Abstract
As the "weatherglass" of economic development, the power industry has always
been an important basic industry of China's national economy and a leading industry of
national important development strategy. Especially after the reform and opening up
policy, it has achieved sustained and rapid development. In March 2015, the Party Central
Committee and the State Council issued the "Opinions on Further Deepening the Reform
of Electric System", which initiated a new round of reform in the electric power system.
With the deepening of my country’s power system reform, power generation companies
are facing challenges brought about by factors such as electricity surplus and the thermal
coal market. For power generation companies, the original traditional marketing model
can no longermeet the currentdevelopment needs andthe marketing competition
awareness should be established. Therefore, how to take advantage of the development
opportunities brought about by the new round of power system reforms to continuously
optimize the marketing strategies of enterprises to generate higher economic benefits and
social value is a problem that all power generation companies need to solve. The release
ofthe "14thfiveyear plan"formodern energysystemalso putsforwardnew
requirements for coal-fired power enterprises to orderly eliminate backward coal-fired
power production capacity and reasonably build supportive and regulatory advanced
coal-fired power. In the face of the development opportunities brought about by the power
system reform and the change of the state policy on coal-fired power generation，as the
"textbook" of China’s thermal power history and the benchmark of China’s power reform,
Z Power Plant can only adapt to the current power reform needs as soon as possible, grasp
the changes in China’s power market, adapt to the situation, exert its own advantages,
make up for deficiencies,and formulate electric powermarketing strategy that are
conducive to the long-term development of the company, and continuously improve the
power marketing capabilities of enterprises, can occupy a favorable position in the fierce
market competition.
In the context of the in-depth promotion of the power system reform in Shandong
Province and the direct trading of power, this article is based on the marketing 6P theory,
and mainly focuses on the relevant research on the power marketing strategy of Z Power
Plant. Regarding the current marketing environment of Z Power Plant, the author firstly
analyzes the macro-environments including the political, economic, social and technical
environment, and then analyzes the micro-environment such as market division, power
I
demand, and major competitors. Advantages, disadvantages, opportunities, and threats of
the factory, one by one,listing the SWOT matrix chart, proposing four strategies, namely
(SO) growth strategy, (WO) transformation strategy, (ST) adjustmentstrategy, (WT)
defense strategy. By analyzing the status quo, existing problems and reasons of Z Power
Plant’s power marketing strategy, this article proposes optimization strategies such as
optimizing
products
and
services,
optimizing
price
strategies,
implementing
multi-channelmarketing,strengtheningpromotionstrategies,strengtheningpublic
relations, and using policy advantages. At the same time, several safeguard measures are
raised for the successful execution of power marketing strategy, such as strengthening
organizational guarantees, horizontal exchanges and cooperation, strategic management
of key accounts, supervision and guarantee, etc., and strive to strengthen the enterprise
electric marketing management so that Z Power Plant can adapt to the market change as
soon aspossible. Break through thecurrent difficulties, realizeenergy saving and
emission reduction, and achieve better development in the new normal of power system
reform.
Key words: Power system reform; Power plant; Power marketing; Marketing policy
II
目录
第1章绪论.........1
1.1研究背景与研究意义 ......... 1
1.1.1研究背景 ...... 1
1.1.2研究意义 ...... 3
1.2国内外相关文献综述 ......... 3
1.2.1国外相关文献综述 ..... 3
1.2.2国内相关文献综述 ..... 5
1.2.3研究评述 ...... 7
1.3研究的内容和方法 ........... 7
1.3.1研究内容 ...... 7
1.3.2研究方法 ...... 8
1.3.3研究技术路线图 ....... 8
第2章相关概念与理论基础..........10
2.1相关概念 ........... 10
2.1.1电力营销 ............ 10
2.1.2电力价格体系 ........ 10
2.2理论方法........... 14
2.2.1 6P营销理论 ......... 14
2.2.2 PEST分析法 ......... 16
2.2.3 SWOT分析法 ......... 17
第3章Z发电厂营销环境分析........19
3.1 Z发电厂概况 ....... 19
3.1.1 Z发电厂简介 ........ 19
3.1.2 Z发电厂经营情况 ........... 20
3.2 Z发电厂宏观环境分析 ...... 21
3.3 Z发电厂微观环境分析 ...... 30
3.4 Z发电厂的SWOT分析 ....... 33
第4章Z发电厂营销策略现状及问题分析.....40
4.1 Z发电厂营销策略现状 ...... 40
4.1.1产品策略 ............ 40
4.1.2价格策略 ............ 41
4.1.3渠道策略 ............ 42