本文關(guān)鍵詞： 電力企業(yè) 營(yíng)銷(xiāo)策略 大客戶營(yíng)銷(xiāo)　出處：《華北電力大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著電力體制改革的深入發(fā)展,電力市場(chǎng)壟斷經(jīng)營(yíng)的格局被打破,電力市場(chǎng)將逐步全面走向市場(chǎng)。供電企業(yè)參與到市場(chǎng)競(jìng)爭(zhēng)中將會(huì)成為社會(huì)主義市場(chǎng)經(jīng)濟(jì)發(fā)展的必然趨勢(shì)。如何增強(qiáng)市場(chǎng)意識(shí),重視客戶資源,提升企業(yè)經(jīng)濟(jì)效益成為供電企業(yè)生存和發(fā)展的關(guān)鍵問(wèn)題。以客戶為中心的生產(chǎn)經(jīng)營(yíng)模式成為供電企業(yè)未來(lái)生存發(fā)展的必然選擇。大客戶是供電企業(yè)電量主要購(gòu)買(mǎi)者,也是其主要利潤(rùn)來(lái)源。電力大客戶的特殊地位使其在對(duì)供電企業(yè)經(jīng)濟(jì)效益產(chǎn)生直接影響的同時(shí)還會(huì)造成間接的社會(huì)影響。這是因?yàn)殡娏Υ罂蛻綦妷旱燃?jí)高,容量大,與系統(tǒng)直接接線,如果發(fā)生事故,給客戶造成損失的同時(shí)會(huì)使電網(wǎng)的安全運(yùn)行產(chǎn)生嚴(yán)重后果,從而產(chǎn)生大面積停電的負(fù)面社會(huì)影響。對(duì)于供電企業(yè),大客戶營(yíng)銷(xiāo)策略研究具有重要現(xiàn)實(shí)意義。本文通過(guò)對(duì)撫順地區(qū)用電市場(chǎng)的現(xiàn)狀分析,確定該公司的主要用電客戶群及大客戶目標(biāo)市場(chǎng)：根據(jù)大客戶用電特征,運(yùn)用電力營(yíng)銷(xiāo)基本理論及SWOT分析法對(duì)大客戶用電市場(chǎng)環(huán)境進(jìn)行分析,進(jìn)一步查找出該公司目前大客戶營(yíng)銷(xiāo)存在的主要問(wèn)題：從產(chǎn)品質(zhì)量、價(jià)格、促銷(xiāo)、服務(wù)四個(gè)方面制定撫順供電公司大客戶普遍營(yíng)銷(xiāo)策略。通過(guò)對(duì)該公司大客戶價(jià)值分析,運(yùn)用多維度聚類(lèi)分析方法對(duì)大客戶進(jìn)行識(shí)別與分類(lèi),并制定差異化營(yíng)銷(xiāo)策略。并從電網(wǎng)基礎(chǔ)、大客戶經(jīng)理組織體系、大數(shù)據(jù)營(yíng)銷(xiāo)信息技術(shù)三方面工作提出該公司大客戶營(yíng)銷(xiāo)策略實(shí)施的保障措施。希望能為供電企業(yè)開(kāi)展大客戶營(yíng)銷(xiāo)工作有所參考借鑒。
[Abstract]:With the deepening development of the electric power system reform, the pattern of monopoly management in the electric power market has been broken. The electric power market will step by step towards the market. The participation of power supply enterprises in the market competition will become an inevitable trend in the development of socialist market economy. Improving the economic benefits of power supply enterprises has become a key issue for the survival and development of power supply enterprises. The customer-centered production and management model has become the inevitable choice for the future survival and development of power supply enterprises. Large customers are the main purchasers of power supply enterprises. It is also its main source of profit. The special status of large power customers makes them have a direct impact on the economic benefits of power supply enterprises, but also has an indirect social impact. This is because of the high voltage level and large capacity of large power customers. Direct connection with the system, if an accident occurs, it will cause serious consequences to the safe operation of the power grid while causing losses to the customers, thus having a negative social impact of large-scale power outages. It is of great practical significance to study the marketing strategy of large customers. Through the analysis of the current situation of electricity market in Fushun area, this paper determines the main customer groups and the target market of large customers: according to the characteristics of power consumption of large customers, Based on the basic theory of electric power marketing and SWOT analysis, the paper analyzes the market environment of large customers, and finds out the main problems in the marketing of large customers: product quality, price, promotion, etc. Through analyzing the value of large customers of Fushun Power supply Company, using the method of multi-dimensional cluster analysis to identify and classify the large customers, the author makes a general marketing strategy of Fushun Power supply Company in four aspects of service. And make the differentiated marketing strategy. And from the grid foundation, key account manager organization system, Big data's marketing information technology three aspects of work put forward the company's major account marketing strategy implementation of the safeguard measures, hoping to power supply enterprises to carry out major customer marketing work reference.
【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】：2015
【分類(lèi)號(hào)】：F426.61;F274

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本文編號(hào)：1548639