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MBA毕业论文_泰安供电公司电力市场营销策略研究(61页).rar

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更新时间:2018/9/6(发布于重庆)

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文本描述
摘要
随着我国电力工业的高速发展,缺电局面在一定程度上得到了缓和,垄断地位
的打破使得电力企业不可避免地要面临激烈的市场竞争,以客户为中心的经营模式
成为电力企业的必然选择,而市场营销策略的研究和制定正是建立这种模式的重要
步骤之一。泰安供电公司为顺应我国电力改革形势,适应经济和社会发展的要求,
在体制、机制上开展了一系列的改革。经过长期的积累,特别是最近几年的快速发
展,公司获得良好的经济与社会效益。

本文通过对泰安地区电力市场的用电状况进行细致的调查分析,结合公司存在
的优势、劣势、机会、威胁进行市场细分,找准泰安供电公司的市场定位,提出了
适合该公司的四种营销策略,即标准、规范、系统化式普遍服务组合策略、大客户
差异化营销服务策略、产品策略和形象策略,从公司实施的“生产性服务”所取得
的成效证明了制定的营销策略的合理性、科学性。

本文突出强调电力营销对电力企业影响巨大,电力发展无论是供给不足还是消
费约束,不论是供过于求还是供不应求,电力企业都必须与时俱进,根据不同的宏
观环境研究制订不同的营销战略、营销策略,理顺工作流程,提高工作效率,积极
主动的丌拓电力市场,完善相应的营销工作制度和管理办法,才能实现电力企业的
可持续发展。

关键词:供电企业;市场;营销策略;大客户
Abstract
With the rapid development of our country electric power industry, lack of
electricity situation to a certain extent had cooled, monopoly position makes the break
the electric power enterprise must confront with the fierce market competition, take the
customer as the center management mode of the electric power enterprise become the
inevitable choice, and marketing strategies and make it is building this mode is one of the
important steps. Taian power supply company to conform to our country electric power
reform situation, to adapt to the requirements of economic and social development, in the
system, the mechanism developed a series of reform. After a long-term accumulation,
especially recent years of rapid development, the company obtained good economic and
social benefits.
Power market for detailed analysis of the investigation, according to the existing
strengths, weaknesses, opportunities, threats to carry on the market segmentation, find
the power supply company market positioning taian city, and put forward the suitable for
the company's four kind of marketing strategies, namely standards, norms, systematic
type universal service portfolio strategy, big customers differential marketing service
strategy, product strategy and image strategies, from the company of the implementation
of the productive service the achievements of the proof of the marketing strategy for
the rationality and scientific.
This paper emphasized the importance of marketing is the enterprise long-term
proposition, the electric power enterprise's marketing link is a hugely social significance.
The development of the electric power supply constraints or whether consumption
restriction, whether supply or demand exceeds supply, the electric power enterprise must
conform to the form change, according to the different historical conditions and external
environment seriously study and formulate correct marketing strategy, reform the system,
transform the mechanism, and actively participate in the competition, make
corresponding marketing method, can change the passive state, win the market initiative,
for the electric power enterprise's benign circulation and sustainable development.
Keywords: power supply enterprise, market,marketing strategy,major clients