摘要
随着社会经济的快速发展和人民生活水平的不断提高，民众的法律维权意识也随之
增强，对供电服务提出了更高的要求。在电力市场化改革进一步深化的新形势下，受售
电侧改革的影响，供电企业面临前所未有的挑战，亟需提升供电质量和服务水平，增强
企业的市场竞争力。加强企业的品牌营销无疑是一个好的选择。研究售电侧放开形势下
供电企业如何开展品牌营销，对适应体制改革后的环境，提高竞争力具有重要意义。此
外，本文的研究还可以丰富售电市场领域供电公司品牌营销理论，为电力能源产业链整
合及提高优化资源利用率提供理论依据，为新电改下其它售电主体提供一定的参考价值
和借鉴意义

本文通过以供电企业品牌营销为研究对象，将理论分析与供电企业品牌营销工作实
践相结合，运用 SWOT 法、列表法和鱼骨图法对供电企业的品牌营销现状和存在的问
题及原因进行了整理和分析研究。对照售电侧改革下供电企业的新目标、新要求，提出
供电企业在售电侧改革下需重新构建品牌营销体系的思路，调整品牌营销策略来适应新
形势，并以绍兴公司为例，进一步研究供电企业在售电侧放开形势下应如何结合自身实
际调整品牌营销策略。此外，本文还针对供电企业在开展供电服务和电网工程建设中遇
到的品牌风险和危机，分析品牌危机发生的成因，提出供电企业解决与用户的供用电矛
盾的预防措施、基本原则和处理流程

关键词：供电企业；品牌营销；品牌危机；售电侧改革华北电力大学硕士学位论文
II
Abstract
With the rapid development of social economy and the continuous improvement of
residents’ living standards, people&39;s legal rights consciousness is also strengthened, and then
they put forward higher requirements on power supply service. In the new situation of power
market reform further deepening, the power supply enterprises which are impacted by the
sale-side reform are facing unprecedented challenges, so they need to improve the power
supply quality and service level urgently, and to enhance the market competitiveness.
Strengthening the brand marketing is undoubtedly a good choice, so research on how to carry
out brand marketing of power supply enterprises under the sale-side open situation becomes
meaningful, such as let enterprises to adapt the new environment and improve their
competitiveness. In addition, the research of this paper can enrich the brand marketing theory
of power supply company in electricity selling market, and provide theoretical basis for
consolidate the power energy industry and improve the utilization rate of resources, and then
offer certain reference value for other electricity selling subjects under the new situation.
In this paper, the brand marketing of power supply enterprise as the research object,
combined the theoretical analysis and the practice of brand marketing, using SWOT method,
tabulation method and fishbone diagram to collate and analyze the status and problems of the
brand marketing. According to the new targets and requirements of power supply enterprises
under the sale-side reform, the paper raised the idea of rebuild the brand marketing system
and adjusted the brand marketing strategy to adapt to the new situation. Finally, Shaoxing
company as an example is used to further research on how to adjust brand marketing strategy
under the sale-side open situation. Furthermore, this paper also analyzed the brand risk and
crisis of power supply enterprises in the construction of power grid engineering and its causes,
and put forward the preventive measures, basic principles and treatment process of the
contradiction between power supply enterprises and users.
Keywords: Power Supply Enterprises; Brand Marketing; Brand Crisis; Electricity Sale-Side
Reform华北电力大学硕士学位论文
III
目录
摘要.I
Abstract.II
第 1 章 绪论.......1
1.1 研究背景....1
1.2 研究意义....2
1.3 国内外研究动态....2
1.3.1 国外相关研究...2
1.3.2 国内相关研究...4
1.4 研究内容和基本框架........5
第 2 章 相关理论综述...6
2.1 品牌对营销的影响7
2.2 影响品牌营销的品牌因素7
2.2.1 品牌定位...........7
2.2.2 品牌承诺...........8
2.2.3 品牌维护...........8
2.3 品牌营销基本理论9
2.3.1 品牌营销的概念...........9
2.3.2 品牌营销的意义...........9
2.3.3 品牌营销分析方法.....10
2.4 本章小结..11
第 3 章 供电企业品牌营销问题分析.11
3.1 我国供电企业品牌营销状况.......12
3.2 供电企业品牌营销现状..13
3.3 供电企业品牌营销问题的原因分析......15
3.3.1 品牌定位问题的原因分析.....15
3.3.2 品牌经营问题的原因分析.....15
3.3.3 品牌推广问题的原因分析
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