本文關(guān)鍵詞：郴州電力公司市場(chǎng)營(yíng)銷策略研究　出處：《湖南大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 郴州電力公司 營(yíng)銷組合 差異化

【摘要】：電力市場(chǎng)營(yíng)銷是供電企業(yè)經(jīng)營(yíng)的核心,在市場(chǎng)經(jīng)濟(jì)條件下,電力營(yíng)銷一直在電力市場(chǎng)的前列，這是電力行業(yè)市場(chǎng)化改革的必然要求。電力市場(chǎng)營(yíng)銷為供電企業(yè)研究建立更具建設(shè)性意見(jiàn)，與消費(fèi)者聯(lián)系更加緊密，同時(shí)建立相應(yīng)的營(yíng)銷策略并且在理論和策略上進(jìn)行探索。 論文是基于對(duì)中國(guó)的電力市場(chǎng)和郴州電力具體實(shí)際情況，組合的現(xiàn)代營(yíng)銷理論和實(shí)踐的企業(yè)營(yíng)銷現(xiàn)狀。發(fā)現(xiàn)目前郴州電力公司存在產(chǎn)品組合單一、服務(wù)觀念薄弱，營(yíng)銷渠道單一，，法律意識(shí)不強(qiáng)等一系列問(wèn)題。經(jīng)過(guò)廣泛的研究和宏觀環(huán)境的分析，就是將郴州電力公司的營(yíng)銷環(huán)境分析透徹后，得出郴州電力公司SWOT模型，也就是外部機(jī)會(huì)、威脅；內(nèi)部?jī)?yōu)勢(shì)和劣勢(shì)。同時(shí)，將電力市場(chǎng)的特點(diǎn)與郴州電力公司情況相結(jié)合，對(duì)郴州電力市場(chǎng)進(jìn)行市場(chǎng)細(xì)分和確定目標(biāo)市場(chǎng)的前提下，制定出電力公司長(zhǎng)遠(yuǎn)有效的營(yíng)銷策略組合，提出4P+S營(yíng)銷組合策略，然后對(duì)營(yíng)銷相關(guān)的品牌、價(jià)格、產(chǎn)品、服務(wù)、促銷等策略詳細(xì)闡述。其中產(chǎn)品品牌方面有產(chǎn)品差異化策略，服務(wù)方面針對(duì)窗口服務(wù)、提升顧客滿意度等方面也提出了具體的策略和要求，在價(jià)格方面主要是加強(qiáng)成本控制以提升競(jìng)爭(zhēng)力。本文希望能夠?yàn)槭屑?jí)的電力公司在新型市場(chǎng)環(huán)境下的一系列工作提供有效借鑒。在文章的結(jié)束部分，本文還提出了一系列的保障措施，包括人員保障、技術(shù)保障、實(shí)施控制等。這樣形成了一套完整的營(yíng)銷方案體系。 本文所提營(yíng)銷戰(zhàn)略不僅適合郴州電力公司現(xiàn)有的狀況,而且能夠揚(yáng)長(zhǎng)避短、較好的解決營(yíng)銷中的問(wèn)題。對(duì)郴州電力公司進(jìn)一步健全完善市場(chǎng)營(yíng)銷體系,豐富市場(chǎng)開(kāi)拓內(nèi)涵具有較強(qiáng)的實(shí)際意義。同時(shí)，對(duì)同類電網(wǎng)經(jīng)營(yíng)企業(yè)也具有一定參考價(jià)值。
[Abstract]:Power marketing is the core business of power supply, under the condition of market economy, the electric power marketing in electric power market has been the forefront, it is an inevitable requirement of the market reform of electric power industry. Power marketing for power supply enterprises on the establishment of a more constructive comments, and consumers more closely, and establish the corresponding marketing strategy exploration and in theory and method.
This paper is on the Chinese power market and Chenzhou power actual situation based on the combination of modern marketing theory and practice of the marketing status quo. Found at the Chenzhou electric power company has a single product portfolio, the concept of service marketing channels for a single, weak legal consciousness is not strong and a series of problems. Through the analysis of extensive research and macro environment. Is the Chenzhou electric power company's marketing environment after thorough analysis, the SWOT model of Chenzhou electric power company, is also the external opportunities and threats; the internal strengths and weaknesses. At the same time, the characteristics and the Chenzhou electric power company electric power market combined with the market segmentation and the premise to determine the target market of Chenzhou power market, develop the marketing strategy of power company long-term effective, put forward 4P+S marketing mix strategy, and marketing related to the brand, price, product, service, marketing strategies. Fine. Which brand has elaborated product differentiation strategies, services for window service, improve customer satisfaction and other aspects also puts forward strategies and specific requirements, in terms of price is mainly to strengthen cost control to improve the competitiveness. This thesis hopes to be a series of municipal power companies in the new market environment provide effective reference. In the final part of the article, this paper also put forward a series of security measures, including personnel security, technical security, control implementation. This has formed a complete marketing system.
The marketing strategy is not only suitable for Chenzhou electric power company's existing situation, but also can avoid weaknesses, solve the marketing problems of Chenzhou electric power company. To further improve and perfect marketing system, enrich the connotation of market development and has strong practical significance. At the same time, also has a certain reference value for similar power grid enterprises.

【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.61;F274

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