發(fā)布時(shí)間：2018-11-04 13:06

【摘要】：我國市場經(jīng)濟(jì)的不斷發(fā)展必然要求電力市場進(jìn)行相應(yīng)的改革。由于電力行業(yè)的特殊性,我國電力行業(yè)一直處于壟斷競爭的局面,隨著電力行業(yè)改革的不斷深入,將對于整個(gè)電力行業(yè)和電力市場產(chǎn)生巨大影響,電力行業(yè)及電力市場必然向市場開放,電力企業(yè)壟斷經(jīng)營的局面將不復(fù)存在,供電企業(yè)作為電力市場不可缺少的部分,必將受到較大影響,如果仍然沿用原有市場條件下的經(jīng)營策略和營銷手段,將面臨一系列問題。因此,供電企業(yè)在新形勢下要改變以往的以產(chǎn)品為中心的經(jīng)營觀念,而要以客戶滿意為中心開展企業(yè)的生產(chǎn)活動(dòng),同時(shí)也要樹立新的營銷理念,建立客戶滿意的營銷體系,提供企業(yè)在新的市場環(huán)境中的綜合競爭力。首先,本文結(jié)合我國新電改對電力市場提出的新要求,在闡述相關(guān)理論的基礎(chǔ)上,對DY供電公司現(xiàn)有的營銷狀況進(jìn)行了全面的分析,這些分析包括現(xiàn)狀分析、環(huán)境分析、客戶行為分析和SWOT分析等,以識別DY公司在新電改環(huán)境下所面臨的政治、經(jīng)濟(jì)、社會等方面的機(jī)遇、威脅、優(yōu)勢、劣勢等,為制定公司營銷策略奠定了基礎(chǔ)。其次,結(jié)合DY供電公司電力營銷的實(shí)際情況,提出了多經(jīng)型營銷策略,這些策略包括客戶細(xì)分策略、產(chǎn)品策略、促銷組合策略、電力價(jià)格策略和渠道策略,旨在強(qiáng)化公司營銷戰(zhàn)略,保持忠實(shí)客戶,挖掘潛力客戶,擴(kuò)大市場份額,提高公司競爭力。再次,從企業(yè)經(jīng)濟(jì)效益、內(nèi)部營銷意識和客戶服務(wù)滿意度三個(gè)方面設(shè)計(jì)了相應(yīng)的評價(jià)指標(biāo)體系。最后,采用G1賦權(quán)法確定變量權(quán)重,并構(gòu)建模糊綜合評價(jià)模型,對國網(wǎng)DY供電公司營銷策略的實(shí)施效果進(jìn)行評價(jià)。通過評價(jià)可知,在電力改革的新形勢下,DY供電公司采取多經(jīng)型營銷策略具有良好的實(shí)施效果,即多經(jīng)型的營銷策略比較適合DY供電公司在改革的新市場中發(fā)展,有助于提升DY供電公司的競爭力。
[Abstract]:The continuous development of market economy in our country will inevitably require the corresponding reform of the electricity market. Because of the particularity of the electric power industry, the electric power industry of our country has been in the situation of monopoly competition all the time. With the deepening of the reform of the electric power industry, it will have a great influence on the whole electric power industry and the electric power market. The electric power industry and the electric power market are bound to open to the market, and the monopoly of the electric power enterprises will no longer exist. As an indispensable part of the electricity market, the power supply enterprises will be greatly affected. If the operation strategy and marketing means under the original market conditions are still used, there will be a series of problems. Therefore, under the new situation, the power supply enterprises should change the previous concept of product-centered management, and take customer satisfaction as the center to carry out the enterprise's production activities. At the same time, they should also set up a new marketing concept and establish a customer-satisfied marketing system. To provide the comprehensive competitiveness of enterprises in the new market environment. First of all, combined with the new demand of the new electricity reform in our country, based on the related theory, this paper makes a comprehensive analysis on the existing marketing situation of DY power supply company, which includes the current situation analysis, the environment analysis. Customer behavior analysis and SWOT analysis to identify the political, economic, social and other opportunities, threats, strengths and weaknesses faced by DY in the new power reform environment, which laid the foundation for the formulation of the company's marketing strategy. Secondly, considering the actual situation of power marketing in DY Power supply Company, this paper puts forward multi-channel marketing strategy, which includes customer segmentation strategy, product strategy, promotion combination strategy, power price strategy and channel strategy. The aim is to strengthen the company's marketing strategy, to maintain loyal customers, to tap potential customers, to expand market share, and to improve the competitiveness of the company. Thirdly, the evaluation index system is designed from three aspects of enterprise economic benefit, internal marketing consciousness and customer service satisfaction. Finally, the weight of variables is determined by G1 weighting method, and the fuzzy comprehensive evaluation model is constructed to evaluate the effect of marketing strategy of DY power supply company. Through evaluation, we can see that under the new situation of electric power reform, DY power supply company adopts multi-economic marketing strategy has good implementation effect, that is, multi-economic marketing strategy is more suitable for the development of DY power supply company in the new market reform. Help to improve the competitiveness of DY power supply companies.
【學(xué)位授予單位】：華北電力大學(xué)(北京)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.61;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 金fE俊;章丹妮;岑迪慶;;電力市場中電力營銷開拓的主要問題及對策研究[J];華東電力;2014年12期

2 琚春華;帥朝謙;;融入情境強(qiáng)度的客戶行為模式挖掘及變化偵測[J];管理科學(xué)學(xué)報(bào);2014年08期

3 許月恒;張明立;唐塞麗;;基于多維視角的工業(yè)服務(wù)市場服務(wù)質(zhì)量對客戶行為意向的影響研究[J];管理學(xué)報(bào);2013年08期

4 吳楊;劉俊勇;;基于云測度的電力營銷狀態(tài)評估及預(yù)警模型研究[J];電力系統(tǒng)保護(hù)與控制;2013年01期

5 孫翠芳;;電力營銷市場特點(diǎn)及營銷策略分析[J];科技創(chuàng)新與應(yīng)用;2012年25期

6 侯洪濤;黃有方;;基于Apriori算法的銀行客戶行為分析[J];硅谷;2012年03期

7 孫英云;張涵之;艾欣;;未來電網(wǎng)營銷管理[J];電力科學(xué)與技術(shù)學(xué)報(bào);2011年04期

8 甘露;;數(shù)據(jù)挖掘在電子商務(wù)客戶關(guān)系管理中的應(yīng)用[J];電子商務(wù);2011年06期

9 王光輝;楊小紅;徐小平;;現(xiàn)代電力市場營銷策略探討[J];科技資訊;2010年35期

10 王宏涵;;優(yōu)質(zhì)服務(wù)在電力市場營銷中的作用[J];今日科苑;2010年20期

相關(guān)碩士學(xué)位論文 前9條

1 杜敏;國網(wǎng)吉林供電公司電力營銷策略研究[D];吉林大學(xué);2015年

2 吳禮旺;基于客戶行為分析的電子商務(wù)潛在客戶挖掘研究[D];武漢理工大學(xué);2014年

3 肖莉;湛江供電局電力營銷策略研究[D];華南理工大學(xué);2013年

4 徐磊;智能電網(wǎng)下電力網(wǎng)絡(luò)營銷模式研究[D];山東大學(xué);2012年

5 劉洋;北京市電力公司電力市場營銷策略研究[D];華北電力大學(xué);2012年

6 鄒靜;縣級供電公司電力營銷策略研究[D];湖北工業(yè)大學(xué);2012年

7 張金魁;基于客戶消費(fèi)行為分析的客戶特征提取研究[D];武漢理工大學(xué);2012年

8 呂書玉;基于客戶行為分析的汽車售后備件損耗關(guān)聯(lián)研究[D];武漢理工大學(xué);2012年

9 黃聰;基于客戶行為分析與企業(yè)銷售預(yù)測的客戶管理決策模型與算法研究[D];上海交通大學(xué);2010年

，

本文編號：2309902