摘 要
随着电力市场不断推进，发电市场已基本形成，发电企业之间竞争日益激烈。发电
企业在市场竞争中，面对煤炭价格的不断上涨，发电成本的持续升高，环保要求的日趋
提高，平均发电利用小时数下降等因素影响，企业面临着严峻的经营形式。近年，政府
相关部门为落实节能减排政策，实现资源优化配置，鼓励高能耗、小容量发电机组向低
能耗、大容量的发电机组转让电量。电网企业开展了发电权有偿替代交易，提供了电量
有偿转让的交易平台，为发电企业创造经济效益带来了机遇。发电企业为了适应激烈的
市场竞争，迫切需要加强对营销策略的研究以适应发电权交易市场。

本文从电力市场入手，基于发电权有偿替代交易，针对黑龙江省内发电企业的特点，
运用营销学、战略管理等理论，提出适应黑龙江省发电企业的营销策略。首先对黑龙江
省发电企业的优势、劣势和面临的机会、威胁进行了全面的分析，建立 SWOT 分析矩
阵，提出适合黑龙江省发电企业在发电权交易中可以选择的几种战略措施。其次，基于
发电权交易对发电企业出让发电权的电力市场从多角度进行细分，同时评估每个细分市
场，并设定目标市场，确定市场定位。最后，通过对发电企业的营销定位，借鉴现代市
场营销策略 6P 理论，基于发电权交易，制定适合黑龙江省发电企业的市场营销策略（6P
营销策略），并提出策略的实施与保障措施。本文的研究为黑龙江省发电企业在发电权
交易中运用营销策略提供了参考，提升了发电企业的市场竞争能力，完善和丰富了发电
权交易中营销策略的研究。

关键词：交易；发电权；发电企业；营销策略
Abstract
With the continuous progress of the electricity market, power generation market has
been basically formed, the increasingly competitive power generation business. Power
generation companies in the market competition, in the face of the coal prices rising, the cost
of electricity continues to rise, environmental protection requirements is rising, the average
power generation utilization hours decline factors, enterprises are faced with the difficult
business situation. In recent years, the relevant government departments for the
implementation of energy saving policies to achieve the optimal allocation of resources to
encourage high-energy, small-capacity generating units to the low-power, high-capacity
generating units transfer power. Grid enterprises to develop power generation right to
compensation for the substitute transaction, to provide compensation for the transfer of
electricity trading platform, and bring opportunities to create economic benefits for the power
generation companies. Power generation companies in order to adapt to the fierce market
competition, there is an urgent need to strengthen the marketing strategy to adapt to the
power trading market.
Start from the power trading market-based power generation the right to compensation
for the substitute transaction, the characteristics of the power generation companies in
Heilongjiang province, the use of marketing, strategic management theory, marketing
strategy to adapt to the power generation enterprises in Heilongjiang Province. Generating
enterprises in Heilongjiang Province, strengths, weaknesses and opportunities facing the
threat of a comprehensive analysis, the establishment of the SWOT analysis matrix, several
strategic measures proposed for power generation enterprises in Heilongjiang Province in
generating trading. Secondly, based on generating trading, power generation companies to
sell the electricity market of the generation right from the multi-angle segments, while
assessing each market segment, and set the target market, determine the market positioning.
Finally, through the marketing positioning of the power generation companies, drawing on
the the 6P theory of modern marketing strategy, based on generating trading, develop
marketing strategies for generating enterprises of Heilongjiang Province (6P marketing
strategy), and proposed a strategy for the implementation of safeguards. This study the use of
marketing strategies for power generation enterprises in Heilongjiang Province in the power
generation trading provides a reference, to enhance competitiveness in the market for power
generation companies, improve and enrich the study of marketing strategy in the power
generation trading.
Key words： trading; generation rights; power generation companies; marketing strategy