电力改革背景下绍兴供电公司售电业务市场战略研究

发布时间：2018-06-06 13:10

本文选题：电力市场 + 营销　；参考：《华北电力大学(北京)》2017年硕士论文

【摘要】：随着中国经济社会发展和电力体制改革的不断深入,供电企业传统的“以销代营”经营方式已经不能顺应社会需要和国家深化改革的要求。供电企业如何适应国家政策调整和市场变化,对供电企业一个很大的挑战。本文以绍兴供电公司为例,以用电市场营销为研究对象,依据市场营销的相关理论,运用科学有效的分析工具,探索绍兴供电公司的市场营销策略。为了能有效开展研究,笔者对国家和浙江省地区的政策调整以及国内外关于电力市场改革的情况进行分析,通过多年积累的工作经验,仔细分析了电力市场营销的特殊性。在观察企业经营的现状和问题后,本人对企业的内外部环境进行了深入分析。对企业外部环境分析采用了PEST法,从政策、经济、社会、技术进行分析能力。内部环境分析采用了SWOT分析法,从优势、劣势、机会、威胁四个方面对公司所处的营销内部环境进行了客观全面的分析。经过这两种工具进行分析后,企业找到了自身经营的不足,明确了绍兴供电公司的目标战略,准确发现了自身的细分市场和更大的盈利空间。这些新发现对新政策环境下的企业经营、社会需求、电力市场营销新策略显得非常必要。在详细掌握了根据绍兴供电公司的用电市场特点后,对该地区开展用电市场细分和目标市场定位,制定了准确的市场营销战略。找到了企业在国家政策调整后,企业必须要找到的新目标市场和市场定位。根据市场情况和企业特点,企业仍然根据传统的市场营销“4P”理论,进行有效的战略安排,包括产品战略、价格战略、服务战略、促销战略、市场拓展战略等,同时提出了协同实施保障的具体建议,从而优化绍兴供电公司电力营销体系,实现公司的持续健康发展。通过本文的研究,笔者发现虽然有新的竞争者,但是如果绍兴电力能发挥好多年积累的优势就能应对新的竞争和挑战。如果构建基于降低电价、提高用电效率、促进清洁能源消费来适应国家电力市场改革的要求,提高企业科学化的管理水平,就会实现企业长久的发展。经过深入研究得出的论文研究成果,不仅对绍兴供电公司市场营销工作具有指导意义,也为浙江等计划放开供电市场的省市提供了参考和借鉴,具有较强的现实意义和应用价值。
[Abstract]:With the development of China's economy and society and the deepening of electric power system reform, the traditional management mode of "selling as agent" in power supply enterprises has been unable to meet the needs of the society and the needs of the country to deepen the reform. It is a great challenge for power supply enterprises to adapt to the adjustment of national policies and market changes. This paper takes Shaoxing Power supply Company as an example, takes the marketing of electricity as the research object, according to the relevant theory of marketing, uses scientific and effective analysis tools to explore the marketing strategy of Shaoxing Power supply Company. In order to carry out the research effectively, the author analyzes the policy adjustment of the country and Zhejiang province and the situation of the electric power market reform at home and abroad. Through the accumulated working experience for many years, the particularity of the electric power marketing is analyzed in detail. After observing the present situation and problems of enterprise management, I deeply analyze the internal and external environment of the enterprise. The PEST method is used to analyze the external environment of the enterprise from the policy, economic, social and technical analysis ability. SWOT analysis is used to analyze the internal environment of the company objectively and comprehensively from four aspects: strengths, weaknesses, opportunities and threats. After the analysis of these two tools, the enterprise has found the deficiency of its own management, defined the target strategy of Shaoxing Power supply Company, and accurately found its own subdivision market and greater profit space. These new findings are very necessary for the new strategy of enterprise management, social demand and electricity marketing under the new policy environment. Based on the characteristics of the electricity market of Shaoxing Power supply Company, the market segmentation and target market positioning of the area are carried out, and an accurate marketing strategy is formulated. After the adjustment of national policy, the enterprise must find the new target market and market position. According to the market situation and the characteristics of the enterprises, the enterprises still carry out effective strategic arrangements according to the traditional marketing "4p" theory, including product strategy, price strategy, service strategy, promotion strategy, market expansion strategy, etc. At the same time, the paper puts forward some concrete suggestions of cooperative implementation guarantee, so as to optimize the electric power marketing system of Shaoxing Power supply Company and realize the sustainable and healthy development of the company. Through the research of this paper, the author finds that although there are new competitors, Shaoxing Electric Power can cope with the new competition and challenge if it can exert the advantages accumulated for many years. If the construction is based on reducing electricity price, improving power efficiency, promoting clean energy consumption to meet the requirements of national electricity market reform, and improving the scientific management level of enterprises, the long-term development of enterprises will be realized. The research results obtained from the in-depth study not only have guiding significance for the marketing work of Shaoxing Power supply Company, but also provide a reference for Zhejiang and other provinces and cities planning to liberalize the power supply market. It has strong practical significance and application value.
【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

【参考文献】