WX地区供电公司实施阶梯电价后营销策略研究

发布时间：2018-10-08 11:44

【摘要】：进入二十世纪九十年代后,随着我国经济的快速发展,居民生活水平明显提高,社会生活用电需求量也迅速增加。但同时,煤炭等一次能源价格持续攀升,能源供应短缺,环境压力加大等矛盾不断凸显,电力价格也随之上涨,居民电价的调整幅度和频率均低于其他行业用电。但是,由于通过提高商业用电价格分摊成本,居民生活用电价格以往一直处于较低水平,实施阶梯电价势在必行。当前,居民生活用电阶梯电价关注的焦点大多集中在如何合理确定阶梯电价的水平以及科学核定分段电量等方面,而较少关注实行居民生活用电阶梯电价制度后对供电企业的影响。本文将以地处相对发达地区并已推行阶梯电价制度的WX地区为例,针对居民生活用电阶梯电价改革对该地区供电公司的经营管理等方面带来的影响进行分析,提出营销管理方面的应对策略。这不仅有利于居民充分了解阶梯电价的相关概念和制定原则,消除他们对阶梯电价的不正确认识,而且促使供电公司提高服务意识,完善业务流程,提倡用户至上的观念来提高企业竞争力。本文一共分为六个章节。第一章为导论。第二章为相关理论与国内外相关文献评述,主要针对价格杠杆原理、弹性需求理论、电力市场营销的核心概念进行描述,作为理论支撑,并寻找研究缺口——需要研究地区供电公司实施阶梯电价后的营销策略。第三章是实施居民生活用电阶梯电价对居民生活影响。以WX市为例,研究按江苏省居民生活用电阶梯电价的具体实施方案,结合当地可替代能源价格、居民可支配收入等的情况,调查讨论阶梯电价方案居民生活的影响。第四章指出了供电公司在实施阶梯电价后遇到的诸多“尴尬”。实施居民阶梯电价对供电公司产生了一些负面影响,因此供电公司需要高度重视。第五章则根据前两章中的影响分析情况,提出了WX地区供电公司实施居民阶梯电价的营销策略。第六章为结束语。
[Abstract]:After the 1990s, with the rapid development of economy in China, the living standard of residents has been improved obviously, and the demand for electricity in social life has also increased rapidly. But at the same time, coal and other primary energy prices continue to climb, energy supply shortages, environmental pressures and other contradictions continue to highlight, the price of electricity also rose, the range and frequency of the adjustment of electricity prices are lower than other industries. However, because of increasing the commercial electricity price sharing cost, the residential electricity price has been in a lower level in the past, so it is imperative to implement the ladder electricity price. At present, the focus of the residents' daily life electricity ladder price is mostly focused on how to reasonably determine the level of the ladder electricity price and how to scientifically approve the segmented electricity quantity, and so on. Less attention is paid to the influence of household electricity ladder price system on power supply enterprises. This article will take the WX area which is located in the relatively developed area and has already implemented the ladder electricity price system as an example to analyze the influence of the household living electricity ladder electricity price reform on the management of the power supply company in this area. Put forward the strategy of marketing management. This will not only help residents fully understand the relevant concepts and formulation principles of stepped electricity prices, eliminate their incorrect understanding of ladder electricity prices, but also promote the power supply companies to enhance their service awareness and improve their business processes. Promote the concept of customer-first to improve the competitiveness of enterprises. This paper is divided into six chapters. The first chapter is an introduction. The second chapter is related theory and domestic and foreign related literature review, mainly for price leverage principle, elastic demand theory, electricity marketing core concepts are described, as theoretical support, And look for the research gap-need to study the regional power supply companies after the implementation of ladder price marketing strategy. The third chapter is the implementation of household electricity ladder price on the impact of residential life. Taking the city of WX as an example, this paper studies the concrete implementation scheme of ladder electricity price in Jiangsu Province, and discusses the influence of ladder electricity price scheme on residents' life according to the local alternative energy price and the disposable income of residents. The fourth chapter points out that the power supply companies face many "embarrassment" after the implementation of the ladder price. The implementation of ladder price has some negative effects on the power supply companies, so the power supply companies need to attach great importance to it. In the fifth chapter, according to the influence analysis in the first two chapters, the marketing strategy of WX power supply company is put forward. The sixth chapter is the conclusion.
【学位授予单位】：东南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.61;F274

【相似文献】