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本文根据企业战略和市场营销的基本理论，分析电力体制改革的最新趋势和发
电企业经营环境，制定发电企业的总体发展战略目标，系统地分析、研究《关于进
一步深化电力体制改革的若干意见》的要求以及关于售电侧市场相关配套政策；以
理论联系实际为基本原则，以解决实际问题为根本思路，确定发电企业在总体发展
战略目标下的营销战略；制定与国家新一轮的电力体制改革发展步调协调一致的市
场营销策略，有利于发电企业拓展经营发展空间，提高综合效益
本文以发电行业的大唐淮南洛河发电厂（以下简称洛河发电厂）作为研究的对
象，在国家电力体制改革的背景下，从内外环境两部分对洛河发电厂所处的战略竞
争环境做了分析，利用波特五种竞争力量模型和 SWOT 矩阵模型方法，从宏观和产
业环境的角度对洛河发电厂的售电营销环境进行全面分析和论述；找出洛河发电厂
的优势与劣势、机会与威胁。本文指出，面对日益激烈的电力市场竞争格局，洛河
电厂要发挥自身优势，把握机遇，牢固树立“安全生产是基础、经济效益是核心、
市场营销是关键”的经营理念，“以市场为导向、以效益为中心”的指导思想，努
力将发电企业的集团规模优势、技术优势和管理优势转化为营销优势、竞争优势和
效益优势。本文结合安徽省电力市场的实际情况，以洛河发电厂的实际情况为出发
点，制定适合安徽省电力市场环境的营销策略并对建立的模型进行初步研究，树立
大营销观念，加强政治营销与公共关系营销，制定合理的电价策略，严格控制成本，
加强客户关系管理，积极争取对大用户的直供电业务，打造优秀的营销团队，组成
战略合作等，为企业的售电营销工作提供了建设性意见
关键词：电力体制改革；电力市场；市场营销；发电企业华北电力大学硕士学位论文
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Abstract
At present, the power industry meets important opportunities of speeding up the
transformation development. The power industry is facing a series of new situations and
challenges in the new period of the deepening adjustment of the world energy structure,
the total loosening of the power supply and demand in our country and the constant
intensifying environmental resource constraints. The major breakthrough of this power
system reform is that power generation companies can participate in the business of
power sales, which is conducive to power generation enterprises to expand business
space and improve economic benefit. Therefore, according to the new situation of the
power system reform, the marketing strategy research on sales for power generation
enterprises has very important practical significance for power enterprises to adapt to the
current power market and increase the relative competitiveness of the market. At the
same time, it also has great significance to promote the new round of power system
reform.
Based on the basic theory of enterprise strategy and marketing, this thesis analyzes the
latest trend of power system reform and the operating environment of power generation
enterprises, formulates its overall development strategic objectives, systematically
analyzes and studies the requirements of Opinions on further power system reform and
the market-related policies on power sales. The fundamental principle is linking theory
with practice. The basic idea is solving practical problems. It determines the marketing
strategy in the overall development strategy objectives of the power generation
enterprises. And it formulates the marketing strategies which is consistent with the new
round of national power system transformation and development, which will be benefit of
expanding business development space, and improving the comprehensive benefits.
In the context of national power system reform, the object of study in this paper is Datang
Huainan Luohe Power Plant (hereinafter referred to as the Luohe Power Plant). It uses the
five competitive power models of Porter and SWOT matrix to analyze the internal and
external environment of the strategic competitive environment for Luohe power plant.
This paper analyzes and discusses the power sales marketing environment of Luohe
power plant from the macro and industrial environment and finds out the advantages and
disadvantages, the opportunities and threats of Luohe power plant. In the face of the华北电力大学硕士学位论文
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increasingly fierce competition in the electricity market, the Luohe Power Plant should
give full play to its advantages, seize the opportunity, firmly establish the business
philosophy safe production is the foundation, economic efficiency is the core, marketing
is the key, and follow the guiding ideology “take the market as the guidance, take the
benefits as the center. We should strive to translate the group size advantages,
technological advantages and management advantages into marketing advantages,
competitive advantage and efficiency advantages. Based on the actual situation of power
market in Anhui Province and the actual situation of Luohe Power Plant, this paper
formulates the marketing strategy which is fit for Anhui electric power market
environment and makes a preliminary study and calculation of the established model. It
also sets up the concept of marketing, strengthens the political marketing and public
relations marketing, develops a reasonable price strategy, makes a strict control of costs,
strengthens customer relationship management, and actively strive for large users of the
direct supply business, builds excellent marketing team, forms a strategic cooperation,
which give constructive comments for the enterprise&39;s power sales work.
Keywords: Power system reform, Power market, Marketing, Power generation
enterprises华北电力大学硕士学位论文
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目 录
摘要 .. I
ABSTRACT ..........II
第 1 章 绪 论 ......... 1
1.1 电力行业背景 .... 1
1.2 国内外售电营销策略研究综述 .. 1
1.2.1 国外售电营销研究 ........ 1
1.2.2 国内售电营销研究 ........ 2
1.3 发电企业售电营销策略研究的目的和意义 .... 2
1.4 本文的主要研究思路及篇章结构3
1.4.1 研究思路 .... 3
1.4.2 篇章结构 .... 3
第 2 章 电力市场营销理论综述 ...... 5
2.1 市场营销理论概述5
2.2 企业战略管理理论概述 ........ 6
2.2.1 企业战略管理的概念 ...... 6
2.2.2 企业战略分析6
2.3 电力市场营销理论概述 ........ 8
2.3.1 电力市场营销的概念 ...... 8
2.3.2 电力市场营销的基本经济活动 .......... 9
2.3.3 电力市场营销观念 ........ 9
2.4 本章小结 .......
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