本文選題：電力營銷系統(tǒng) + 層次分析法��； 參考：《華北電力大學(xué)》2013年碩士論文

【摘要】：隨著國民經(jīng)濟的發(fā)展、電力體制的改革和市場化進程的不斷深入，電業(yè)局對電力產(chǎn)品的營銷越來越重要。目前，電業(yè)局的市場開發(fā)不充分、能源競爭激烈，這都給電業(yè)局在市場中立足帶來了巨大的挑戰(zhàn)。這就要求電力企業(yè)轉(zhuǎn)變營銷觀念、改進營銷模式、研究營銷策略，采用更為有效的營銷手段建立適應(yīng)市場需求的營銷系統(tǒng)。有許多電力企業(yè)已經(jīng)致力于建設(shè)一個完整的電力營銷信息系統(tǒng)，充分引入新技術(shù)和新設(shè)備發(fā)掘企業(yè)自身的營銷能力。信息化的電力營銷系統(tǒng)可以提升電力企業(yè)在市場中的競爭力。因此，電力企業(yè)必須以電力市場的營銷需求為基礎(chǔ)，通過提供優(yōu)質(zhì)的產(chǎn)品和服務(wù)適應(yīng)當前市場的商業(yè)化運營，從而提高企業(yè)的生產(chǎn)力水平和企業(yè)效益，，樹立企業(yè)的良好形象，推動企業(yè)健康、穩(wěn)定、快速的發(fā)展。 我國早在在上世紀九十年代初就啟動了“有電管理信息系統(tǒng)”，到目前為止已經(jīng)經(jīng)過了三十多年，我國電力營銷信息系統(tǒng)通過這些年的發(fā)展和升級已經(jīng)具有一定的規(guī)模。許多電力企業(yè)已經(jīng)建立了包括電費計算和業(yè)擴報裝的營銷和管理系統(tǒng)。然而，社會經(jīng)濟在不斷的發(fā)展、電力體制在不斷的變革、相關(guān)技術(shù)在不斷的升級，這都對電力企業(yè)的營銷系統(tǒng)提出了更高的要求，需要電力企業(yè)不斷的更新和改造企業(yè)的營銷系統(tǒng)。本文以鄂爾多斯市供電局的營銷系統(tǒng)為例，介紹了電力營銷系統(tǒng)的相關(guān)理論，包括電力營銷系統(tǒng)的概念、結(jié)構(gòu)、特點和建設(shè)的目標、原則以及存在的問題及改進思想，然后對鄂爾多斯電業(yè)局營銷系統(tǒng)改造項目進行了可行性分析、總結(jié)了系統(tǒng)實施經(jīng)驗以及系統(tǒng)實施所帶來的一系列管理成果，最后采用層次分析法和模糊綜合評價模型對鄂爾多斯市電業(yè)局的營銷系統(tǒng)進行了效果評價，該系統(tǒng)的經(jīng)濟效益比較突出，社會效益和技術(shù)效益還有待進一步提高。通過效益評價，本文闡述了該電力營銷系統(tǒng)哪些方面做的好，哪些方面還應(yīng)不斷提高，以及在以后的營銷工作中應(yīng)注意的問題，希望能對相關(guān)企業(yè)提供參考。
[Abstract]:With the development of national economy, the reform of electric power system and the deepening of marketization, the marketing of electric power products is becoming more and more important.At present, the market development of electric power bureau is not sufficient, and the energy competition is fierce, which brings great challenge to the electric power bureau to establish itself in the market.This requires the electric power enterprise to change the marketing concept, improve the marketing mode, study the marketing strategy, and adopt more effective marketing means to establish the marketing system to meet the market demand.Many electric power enterprises have been committed to building a complete electric power marketing information system, fully introducing new technology and equipment to explore their own marketing capabilities.Information power marketing system can enhance the competitiveness of power enterprises in the market.Therefore, the electric power enterprise must be based on the marketing demand of the electric power market, through providing the high quality product and service to adapt to the commercial operation of the current market, in order to improve the productivity level and the enterprise benefit of the enterprise, set up the good image of the enterprise.Promote healthy, stable and rapid development of enterprises.The electric power management information system has been started in our country since the beginning of 1990s. It has been more than 30 years. The development and upgrading of the electric power marketing information system in our country has already had a certain scale through these years.Many power companies have established marketing and management systems that include electricity calculation and business expansion.However, the development of social economy, the constant change of electric power system and the upgrading of related technology have put forward higher requirements for the marketing system of electric power enterprises.Power enterprises need to constantly update and transform the enterprise's marketing system.Taking the marketing system of Ordos Power supply Bureau as an example, this paper introduces the relevant theories of electric power marketing system, including the concept, structure, characteristics and construction objectives, principles, existing problems and improvement ideas of electric power marketing system.Then the feasibility analysis of the marketing system reform project of Ordos Electric Power Bureau is carried out, and the system implementation experience and a series of management results brought by the system implementation are summarized.Finally, AHP and fuzzy comprehensive evaluation model are used to evaluate the effect of the marketing system of Ordos Electric Power Bureau. The economic benefits of the system are outstanding, and the social and technical benefits need to be further improved.Through benefit evaluation, this paper expounds which aspects of the electric power marketing system are doing well and which aspects should be improved continuously, as well as the problems that should be paid attention to in the future marketing work, in the hope of providing reference for the related enterprises.
【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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