通化供電公司電力營(yíng)銷(xiāo)策略研究.pdf

1、華北電力大學(xué)_L商管理碩士專(zhuān)業(yè)學(xué)位論文摘要隨著電力體制改革的不斷深化，供電企業(yè)面臨的市場(chǎng)環(huán)境也隨之變化，如何加強(qiáng)供電企業(yè)電力營(yíng)銷(xiāo)，確保供電企業(yè)健康、穩(wěn)定、快速地發(fā)展，己經(jīng)成為供電企業(yè)面臨的首要任務(wù)。本文首從宏觀、微觀環(huán)境、競(jìng)爭(zhēng)環(huán)境等方面論述了通化供電公司所面臨的營(yíng)銷(xiāo)環(huán)境，并對(duì)通化供電公司的經(jīng)營(yíng)情況及營(yíng)銷(xiāo)工作中存在問(wèn)題進(jìn)行了分析其次根據(jù)通化地區(qū)用電市場(chǎng)特點(diǎn)及通化供電公司電力營(yíng)銷(xiāo)現(xiàn)狀，進(jìn)行用電市場(chǎng)細(xì)分及目標(biāo)用電市場(chǎng)選擇定位最后制定了以大用戶(hù)

2、為主導(dǎo)的目標(biāo)市場(chǎng)營(yíng)銷(xiāo)組合策略及保障措施，并提出了采用大用戶(hù)直購(gòu)電營(yíng)銷(xiāo)模式的實(shí)施建議。關(guān)鍵詞:供電公司，大用戶(hù)直購(gòu)電，目標(biāo)市場(chǎng)，營(yíng)銷(xiāo)組合ABSTRACTWiththedeePeningreformofeleetrieityandPowersuPPlyenterprisesarefaeingamarketenvironmentalsoehanges，howtostrengthenthemarketingofeleetrieitysuPPly

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6、oflargeuserstobuydireetlymarketingPoweroftheimPlementationoftheProPosedmodel.GaoYang(MasterofBusinessAdministration)DireetedbyProf.LuoGuoLiangKEYWORDS:PowerSuPPlyComPany，PowerPurehaseForBigConsume，TargetMarketing，Marketi

7、ngCombination飛華北電力大學(xué)工商管理碩士專(zhuān)業(yè)學(xué)位論文4.1積極開(kāi)展優(yōu)質(zhì)服務(wù)策略................................……304.2市場(chǎng)開(kāi)拓策略.......................................……304.2.1重點(diǎn)目標(biāo)市場(chǎng)開(kāi)拓策略...........................……314.2.2農(nóng)村市場(chǎng)開(kāi)拓策略............................

8、...……314.2.3與替代能源競(jìng)爭(zhēng)策略.............................……314.3價(jià)格調(diào)控策略.......................................……324.3.1分時(shí)電價(jià)讓價(jià)策略...............................……324.3.2兩部制電價(jià)讓價(jià)策略.............................……324.3暢通渠道策略..........

9、.............................……324.3.1加大電網(wǎng)建設(shè)...................................……32一4.3.2直供直銷(xiāo)策略...................................……334.5大用戶(hù)營(yíng)銷(xiāo)策略......................................……334.5.1大用戶(hù)滿(mǎn)意營(yíng)銷(xiāo)策略....................

10、.........……334.5.2一對(duì)一營(yíng)銷(xiāo)策略.................................……334.5.3大用戶(hù)開(kāi)發(fā)營(yíng)銷(xiāo)策略.............................……344.5.4大用戶(hù)直購(gòu)電營(yíng)銷(xiāo)策略...........................……34第五章通化供電公司實(shí)施電力營(yíng)銷(xiāo)策略的保障措施................……365.1重視電力需求側(cè)管理...........

11、.......................……365.2完善電費(fèi)風(fēng)險(xiǎn)預(yù)警機(jī)制................................……365.3全面提高優(yōu)質(zhì)服務(wù)水平.........……，................……375.4全面加強(qiáng)營(yíng)銷(xiāo)隊(duì)伍建設(shè)................................……375.5積極服務(wù)新農(nóng)村建設(shè)..................................……38

12、5.6加大電力營(yíng)銷(xiāo)資金投入................................……385.7加強(qiáng)大用戶(hù)營(yíng)銷(xiāo)管理工作..............................……38第六章結(jié)論..................................................……40參考文獻(xiàn)......................................................……41致謝