【摘要】：在我國(guó)社會(huì)主義建設(shè)過程中,電力行業(yè)作為支柱性產(chǎn)業(yè),對(duì)我國(guó)經(jīng)濟(jì)社會(huì)的發(fā)展有著極其重要的推動(dòng)作用。在社會(huì)主義市場(chǎng)經(jīng)濟(jì)的大背景下,如何開展電力市場(chǎng)營(yíng)銷管理,已成為電力公司當(dāng)前面臨的重大課題。本文以四川省電力公司的市場(chǎng)營(yíng)銷管理為研究對(duì)象,對(duì)其在當(dāng)前市場(chǎng)環(huán)境中面臨的機(jī)會(huì)、威脅、優(yōu)勢(shì)和劣勢(shì)以及改進(jìn)思路進(jìn)行了較為深入的分析。文章認(rèn)為,四川省電力公司的市場(chǎng)營(yíng)銷管理工作從根本上說,還帶有比較濃厚的計(jì)劃經(jīng)濟(jì)和行業(yè)壟斷的色彩,主要存在配電網(wǎng)建設(shè)相對(duì)滯后,供電可靠性和電能質(zhì)量還不能完全滿足客戶需求,營(yíng)銷集約化、專業(yè)化和精益化管理較為粗放,營(yíng)銷人員競(jìng)爭(zhēng)意識(shí)不強(qiáng),提供優(yōu)質(zhì)服務(wù)的手段不多等問題。這些問題在很大程度上制約了該公司的進(jìn)一步發(fā)展,因此,在全國(guó)供電企業(yè)體制改革的新形勢(shì)下,四川省電力公司必須摒棄計(jì)劃經(jīng)濟(jì)和壟斷企業(yè)的思維方式,樹立企業(yè)發(fā)展憂患意識(shí),強(qiáng)化市場(chǎng)競(jìng)爭(zhēng)意識(shí)。本文依據(jù)營(yíng)銷價(jià)值理論,通過S WTO分析工具,對(duì)公司電力營(yíng)銷面臨的經(jīng)濟(jì)、市場(chǎng)、政策環(huán)境進(jìn)行分析研究,科學(xué)進(jìn)行市場(chǎng)細(xì)分和目標(biāo)市場(chǎng)定位,并據(jù)此重新確定供電企業(yè)立足現(xiàn)實(shí)與開拓市場(chǎng)、追求經(jīng)濟(jì)效益與承擔(dān)社會(huì)責(zé)任、順應(yīng)改革與創(chuàng)新企業(yè)發(fā)展相結(jié)合的市場(chǎng)營(yíng)銷策略,在此基礎(chǔ)上,按照營(yíng)銷管理工作的基本要求,理順售電環(huán)節(jié)中的壁壘和障礙,把握售電市場(chǎng)指標(biāo)過程管理,通過專業(yè)化、規(guī)范化、精益化的管理手段,創(chuàng)新互聯(lián)網(wǎng)+的發(fā)展新模式。在電力市場(chǎng)營(yíng)銷的組織實(shí)施研究中提出:四川省電力公司要加大輸配電網(wǎng)絡(luò)建設(shè)與改造力度,積極應(yīng)對(duì)可替代能源競(jìng)爭(zhēng),大力開拓潛在的售電市場(chǎng);要采取有效措施優(yōu)化電力營(yíng)銷售后服務(wù),盡最大可能營(yíng)造工業(yè)用電和城鄉(xiāng)居民用電等核心目標(biāo)市場(chǎng)的業(yè)擴(kuò)報(bào)裝良好環(huán)境;要進(jìn)一步加強(qiáng)電費(fèi)回收率、綜合線損率等營(yíng)銷指標(biāo)細(xì)化管理,全面提升公司經(jīng)濟(jì)效益水平;要改善電能質(zhì)量,確保重要客戶對(duì)電能的特殊需求;要進(jìn)一步優(yōu)化農(nóng)電人力資源,確保一線基層員工隊(duì)伍穩(wěn)定,為適應(yīng)全球能源互聯(lián)網(wǎng)發(fā)展奠定基礎(chǔ)。
[Abstract]:In the process of socialist construction in China, the electric power industry, as a pillar industry, plays an extremely important role in promoting the development of China's economy and society. Under the background of socialist market economy, how to carry out the electric power marketing management has become a major issue facing the electric power companies. The marketing management of Sichuan Electric Power Company is regarded as the research object, and the opportunities, threats, advantages and disadvantages, as well as the ways to improve the marketing management in the current market environment are analyzed in depth. In the relatively backward construction of distribution network, power supply reliability and power quality can not fully meet customer needs, marketing intensive, professional and lean management is more extensive, marketing staff competitive awareness is not strong, the means to provide quality services are not many. Under the new situation of the reform of the national power supply enterprise system, Sichuan Electric Power Company must abandon the thinking mode of planned economy and monopoly enterprise, set up the enterprise's sense of development worries and strengthen the market competition consciousness. Based on the analysis and study, market segmentation and target market positioning are carried out scientifically, and the power supply enterprises are re-determined to base themselves on reality and open up markets, pursue economic benefits and assume social responsibilities, comply with the marketing strategy of combining reform and innovation with the development of enterprises. On this basis, according to the basic requirements of marketing management, the power sales links are rationalized. We should grasp the barriers and obstacles in the electricity market, grasp the process management of the electricity market index, and innovate the new mode of Internet + development through professionalization, standardization and lean management. In the study of the implementation of the electricity marketing, the Sichuan electric power company should increase the intensity of the construction and transformation of the power transmission and distribution network, and actively respond to the competition of alternative energy resources. We should take effective measures to optimize the after-sales service of electric power marketing, create a favorable environment for the expansion and installation of the core target markets, such as industrial power consumption and urban and rural residential power consumption, and further strengthen the management of such marketing indicators as electricity tariff recovery rate and comprehensive line loss rate so as to comprehensively enhance the economic benefits of the company. It is necessary to improve the power quality and ensure the special needs of important customers for power supply. It is also necessary to further optimize the human resources of agricultural power and ensure the stability of the front-line grass-roots staff to lay the foundation for adapting to the development of global energy Internet.
【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.61

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