摘要
本轮电力体制改革经过一年多的持续推进，早已进入“深水区”，并在许多
地区已呈现出激烈的竞争态势，在此背景下，作为传统的电网企业，国网汉中供
电公司将如何参与和融入改革，如何在竞争中不断做强核心竞争力，牢牢占据市
场主动权和应有份额，是摆在企业面前、关乎发展甚至生死存亡的重大课题，这
也是本文的主要目的和意义

本文简要阐述了国内外研究及发展情况，随后运用波特五力模型，逐一分析
了与汉中供电公司相关的五方面力量的现状及发展趋势，得出未来汉中售电侧市
场竞争将异常激烈的结论；运用 SWOT 模型较为细致地分析了汉中供电公司的竞
争优势和劣势，以及外部的机遇和威胁，认为通过整合优势资源、补强劣势短板、
化解外部威胁、紧抓变革契机，能够较好提升核心竞争力、拓展占牢市场份额

在此基础上，提出了适宜于经济发展趋势、电改政策要求、行业发展规律、地域
实际特点的四大竞争策略，系统思考并阐述了清洁发展策略、差异化服务策略、
节能及“多能”发展策略、内外部资源整合策略，形成了系统可行的竞争策略，
并随之制定了主配网强力支撑机制、政策研究及成果转化机制、全业务界面高效
协同机制三大保障机制，为上述四大竞争策略的有效实施提供支撑。随后，以汉
中未来最大的客户集合地——航空智慧新城为案例载体，将竞争策略予以模拟实
施，进行竞争策略落地展示，并预测竞争策略实施效果

通过研究思考，文章认为国网汉中公司可以通过运用整合思维，从整合清洁
能源供给与需求、整合服务新业务与消费新需求、整合多能供应与节能服务、整
合企业内部优势资源与外部有利资源，从而构建企业更为有力的核心竞争力，达
到服务模式的转型升级、盈利模式的转变创新和市场份额的占牢拓展，在改革发
展中不断壮大成长

关键词：电力体制改革；售电市场竞争；整合思维；竞争策略华北电力大学硕士学位论文
II
Abstract
A new round of power system reform already entered deep water area
after more than a year of implementation, which leading to the fierce competition in
many areas. On this background, how to participate and integrate into the reform and
how to improve core competence in competition in order to gain an competitive
position in market competition are the great subjects for the State Grid Hanzhong
Power Supply Company as a traditional grid enterprise. There are also the purpose
and significance in this paper.
Firstly, this paper briefly describes the present research status at home and
abroad, the present situation and development trend of Hanzhong Power Supply
Company about five forces using Potter&39;s five-force model. The results show that the
electricity market in Hanzhoung is extremely competitive in the future. Secondly, the
paper uses SWOT method to analyze the strength, weakness, opportunities and
threats. By means of integrating resources advantages, addressing its weaknesses,
reducing exterior threat and grasping the crux of reform, the core competitiveness
would be promoted and the market share would be expanded. Thirdly, the four
competitive strategy for the economic development trend，power policy on request，
industry development laws and actual conditions is submitted. The paper illustrates
the strategy of clean development，of differentiated services ，of the energy saving
and resource integration. Then the competitive strategy is formed feasibly. The
mechanisms of electric power support, of policy research and service interface
efficient collaboration are produced for supporting the effective implementation of
four competitive strategy. Finally, the strategy is simulated which is based on the case
of Hanzhong aviation wisdom town. It is really showed. The actual result is
forecasted.
The paper considers that the State Grid Hanzhong Power Supply Company
builds the core competence by integrating supply and demand for clean energy. By
the methods presented above, the State Grid Hanzhong Power Supply Company
achieves the transformation of service mode and the development of the enterprise.
Keywords: power system reform, competition on the electricity market, integral
thinking, competitive strategy华北电力大学硕士学位论文
III
目 录
摘要 ...I
ABSTRACT.....II
目 录 III
第 1 章 绪论 .....1
1.1 研究的背景及意义 .........1
1.1.1 研究的背景...1
1.1.2 研究的意义..2
1.2 国内外研究现状 .5
1.2.1 国外研究现状..........5
1.2.2 国内研究现状..........7
1.3 研究思路及主要内容 .....9
1.3.1 研究思路......9
1.3.2 主要内容....10
第 2 章 电改发展历程及经验启示 ...11
2.1 我国电力发展和电改历程 .......11
2.1.1 我国电力发展历程11
2.1.2 电力体制改革历程12
2.2 国外售电企业营销经验的借鉴意义 ...15
2.2.1 国外售电企业营销模式....16
2.2.2 国外电改经验的借鉴意义17
2.3 本章小结 ...........19
第 3 章 国网汉中公司竞争现状分析 ...........20
3.1 波特五力分析 ...20
3.1.1 同行竞争者分析....20
3.1.2 新进入者分析........21
3.1.3 替代品分析21
3.1.4 供应商分析22
3.1.5 顾客分析..