發(fā)布時(shí)間：2018-01-11 12:40

  本文關(guān)鍵詞：南京供電公司電力市場(chǎng)營(yíng)銷(xiāo)策略研究　出處：《華北電力大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 電力市場(chǎng) 營(yíng)銷(xiāo)策略 南京供電公司

【摘要】：本文試圖研究電力工業(yè)轉(zhuǎn)型后的市場(chǎng)營(yíng)銷(xiāo)問(wèn)題,力圖為電力營(yíng)銷(xiāo)適應(yīng)市場(chǎng)化的需要提供一些參考資料。本文從全國(guó)電力市場(chǎng)營(yíng)運(yùn)中暴露出來(lái)的普遍問(wèn)題為出發(fā)點(diǎn),以南京電力市場(chǎng)為剖析對(duì)象,南京供電公司必須在適應(yīng)新的經(jīng)濟(jì)特點(diǎn)下,主動(dòng)研究電力市場(chǎng)需求狀況,根據(jù)市場(chǎng)需求的情況調(diào)整營(yíng)銷(xiāo)策略,面對(duì)市場(chǎng)、開(kāi)拓市場(chǎng),有的放矢,才能促使南京電力市場(chǎng)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(chǎng)營(yíng)銷(xiāo)的現(xiàn)狀。同時(shí)論文分析了南京供電公司營(yíng)銷(xiāo)策略存在的主要問(wèn)題,認(rèn)為電力營(yíng)銷(xiāo)體系不能適應(yīng)市場(chǎng)變化的要求,營(yíng)銷(xiāo)人員素質(zhì)不高營(yíng)銷(xiāo)意識(shí)不強(qiáng),對(duì)電力市場(chǎng)需求研究分析不夠,對(duì)電力市場(chǎng)競(jìng)爭(zhēng)缺乏系統(tǒng)研究是影響電力營(yíng)銷(xiāo)走向市場(chǎng)化的根本性問(wèn)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(wèn)題。其次,論文進(jìn)行了南京供電公司電力市場(chǎng)營(yíng)銷(xiāo)環(huán)境分析及策略選擇。主要對(duì)南京電力市場(chǎng)營(yíng)銷(xiāo)進(jìn)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(shì)的SWOT分析,對(duì)公司電力營(yíng)銷(xiāo)的現(xiàn)狀進(jìn)行了分析,找出其存在的不足和問(wèn)題。然后,通過(guò)電力市場(chǎng)細(xì)分,確定公司電力營(yíng)銷(xiāo)的目標(biāo)市場(chǎng)和主要營(yíng)銷(xiāo)方向,制定了公司的營(yíng)銷(xiāo)戰(zhàn)略,進(jìn)而提出公司的優(yōu)質(zhì)服務(wù)營(yíng)銷(xiāo)策略。最后,論文提出了南京供電公司電力市場(chǎng)營(yíng)銷(xiāo)策略的實(shí)施保障。并以此為基礎(chǔ),指出電力專(zhuān)營(yíng)產(chǎn)品營(yíng)銷(xiāo)由價(jià)格競(jìng)爭(zhēng)轉(zhuǎn)向服務(wù)競(jìng)爭(zhēng),其成功的關(guān)鍵取決于營(yíng)銷(xiāo)服務(wù)的水平和營(yíng)銷(xiāo)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(yíng)銷(xiāo)優(yōu)質(zhì)服務(wù)的策略的重點(diǎn)是整合服務(wù)要素、運(yùn)用市場(chǎng)資源、重視員工職業(yè)素質(zhì)培養(yǎng),構(gòu)筑好電力營(yíng)銷(xiāo)服務(wù)優(yōu)質(zhì)的“三大支持機(jī)制”,即：優(yōu)質(zhì)服務(wù)的常態(tài)運(yùn)營(yíng)機(jī)制、經(jīng)濟(jì)技術(shù)支撐機(jī)制、內(nèi)部營(yíng)銷(xiāo)支持機(jī)制,以培育、提升電力營(yíng)銷(xiāo)優(yōu)質(zhì)服務(wù)的核心競(jìng)爭(zhēng)力和整體運(yùn)營(yíng)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(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.61

【參考文獻(xiàn)】

相關(guān)期刊論文 前6條

1 劉海彬;;低碳經(jīng)濟(jì)下供電企業(yè)的電力營(yíng)銷(xiāo)策略[J];中國(guó)科技投資;2012年27期

2 蘇少勇;;淺談電力市場(chǎng)營(yíng)銷(xiāo)現(xiàn)狀及策略[J];廣東科技;2012年19期

3 朱蔚;;淺談供電企業(yè)的電力營(yíng)銷(xiāo)管理方法[J];價(jià)值工程;2010年33期

4 王麗君;;供電企業(yè)電力營(yíng)銷(xiāo)管理創(chuàng)新的研究[J];現(xiàn)代商業(yè);2012年07期

5 畢世宗;馬君紅;;淺談縣級(jí)供電企業(yè)電力營(yíng)銷(xiāo)管理[J];中國(guó)科技信息;2010年11期

6 馬殿敏;用電營(yíng)銷(xiāo)中目標(biāo)市場(chǎng)的確立[J];中國(guó)電力企業(yè)管理;2001年07期

相關(guān)碩士學(xué)位論文 前8條

1 徐進(jìn);日照供電公司電力營(yíng)銷(xiāo)策略研究[D];天津大學(xué);2006年

2 柴雨峰;論新疆電力公司客戶服務(wù)管理[D];華北電力大學(xué)（河北）;2007年

3 蔣旭;北京電力公司電費(fèi)管理模式的構(gòu)建[D];華北電力大學(xué)（北京）;2009年

4 彭鵬;晉州市供電公司電力營(yíng)銷(xiāo)策略研究[D];華北電力大學(xué)（河北）;2008年

5 郝仲明;蘭州供電公司電力市場(chǎng)營(yíng)銷(xiāo)策略研究[D];蘭州大學(xué);2008年

6 張建華;永州電業(yè)局電力營(yíng)銷(xiāo)管理研究[D];中南大學(xué);2009年

7 曲樂(lè)斌;泰安供電公司電力市場(chǎng)營(yíng)銷(xiāo)策略研究[D];華北電力大學(xué);2012年

8 劉洋;北京市電力公司電力市場(chǎng)營(yíng)銷(xiāo)策略研究[D];華北電力大學(xué);2012年

，

本文編號(hào)：1409585