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县级供电企业是我国实施电能输送的终端企业,在我国电力行业中占的数量最多,
分布最广的基层实体。同时它所面对的客户群体也是最多、最特殊.直接面对广大农村、
城镇用户。随着县域经济和互联网及智能电网建设的快速发展,人们生活水平逐渐提高,
更多的电器产品和智能终端设备也开始不断涌入用户家庭,广大的城镇和农村用户己经不
再简单满足电能产品可以照明这点基本要求了,他们对电能的需求日益增大,对电能质量、
优质服务提出了更高的要求。当前,随着邱县工业园区的打造,多举措招商引资,很多企
业入驻邱县,全县用电量越来越多。但是同时又有很多替代能源进入邱县市场,比如:煤
气、天然气和分布式电源,与电能形成了一定的竞争力。目前邱县供电公司面对的电力市
场是既有机会又有威胁,在当前的背景条件下,邱县供电公司要认清当前的形势,以市场
需求为导向,制定相应的电力营销策略,为广大的电力客户提供高质量的产品和服务,促
进供电公司在新的市场形式下持续健康的发展。本文以邱县供电公司为具体分析对象,以
宏、微观环境分析为依托,对县级供电公司营销工作进行总结梳理,以得出供电公司发展
所需要的针对性营销策略
本文首先阐述了电力营销的相关理论和智能电网在国内外电力市场当中的发展现状
及研宄成果,分析了智能电网对电力营销的影响。其次,以智能电网发展为主线对邱县供
电公司进行环境分析。通过宏观、微观环境分析及公司自身优劣的SOWT分析,明晰了当
前电网环境下电力市场运行的特点及县级供电企业在营销过程中的突出问题和制约瓶颈
最后,本文针对这些邱县供电公司存在的问题,为邱县供电公司创新和制定了一套适合公
司发展的电力市场营销策略:服务营销策略、电力需求侧管理策略、打造新型公共关系、
强化营销保障策略。这些营销策略的创新和制定对邱县供电公司电力市场营销策略的研究,
具有一定的针对性和有效性,希望对邱县供电公司今后的健康发展能够有所帮助
I 昆明理工大学专业学位硕士学位论文
智能电网发展过程中县级供电公司营销策略研究
关键词:智能电网县级供电公司SWOT分析市场营销策略
II 昆明理工大学专业学位硕士学位论文
智能电网发展过程中县级供电公司营销策略研究
Abstract
With the reform of Chinas electric power management mechanism going increasing
ly deeper, many enterprises including State Grid Corporation of China have transformed t
heir operating systems and development strategies. In the context of booming intelligent g
rid, electric power marketing must keep pace with the time and change the previous inhe
rent more to open a new electricity power market. It can be seen that to develop electri
city power marketing strategies has become the priority among priorities. Therefore, powe
r supply enterprises should strengthen the researches and development of marketing strate
gies, which is undoubtedly a powerful tool for them to deal with challenge and opportun
ities in the market mechanism in future. It is directly associated with the survival and de
velopment of electric power companies.
Being terminal enterprises in power transmission, China9 s county-level power supply
enterprises make up the majority by number and dot most widely by location. Meanwhi
le, their customers are the biggest and most special group of China9 s whole population—
rural and town residents. The rapid economic development of China5 s counties contributes
to better lives of local households that in that case are no longer satisfied with some si
mple lighting electric products with more home appliances available and affordable. Rural
and town residents have an increasing demand for power, as well higher requirements f
or power quality and customer service. At present, during the construction of Qiu County
Industrial Park, lots of enterprises set their feet onto its market thanks to investment att
raction,in light of which power demand is on the rise,while other alternative energies s
uch as coal gas3 natural gas are also available on the market competing with power. Ther
efore,Qiu County Power Supply Enterprise nowadays is facing both challenge and oppor
tunity. Under this circumstance, Qiu County Power Supply Enterprise shall be aware of t
he current situation, creating a modem marketing mechanism oriented by market demand
and putting forward effective marketing strategies aiming at providing customers with hi
gh,quality power and services,thus finding itself a development path of sustainability alig
ned with new market momentum.
m 昆明理工大学专业学位硕士学位论文
-
智能电网发展过程中县级供电公司营销策略研究
This paper, taking Qiu County Power Supply Enterprise as an example, sorts out t
he marketing strategies of county-level power supply enterprises based on both macro- an
d micro-environment analysis and SOWT analysis of their advantages and disadvantages,
and finds out an effective combination of marketing strategies that may stimulate the dev
elopment of power supply enterprise.
First, this paper, based on power marketing theories, describes the current status an
d important research achievements of intelligent grid at home and abroad. Afterwards, th
e author analyzes the environment faced by Qiu County Power Supply Enterprise at pres
ent, and through both macro- and micro-environment and SWOT analyses, explains the fe
atures in the current power market and prominent issues and restraints of marketing activi
ties encountered by county-level power supply enterprises. As for prominent issues and re
straints,the paper puts forward a combination of strategies of power product, power pric
e, power distribution channel, power sales promotion and high-quality service for Qiu Cou
nty Power Supply Enterprise. At last, the author brings some advises for the implementati
on of marketing strategies in order to better execute enterprise development strategy and
always meet customers9 demands: Service marketing strategy, build new public relations,
power demand side guidance strategy, internal management strategy. Study on the market
ing strategy of Qiu County power supply company market innovation the marketing com
bination strategy and develop, has certain pertinence and validity, hope can be helpful to
the healthy development of Qiuxian power supply company
Keywords: intelligent grid; power supply company at the county level; SWOT analys
is; marketing strategy
IV 昆明理工大学专业学位硕士学位论文
智能电网发展过程中县级供电公司营销策略研究
目录
m w I
ABSTRACT Ill
￥1胃绪论 1
1.1研宄的背景及意义1.1.1研宄的背景1.1.2研宄的意义1.2国内外研宄现状1.2.1国内外智能电网研究现状1.2.2国内外智能电网下的电力营销1.3研宄内容: 5
1.4研究技术路线 6
1.5研宄方法 7
第2章相关的理论基础2.1智能供_介 8
2.1.1 智能供电的提出2.1.2 智能电网概念2.1.3智能电网的主要特征2.2电力市场营销学概述2.2.1电力市场营销概念2.2.2电力市场营销特点2.2.3电力市场营销策略第3章智能电网对电力营销的影响
