本文關(guān)鍵詞：南京供電公司電力市場營銷策略研究　出處：《華北電力大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：本文試圖研究電力工業(yè)轉(zhuǎn)型后的市場營銷問題,力圖為電力營銷適應(yīng)市場化的需要提供一些參考資料。本文從全國電力市場營運中暴露出來的普遍問題為出發(fā)點,以南京電力市場為剖析對象,南京供電公司必須在適應(yīng)新的經(jīng)濟特點下,主動研究電力市場需求狀況,根據(jù)市場需求的情況調(diào)整營銷策略,面對市場、開拓市場,有的放矢,才能促使南京電力市場有新的發(fā)展。 首先,論文在相關(guān)理論基礎(chǔ)上,分析了南京供電公司電力市場營銷的現(xiàn)狀。同時論文分析了南京供電公司營銷策略存在的主要問題,認(rèn)為電力營銷體系不能適應(yīng)市場變化的要求,營銷人員素質(zhì)不高營銷意識不強,對電力市場需求研究分析不夠,對電力市場競爭缺乏系統(tǒng)研究是影響電力營銷走向市場化的根本性問題,是南京供電企業(yè)要想獲得持續(xù)發(fā)展迫切需要解決的問題。其次,論文進行了南京供電公司電力市場營銷環(huán)境分析及策略選擇。主要對南京電力市場營銷進行了宏觀環(huán)境的PEST分析和內(nèi)外部環(huán)境以及企業(yè)自身優(yōu)劣勢的SWOT分析,對公司電力營銷的現(xiàn)狀進行了分析,找出其存在的不足和問題。然后,通過電力市場細分,確定公司電力營銷的目標(biāo)市場和主要營銷方向,制定了公司的營銷戰(zhàn)略,進而提出公司的優(yōu)質(zhì)服務(wù)營銷策略。最后,論文提出了南京供電公司電力市場營銷策略的實施保障。并以此為基礎(chǔ),指出電力專營產(chǎn)品營銷由價格競爭轉(zhuǎn)向服務(wù)競爭,其成功的關(guān)鍵取決于營銷服務(wù)的水平和營銷服務(wù)質(zhì)量,核心是打好服務(wù)牌。就供電企業(yè)而言,做好電力營銷優(yōu)質(zhì)服務(wù)的策略的重點是整合服務(wù)要素、運用市場資源、重視員工職業(yè)素質(zhì)培養(yǎng),構(gòu)筑好電力營銷服務(wù)優(yōu)質(zhì)的“三大支持機制”,即：優(yōu)質(zhì)服務(wù)的常態(tài)運營機制、經(jīng)濟技術(shù)支撐機制、內(nèi)部營銷支持機制,以培育、提升電力營銷優(yōu)質(zhì)服務(wù)的核心競爭力和整體運營能力。
[Abstract]:This paper attempts to study the marketing problems after the transformation of electric power industry. This paper tries to provide some reference materials for electricity marketing to adapt to the needs of marketization. This paper takes Nanjing power market as the object of analysis from the general problems exposed in the operation of the national electricity market. Nanjing Power supply Company must take the initiative to study the situation of electricity market demand, adjust the marketing strategy according to the market demand, face the market, open up the market, and aim at the target under the condition of adapting to the new economic characteristics. Only then can the Nanjing electric power market have the new development. First of all, the paper analyzes the current situation of power marketing in Nanjing Power supply Company on the basis of relevant theories. At the same time, the paper analyzes the main problems in the marketing strategy of Nanjing Power supply Company. Power marketing system can not adapt to the requirements of market changes, marketing staff quality is not high marketing awareness is not strong, the electricity market demand research and analysis is not enough. The lack of systematic research on the competition of power market is the fundamental problem that affects the marketization of power marketing, and it is the urgent problem that Nanjing power supply enterprises need to solve if they want to obtain sustainable development. This paper analyzes the power marketing environment of Nanjing power supply company and the choice of strategy. It mainly analyzes the macro environment PEST and the internal and external environment as well as the advantages and disadvantages of the enterprise. OT analysis. This paper analyzes the current situation of the company's electricity marketing, finds out its shortcomings and problems, and then, through the electricity market segmentation, determines the target market and the main marketing direction of the company's electricity marketing. Finally, the paper puts forward the implementation of the power marketing strategy of Nanjing Power supply Company, and on this basis. It is pointed out that the key to the success of electric exclusive product marketing from price competition to service competition depends on the level of marketing service and the quality of marketing service, the core of which is to play a good service card. As far as power supply enterprises are concerned. The key point of the strategy is to integrate the service elements, utilize the market resources, attach importance to the training of the professional quality of the staff, and construct the "three supporting mechanisms" for the good quality of the electric power marketing service. Namely: normal operation mechanism of high quality service, economic and technical support mechanism, internal marketing support mechanism, in order to foster and enhance the core competitiveness and overall operation ability of high quality electric power marketing service.
【學(xué)位授予單位】：華北電力大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.61

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