electricity marketing through the research and analysis of the marketing theory of Panyu Power supply Bureau. The marketing strategy suitable for the development of Panyu Power supply Bureau is selected to further improve the economic benefits of Panyu Power supply Bureau. In order to promote its sustained and rapid development. Chapter 1 expounds the urgent significance of electricity marketing to electric power enterprises under the background of deepening electric power system reform and the increasingly fierce market competition. Chapter 2 mainly introduces the basic concept and principle of marketing. Chapter 3 starts from the general situation of Panyu Power supply Bureau, and analyzes the marketing environment, advantages and disadvantages of Panyu Power supply Bureau. The SWTO model is used to formulate the overall marketing strategy for Panyu Power supply Bureau. Chapter 4, taking the connotation of market segmentation as the starting point, describes in detail the principles of market segmentation and the steps to determine the target electricity market. Chapter 5 discusses the marketing strategy of Panyu Power supply Bureau from the aspects of service, sales channel, power promotion strategy and the formulation of electricity price on the basis of the analysis of the above chapters.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.61

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