通化供電公司電力營銷策略研究.pdf

1、華北電力大學(xué)_L商管理碩士專業(yè)學(xué)位論文摘要隨著電力體制改革的不斷深化，供電企業(yè)面臨的市場環(huán)境也隨之變化，如何加強(qiáng)供電企業(yè)電力營銷，確保供電企業(yè)健康、穩(wěn)定、快速地發(fā)展，己經(jīng)成為供電企業(yè)面臨的首要任務(wù)。本文首從宏觀、微觀環(huán)境、競爭環(huán)境等方面論述了通化供電公司所面臨的營銷環(huán)境，并對(duì)通化供電公司的經(jīng)營情況及營銷工作中存在問題進(jìn)行了分析其次根據(jù)通化地區(qū)用電市場特點(diǎn)及通化供電公司電力營銷現(xiàn)狀，進(jìn)行用電市場細(xì)分及目標(biāo)用電市場選擇定位最后制定了以大用戶

2、為主導(dǎo)的目標(biāo)市場營銷組合策略及保障措施，并提出了采用大用戶直購電營銷模式的實(shí)施建議。關(guān)鍵詞:供電公司，大用戶直購電，目標(biāo)市場，營銷組合ABSTRACTWiththedeePeningreformofeleetrieityandPowersuPPlyenterprisesarefaeingamarketenvironmentalsoehanges，howtostrengthenthemarketingofeleetrieitysuPPly

3、eomPaniestoensurethattheeleetrieitysuPPlyeomPanieshealthy，stableandraPiddeveloPmentofPowersuPPlyenterprisehasbeeomethemostimPortanttaskfaeing.InthisPaPer，thefirstfromamaeroandmieroenvironment，theeomPetitiveenvironmentand

4、otherasPeetsTonghuafaeingthePowereomPany，5marketingenvironment，TonghuaandsuPPlysituationoftheeomPany，5oPeratingandmarketingissuesthatexistintheanalysis:followedbyregionaleleetrieitymarketinaeeordaneewithTonghuaeharaeteri

5、stiesandstatusofthePowereomPany15marketingthePowertoeondueteleetrieityPowermarketsegmentationandtargetmarketselectionPositioning:theendusertodeveloPagoal一orientedmarketingmixstrategyandProteetivemeasuresandPutfwardtheuse

6、oflargeuserstobuydireetlymarketingPoweroftheimPlementationoftheProPosedmodel.GaoYang(MasterofBusinessAdministration)DireetedbyProf.LuoGuoLiangKEYWORDS:PowerSuPPlyComPany，PowerPurehaseForBigConsume，TargetMarketing，Marketi

7、ngCombination飛華北電力大學(xué)工商管理碩士專業(yè)學(xué)位論文4.1積極開展優(yōu)質(zhì)服務(wù)策略................................……304.2市場開拓策略.......................................……304.2.1重點(diǎn)目標(biāo)市場開拓策略...........................……314.2.2農(nóng)村市場開拓策略............................

8、...……314.2.3與替代能源競爭策略.............................……314.3價(jià)格調(diào)控策略.......................................……324.3.1分時(shí)電價(jià)讓價(jià)策略...............................……324.3.2兩部制電價(jià)讓價(jià)策略.............................……324.3暢通渠道策略..........

9、.............................……324.3.1加大電網(wǎng)建設(shè)...................................……32一4.3.2直供直銷策略...................................……334.5大用戶營銷策略......................................……334.5.1大用戶滿意營銷策略....................

10、.........……334.5.2一對(duì)一營銷策略.................................……334.5.3大用戶開發(fā)營銷策略.............................……344.5.4大用戶直購電營銷策略...........................……34第五章通化供電公司實(shí)施電力營銷策略的保障措施................……365.1重視電力需求側(cè)管理...........

11、.......................……365.2完善電費(fèi)風(fēng)險(xiǎn)預(yù)警機(jī)制................................……365.3全面提高優(yōu)質(zhì)服務(wù)水平.........……，................……375.4全面加強(qiáng)營銷隊(duì)伍建設(shè)................................……375.5積極服務(wù)新農(nóng)村建設(shè)..................................……38

12、5.6加大電力營銷資金投入................................……385.7加強(qiáng)大用戶營銷管理工作..............................……38第六章結(jié)論..................................................……40參考文獻(xiàn)......................................................……41致謝