發(fā)布時(shí)間：2018-03-16 11:25

  本文選題：內(nèi)丘　切入點(diǎn)：供電公司　出處：《河北大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：深化我國電力市場改革是我國電力市場“十二五”規(guī)劃的要求之一，而深化我國電力市場改革的核心是實(shí)行廠網(wǎng)分開，競價(jià)上網(wǎng)以及有條件的放開發(fā)電市場體制以及機(jī)制的改革以及試點(diǎn)。在我國電力市場改革的背景下，作為供電的主體各級(jí)供電公司，有必要改變觀念，開展積極的市場營銷活動(dòng)，以促進(jìn)電力產(chǎn)品的銷售以及滿足國民經(jīng)濟(jì)發(fā)展和人民生活用電的需求。 縣級(jí)供電企業(yè)在我國供電行業(yè)中占的比例最大，其面對(duì)的客戶群體數(shù)量也最大，因此縣級(jí)供電企業(yè)人員的營銷意識(shí)，營銷水平以及營銷活動(dòng)的開展情況的好壞，，直接影響到我國各級(jí)售電企業(yè)電力產(chǎn)品的銷售。本文以內(nèi)丘供電公司為例，對(duì)縣級(jí)供電公司的市場營銷策略進(jìn)行了研究，以找出促進(jìn)包括內(nèi)丘供電公司在內(nèi)的我國縣域供電公司電力銷售的方法，為以內(nèi)丘供電公司為代表的我國售電企業(yè)的市場營銷活動(dòng)的開展提供相關(guān)借鑒。 本文首先對(duì)電力市場營銷理論進(jìn)行了總結(jié)以及綜述，以為本文的撰寫以及各種營銷策略的制定提供理論基礎(chǔ)。 在對(duì)市場營銷理論進(jìn)行總結(jié)之后，對(duì)內(nèi)丘市供電公司開展市場營銷活動(dòng)的環(huán)境進(jìn)行了分析，認(rèn)為內(nèi)丘供電公司在開展市場營銷活動(dòng)方面存在電力基礎(chǔ)設(shè)施較好，具有較強(qiáng)的技術(shù)優(yōu)勢以及員工市場服務(wù)意識(shí)在加強(qiáng)等優(yōu)勢，同時(shí)產(chǎn)業(yè)結(jié)構(gòu)的轉(zhuǎn)變，內(nèi)丘經(jīng)濟(jì)的發(fā)展以及城市化進(jìn)程等方面決定內(nèi)丘供電公司在拓展市場方面存在眾多劣勢。但是內(nèi)丘供電公司在開展市場營銷活動(dòng)中也存在眾多的劣勢以及威脅包括組織機(jī)構(gòu)不健全，市場營銷人員素質(zhì)仍舊比較低，市場競爭日趨激烈以及沒有產(chǎn)品的定價(jià)權(quán)等等，內(nèi)丘供電公司只有充分認(rèn)清楚市場環(huán)境中的各種有利因素和不利因素，才能趨利避害，促進(jìn)市場營銷效果的提升。 在分析內(nèi)丘供電公司的市場營銷環(huán)境基礎(chǔ)上，認(rèn)為內(nèi)丘供電公司總體戰(zhàn)略應(yīng)該是增長型戰(zhàn)略，在業(yè)務(wù)戰(zhàn)略方面應(yīng)該是針對(duì)整體市場的差異化戰(zhàn)略。本文接著對(duì)內(nèi)丘供電公司的目標(biāo)市場進(jìn)行了細(xì)分。 有效的營銷策略組合能夠促進(jìn)內(nèi)丘供電公司市場營銷活動(dòng)的有效開展。根據(jù)內(nèi)丘供電公司市場營銷環(huán)境分析以及營銷戰(zhàn)略，本文最后提出了內(nèi)丘供電公司開展市場營銷活動(dòng)的市場組合策略，認(rèn)為內(nèi)丘供電公司具體的營銷組合策略應(yīng)該是以優(yōu)質(zhì)服務(wù)為主導(dǎo)的產(chǎn)品策略，針對(duì)不同細(xì)分市場的廣告策略以及采取各種措施促進(jìn)客戶用電水平增加的促銷策略以及成本管理為中心的價(jià)格策略。時(shí)為了促進(jìn)這些策略的執(zhí)行，內(nèi)丘供電公司應(yīng)該建立完善的市場營銷體系，健全的營銷信息系統(tǒng)以及加強(qiáng)電力需求側(cè)管理。
[Abstract]:Deepening the reform of China's electricity market is one of the requirements of the 12th Five-Year Plan of China's electricity market, and the core of deepening the reform of our country's electricity market is to separate the power plant from the power network. Under the background of electricity market reform in China, it is necessary to change the concept of power supply companies at all levels as the main body of power supply. Carry out active marketing activities to promote the sale of electric power products and meet the needs of the national economy and the people's daily life. The county-level power supply enterprises account for the largest proportion in the power supply industry of our country and face the largest number of customer groups. Therefore, the marketing consciousness, marketing level and the development of marketing activities of the county-level power supply enterprises are good or bad. This paper, taking Neiqiu Power supply Company as an example, studies the marketing strategy of county-level power supply companies. In order to find out the methods to promote the power sales of the county power supply companies including Neiqiu Power supply Company, this paper provides relevant reference for the marketing activities of the Neiqiu Power supply Company, which is represented by the Neiqiu Power supply Company. Firstly, this paper summarizes and summarizes the theory of electricity marketing, which provides a theoretical basis for the writing of this paper and the formulation of various marketing strategies. After summarizing the marketing theory, this paper analyzes the environment in which Neiqiu Power supply Company carries out marketing activities, and points out that Neiqiu Power supply Company has good power infrastructure in carrying out marketing activities. With strong technical advantages and the strengthening of employee market service consciousness, and so on, at the same time, the transformation of industrial structure, The development of Neiqiu economy and the process of urbanization determine that Neiqiu Power supply Company has many disadvantages in expanding the market, but Neiqiu Power supply Company also has many disadvantages and threats in carrying out marketing activities. Including poor organization, The quality of marketing personnel is still relatively low, the market competition is becoming increasingly fierce and there is no pricing power for products, etc., Neiqiu Power supply Company can only fully recognize all kinds of favorable and unfavorable factors in the market environment in order to seek advantages and avoid disadvantages. Promote the promotion of marketing effect. Based on the analysis of the marketing environment of Neiqiu Power supply Company, it is concluded that the overall strategy of Neiqiu Power supply Company should be a growth strategy. In the aspect of business strategy, the differentiation strategy should be aimed at the whole market. Then, this paper subdivides the target market of Neiqiu Power supply Company. An effective combination of marketing strategies can promote the effective development of the marketing activities of Neiqiu Power supply Company. According to the analysis of the marketing environment and marketing strategy of Neiqiu Power supply Company, Finally, the paper puts forward the marketing combination strategy of Neiqiu Power supply Company, and holds that the specific marketing mix strategy of Neiqiu Power supply Company should be a product strategy dominated by high quality service. In order to promote the implementation of these strategies, advertising strategies for different segments of the market, promotional strategies to promote the increase of customer power level and price strategies for cost management are taken to promote the implementation of these strategies. Neiqiu Power supply Company should establish perfect marketing system, perfect marketing information system and strengthen power demand side management.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.61

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