本文關(guān)鍵詞： 電力市場 營銷策略 SWOT分析 層次分析法 模糊評價　出處：《華南理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著電力體制改革的進一步深化和區(qū)域電力市場建設(shè)的全面推進，，傳統(tǒng)短缺經(jīng)濟情況下的電力市場營銷觀念和策略已經(jīng)不能適應(yīng)當(dāng)前電力市場供求關(guān)系的變化。因此，樹立以市場需求為導(dǎo)向的營銷觀念，實施積極的營銷策略，開發(fā)和占領(lǐng)市場已成為電力公司實現(xiàn)長遠發(fā)展的一項重要任務(wù)。 本文在分析湛江供電局現(xiàn)有營銷策略現(xiàn)狀及存在對市場發(fā)展趨勢把握不明、市場細分程度有所欠缺的問題基礎(chǔ)上，結(jié)合電力市場營銷理論，提出在電力價格和用戶服務(wù)做出改革的解決辦法并付諸實踐。 本文的具體工作主要包括： （1）分析了電力市場營銷基本原理、市場營銷策略、電力市場營銷等核心概念和策略。闡述了SWOT分析方法、4P營銷策略的理論和4C營銷策略的理論，為后續(xù)分析做好理論支撐。 （2）對湛江供電局營銷環(huán)境和市場主體進行詳細分析；然后，利用SWOT分析法分析出SWOT因素集合，并利用層次分析法計算出優(yōu)勢因素集合、劣勢因素集合、機會因素集合、威脅因素集合的各個因素的權(quán)重，結(jié)合模糊綜合評價法，建立了湛江供電局電力營銷的戰(zhàn)略規(guī)劃模型。 （3）在優(yōu)勢-機遇（SO）組合戰(zhàn)略的基礎(chǔ)上，根據(jù)湛江供電局的具體情況，并結(jié)合國內(nèi)外先進的營銷策略，提出合理的營銷策略，提出了考慮湛江本地電力市場特點的“一站妥”營銷策略，并提出了具有可操作性的實施措施。 （4）具體分析了“一站妥”及營銷策略的完成情況，并通過營銷策略實施后的服務(wù)質(zhì)量抽檢和客戶滿意調(diào)查分析，驗證了湛江供電局電力營銷戰(zhàn)略和策略實施的可行性、有效性、科學(xué)性。
[Abstract]:With the deepening of the electric power system reform and the overall development of the regional electricity market, the traditional power marketing concept and strategy under the situation of shortage economy can no longer adapt to the change of the supply and demand relationship in the current electricity market. It has become an important task for electric power companies to establish a marketing concept oriented by market demand, to implement positive marketing strategies and to develop and occupy the market. Based on the analysis of the current situation of Zhanjiang Power supply Bureau's current marketing strategy and the existing problems of unclear understanding of the market development trend and lack of market segmentation degree, this paper combines the theory of electricity marketing with the analysis of the current situation of the marketing strategy of Zhanjiang Power supply Bureau. Put forward in electricity price and customer service make reform solution and put into practice. The specific work of this paper mainly includes:. This paper analyzes the basic principle of electric power marketing, marketing strategy, electric power marketing and other core concepts and strategies, expounds the theory of SWOT analysis method / 4P marketing strategy and the theory of 4C marketing strategy, and makes a good theoretical support for the subsequent analysis. (2) analyzing the marketing environment and the main body of the market in Zhanjiang Power supply Bureau in detail, then using SWOT analysis method to analyze the set of SWOT factors, and using the Analytic hierarchy process to calculate the set of advantage factors, inferior factors, opportunity factors, etc. Combined with the fuzzy comprehensive evaluation method, the strategic planning model of power marketing of Zhanjiang Power supply Bureau is established. On the basis of the combination strategy of advantage and opportunity, according to the concrete situation of Zhanjiang Power supply Bureau and the advanced marketing strategy at home and abroad, the reasonable marketing strategy is put forward. This paper puts forward the "one station" marketing strategy considering the characteristics of Zhanjiang local electric power market, and puts forward some feasible implementing measures. Finally, it analyzes the completion of "one station" and marketing strategy, and verifies the feasibility and effectiveness of Zhanjiang Power supply Bureau's electric power marketing strategy and strategy implementation through the sample inspection of service quality after the implementation of the marketing strategy and the investigation and analysis of customer satisfaction. Scientific.
【學(xué)位授予單位】：華南理工大學(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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本文編號：1516238