【摘要】：我國(guó)市場(chǎng)經(jīng)濟(jì)的不斷發(fā)展必然要求電力市場(chǎng)進(jìn)行相應(yīng)的改革。由于電力行業(yè)的特殊性,我國(guó)電力行業(yè)一直處于壟斷競(jìng)爭(zhēng)的局面,隨著電力行業(yè)改革的不斷深入,將對(duì)于整個(gè)電力行業(yè)和電力市場(chǎng)產(chǎn)生巨大影響,電力行業(yè)及電力市場(chǎng)必然向市場(chǎng)開放,電力企業(yè)壟斷經(jīng)營(yíng)的局面將不復(fù)存在,供電企業(yè)作為電力市場(chǎng)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(chǎng)條件下的經(jīng)營(yíng)策略和營(yíng)銷手段,將面臨一系列問(wèn)題。因此,供電企業(yè)在新形勢(shì)下要改變以往的以產(chǎn)品為中心的經(jīng)營(yíng)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(yíng)銷理念,建立客戶滿意的營(yíng)銷體系,提供企業(yè)在新的市場(chǎng)環(huán)境中的綜合競(jìng)爭(zhēng)力。首先,本文結(jié)合我國(guó)新電改對(duì)電力市場(chǎng)提出的新要求,在闡述相關(guān)理論的基礎(chǔ)上,對(duì)DY供電公司現(xiàn)有的營(yíng)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(shí)別DY公司在新電改環(huán)境下所面臨的政治、經(jīng)濟(jì)、社會(huì)等方面的機(jī)遇、威脅、優(yōu)勢(shì)、劣勢(shì)等,為制定公司營(yíng)銷策略奠定了基礎(chǔ)。其次,結(jié)合DY供電公司電力營(yíng)銷的實(shí)際情況,提出了多經(jīng)型營(yíng)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(yíng)銷戰(zhàn)略,保持忠實(shí)客戶,挖掘潛力客戶,擴(kuò)大市場(chǎng)份額,提高公司競(jìng)爭(zhēng)力。再次,從企業(yè)經(jīng)濟(jì)效益、內(nèi)部營(yíng)銷意識(shí)和客戶服務(wù)滿意度三個(gè)方面設(shè)計(jì)了相應(yīng)的評(píng)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(píng)價(jià)模型,對(duì)國(guó)網(wǎng)DY供電公司營(yíng)銷策略的實(shí)施效果進(jìn)行評(píng)價(jià)。通過(guò)評(píng)價(jià)可知,在電力改革的新形勢(shì)下,DY供電公司采取多經(jīng)型營(yíng)銷策略具有良好的實(shí)施效果,即多經(jīng)型的營(yíng)銷策略比較適合DY供電公司在改革的新市場(chǎng)中發(fā)展,有助于提升DY供電公司的競(jìng)爭(zhēng)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(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.61;F274

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本文編號(hào)：2309902