本文關(guān)鍵詞： 電力市場(chǎng) 營(yíng)銷策略 SWOT分析 層次分析法 模糊評(píng)價(jià)　出處：《華南理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著電力體制改革的進(jìn)一步深化和區(qū)域電力市場(chǎng)建設(shè)的全面推進(jìn)，，傳統(tǒng)短缺經(jīng)濟(jì)情況下的電力市場(chǎng)營(yíng)銷觀念和策略已經(jīng)不能適應(yīng)當(dāng)前電力市場(chǎng)供求關(guān)系的變化。因此，樹立以市場(chǎng)需求為導(dǎo)向的營(yíng)銷觀念，實(shí)施積極的營(yíng)銷策略，開發(fā)和占領(lǐng)市場(chǎng)已成為電力公司實(shí)現(xiàn)長(zhǎng)遠(yuǎn)發(fā)展的一項(xiàng)重要任務(wù)。 本文在分析湛江供電局現(xiàn)有營(yíng)銷策略現(xiàn)狀及存在對(duì)市場(chǎng)發(fā)展趨勢(shì)把握不明、市場(chǎng)細(xì)分程度有所欠缺的問題基礎(chǔ)上，結(jié)合電力市場(chǎng)營(yíng)銷理論，提出在電力價(jià)格和用戶服務(wù)做出改革的解決辦法并付諸實(shí)踐。 本文的具體工作主要包括： （1）分析了電力市場(chǎng)營(yíng)銷基本原理、市場(chǎng)營(yíng)銷策略、電力市場(chǎng)營(yíng)銷等核心概念和策略。闡述了SWOT分析方法、4P營(yíng)銷策略的理論和4C營(yíng)銷策略的理論，為后續(xù)分析做好理論支撐。 （2）對(duì)湛江供電局營(yíng)銷環(huán)境和市場(chǎng)主體進(jìn)行詳細(xì)分析；然后，利用SWOT分析法分析出SWOT因素集合，并利用層次分析法計(jì)算出優(yōu)勢(shì)因素集合、劣勢(shì)因素集合、機(jī)會(huì)因素集合、威脅因素集合的各個(gè)因素的權(quán)重，結(jié)合模糊綜合評(píng)價(jià)法，建立了湛江供電局電力營(yíng)銷的戰(zhàn)略規(guī)劃模型。 （3）在優(yōu)勢(shì)-機(jī)遇（SO）組合戰(zhàn)略的基礎(chǔ)上，根據(jù)湛江供電局的具體情況，并結(jié)合國(guó)內(nèi)外先進(jìn)的營(yíng)銷策略，提出合理的營(yíng)銷策略，提出了考慮湛江本地電力市場(chǎng)特點(diǎn)的“一站妥”營(yíng)銷策略，并提出了具有可操作性的實(shí)施措施。 （4）具體分析了“一站妥”及營(yíng)銷策略的完成情況，并通過營(yíng)銷策略實(shí)施后的服務(wù)質(zhì)量抽檢和客戶滿意調(diào)查分析，驗(yàn)證了湛江供電局電力營(yíng)銷戰(zhàn)略和策略實(shí)施的可行性、有效性、科學(xué)性。
[Abstract]:With the deepening of the electric power system reform and the overall development of the regional electricity market, the traditional power marketing concept and strategy under the situation of shortage economy can no longer adapt to the change of the supply and demand relationship in the current electricity market. It has become an important task for electric power companies to establish a marketing concept oriented by market demand, to implement positive marketing strategies and to develop and occupy the market. Based on the analysis of the current situation of Zhanjiang Power supply Bureau's current marketing strategy and the existing problems of unclear understanding of the market development trend and lack of market segmentation degree, this paper combines the theory of electricity marketing with the analysis of the current situation of the marketing strategy of Zhanjiang Power supply Bureau. Put forward in electricity price and customer service make reform solution and put into practice. The specific work of this paper mainly includes:. This paper analyzes the basic principle of electric power marketing, marketing strategy, electric power marketing and other core concepts and strategies, expounds the theory of SWOT analysis method / 4P marketing strategy and the theory of 4C marketing strategy, and makes a good theoretical support for the subsequent analysis. (2) analyzing the marketing environment and the main body of the market in Zhanjiang Power supply Bureau in detail, then using SWOT analysis method to analyze the set of SWOT factors, and using the Analytic hierarchy process to calculate the set of advantage factors, inferior factors, opportunity factors, etc. Combined with the fuzzy comprehensive evaluation method, the strategic planning model of power marketing of Zhanjiang Power supply Bureau is established. On the basis of the combination strategy of advantage and opportunity, according to the concrete situation of Zhanjiang Power supply Bureau and the advanced marketing strategy at home and abroad, the reasonable marketing strategy is put forward. This paper puts forward the "one station" marketing strategy considering the characteristics of Zhanjiang local electric power market, and puts forward some feasible implementing measures. Finally, it analyzes the completion of "one station" and marketing strategy, and verifies the feasibility and effectiveness of Zhanjiang Power supply Bureau's electric power marketing strategy and strategy implementation through the sample inspection of service quality after the implementation of the marketing strategy and the investigation and analysis of customer satisfaction. Scientific.
【學(xué)位授予單位】：華南理工大學(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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本文編號(hào)：1516238