摘要
进入新世纪以来,国家经济发展形势总体良好,国内投资、消费实现平稳
较快增长。政府投资向中西部地区倾斜,国家确定了 “扩内需、调结构、惠民
生”的战略方针,对地区工业经济形成有力的拉动,宏观经济环境和电力市场
前景看好。但由于国际金融危机影响,宏观经济环境不确定因素较多,开拓电
力市场、增供扩销与经济结构调整、节能减排政策深入实施之间的矛盾突出,
自备电厂不断抢占市场空间,地区电力市场仍存在较大的风险和不确定性。此
外,供需矛盾日益突出,就蒙西电网而言,统调装机容量不能满足富余电力送
出需求及网内风电消纳,面临着严峻的电力平衡形势。随着电力科技的发展,
电力体制改革的深化,电力市场形势发生重大转变,供电企业面临着新的形势
和新挑战。因此拓展电力市场,提升企业经营效率,是供电企业面临的主要任
务。

作为从事服务营销的企业,供电企业的核心使命是做好电力营销管理工作,
服务广大用户。但是目前供电企业电力营销管理缺乏多元性、科学性、创新性
的管理体制,供电企业的营销管理水平、市场化水平与国内外其他行业相比仍
然有着很大的差距。因此有必要对电力营销管理进行深入研究,在“以客户为
中心”的经营理念的指导下,建立供电企业的多元化、科学性、创新性的营销
管理体系,提高供电企业的市场化水平,不断增强企业的核心竞争力。因此研
究电力营销管理对内蒙古呼和浩特市供电局具有重要作用。

本文主要是针对内蒙古呼和浩特市供电局中存在的问题进行分析研究,以
期解决内蒙古呼和浩特市供电局遇到的电力营销管理意识浅薄、电力设备体系
不健全、电力营销管理体系不健全等问题,提出适合内蒙古呼和浩特供电局发
展的营销战略,通过各项市场营销组合的创新,打造和谐共赢的蒙电服务品牌,
促进呼和浩特供电局实现跨越式发展。

关键词:呼和浩特市供电局,电力市场,营销管理,服务营销
Abstract
Since the new century, China's economy has been advancing greatly, with a
steady and quick increase of domestic investment and consumption. The government
has made more investments in the middle and western regions. At present,the
strategy of expanding domestic demand, adjusting structure and benefiting the
people's livelihood has fueled the regional industry and economy. Meanwhile,it is
helpful to create an excellent environment of macro-economy and good prospects of
electricity market. However, the international financial crisis has given rise to a series
of problems. To be concrete, there are contradictions between the uncertain factors in
macro-economic environment, the exploitation of electricity market, the increase of
supply and sales and the implementation of the policies on adjusting economic
structure and energy conservation and emission reduction. Self-supply power plants
keep grabbing the market and the regional electricity market still runs a risk and has
uncertainty. Apart from these factors, the contradiction between supply and demand is
sharpening. Taking the Mengxi Grid as an example, it is confronted with the grim
situation for balancing electricity because the unitary dispatching installed capacity
cannot meet the demand for outputting surplus electricity and the wind power
decreases in the grid. At present, the power supply enterprises are faced with new
situation and challenges because of the development of electricity technology, the
deepening reform of electricity system,and the major shift of electricity market. Thus,
these enterprises have to face with the main task of exploiting electricity market and
improving the efficiency of enterprise management.
Being an enterprise of service and sales, the power supply enterprise has a
mission to undertake the electricity marketing administration and serve customers.
However, owing to the lack of multiple, scientific and initiative system in
administrating the electricity marketing of the power supply enterprises, there is a
wide gap between the enterprises of China and those of foreign countries as far as the
level of sales administration and marketing is concerned. Therefore, it is necessary to
。。。