本文選題：電力市場 + 營銷策略　； 參考：《長安大學(xué)》2014年碩士論文

【摘要】：20世紀90年代以來，隨著區(qū)域電力市場建設(shè)的推進，區(qū)域電力市場逐漸形成，供電企業(yè)市場營銷環(huán)境得到了極大改變。在21世紀中國電力工業(yè)的快速發(fā)展的今天，中國電力工業(yè)面臨著歷史性的重大改革機遇。通過青海省電力公司HX公司農(nóng)網(wǎng)升級改造、青海—西藏750千伏/±400千伏交直流聯(lián)網(wǎng)工程750千伏柴達木變電站的落地建成，2011年底工程竣工投運；新疆—西北聯(lián)網(wǎng)750千伏第二通道工程開工建設(shè)；太陽能、風(fēng)能發(fā)電產(chǎn)業(yè)迅猛發(fā)展等電網(wǎng)建設(shè)重大變革，對HXI地區(qū)提供能源保障的供電企業(yè)-HX公司發(fā)展面臨著巨大電網(wǎng)管理風(fēng)險以及負荷快速發(fā)展對市場營銷帶來的壓力，如何在電網(wǎng)急速發(fā)展和管理模式的變革中，持續(xù)開拓市場、占領(lǐng)目標(biāo)市場問題將日益突出。 本文通過對論文的選題背景及意義進行闡述，，分析了國內(nèi)外電力市場營銷的研究現(xiàn)狀，論述了供電企業(yè)市場營銷策略的相關(guān)理論，通過對HX公司市場營銷現(xiàn)狀與市場營銷環(huán)境分析，從產(chǎn)品策略、差異化策略、品牌策略、促銷組合策略、服務(wù)營銷策略以及市場開拓策略六個方面制定了HX公司市場營銷策略，并對HX公司市場營銷質(zhì)量的評定工作建立了相應(yīng)的評價體系。同時，為了保證相關(guān)營銷策略的有效實施，論文從制度體系、體系建設(shè)以及人力資源保障等五個方面提出了HX公司市場營銷策略的保障措施，以滿足對電力產(chǎn)品和相應(yīng)服務(wù)的需要，從而實現(xiàn)HX公司不斷挖掘潛在市場、拓展現(xiàn)有市場、擴大能源消費市場份額的根本目的。
[Abstract]:Since 1990s, with the development of regional power market, regional power market has gradually formed, and the marketing environment of power supply enterprises has been greatly changed. With the rapid development of China's electric power industry in the 21st century, China's electric power industry is facing a historic and important reform opportunity. Through upgrading and upgrading of agricultural network of HX Company of Qinghai Province Electric Power Company, 750 kV / 鹵400 KV AC / DC interconnection project between Qinghai and Tibet was completed and put into operation at the end of 2011. The construction of the 750kV second passageway project of the Xinjiang Northwest Network began; the rapid development of solar and wind power generation industries and other major changes in power grid construction. The development of HX Company, a power supply company that provides energy security in HXI area, is faced with huge power network management risks and the pressure brought by the rapid development of load on marketing. How to continuously open up the market in the rapid development of power grid and the change of management mode. Occupation of the target market will become increasingly prominent. Based on the background and significance of the thesis, this paper analyzes the current research situation of electric power marketing at home and abroad, and discusses the relevant theories of marketing strategy of power supply enterprises. By analyzing the present marketing situation and marketing environment of HX Company, this paper formulates HX Company's marketing strategy from six aspects: product strategy, differentiation strategy, brand strategy, promotion combination strategy, service marketing strategy and market development strategy. The evaluation system of marketing quality of HX Company is established. At the same time, in order to ensure the effective implementation of relevant marketing strategies, the paper puts forward the safeguard measures of HX company marketing strategy from five aspects: system system, system construction and human resources guarantee. In order to meet the needs of electric power products and corresponding services, HX Company can continuously tap the potential market, expand the existing market and expand the market share of energy consumption.
【學(xué)位授予單位】：長安大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.61

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