摘要
I
论文题目：国网
PDS
供电公司的电力市场营销策略研究
学科名称：工商管理
学员姓名：韩唐棣
签名：
指导教师：王良
副教授
签名：
摘
要
电力营销是电力企业发展经营的核心环节，随着社会经济的快速发展和国内电力体制
改革进程的进一步深化，电力行业面临着合并重组并打破传统垂直垄断模式进入全面竞
争，社会、政府部门和广大电力用户对供电企业提出了越来越高的要求，在这种背景下，
供电公司如何实施科学有效的电力营销以确保企业稳定、迅速以及健康的发展显得尤为重
要

本文以国网PDS供电公司为研究对象，运用基本的市场营销理论对国网PDS供电公
司营销工作进行指导，在对供电行业发展现状和发展趋势进行分析的基础上，进一步客观
分析了国网PDS供电公司当前的营销现状，总结该企业营销工作中存在的问题，在结合
该供电公司所面临的宏观环境和微观环境，并采用定性预测中常见的灰色预测模型对其售
电情况进行预测分析，运用SWOT模型分析国网PDS供电公司发展的外部机会和威胁、
内部优势和劣势。以此为基础，根据国网PDS供电公司的特点和市场竞争力进行市场细
分，并确立目标市场，最后进行营销目标市场定位，重点制定了国网PDS供电公司的4P
策略。最后为保障相关营销策略得以顺利实施，从优化管理信息系统、健全营销体系和完
善监督考核制度三个方面提出了具体的保障措施

该文立足于中国电力市场的现状和国网PDS供电公司的实际情况，将现代营销理论
与电力企业的营销实践相结合，在广泛调查研究的基础上，深入对国网PDS供电公司的
市场营销环境进行分析，运用STP分析明确目标市场，依据市场定位制定营销策略，提
出了实施建议，对未来国网PDS供电公司营销水平的提高具有一定的参考价值

关键词：电力行业 市场营销 营销策略
西安理工大学工商管理硕士学位论文
II
Title: Research on the electric power marketing strategy of the PDS
power supply company in China
Major: Business Administration
Student: Han TangDi Signature:
Supervisor:Prof.Wang Liang Signature:
Abstract
Power marketing is the core part of the power business enterprise development， with the
deepening of the rapid development of social economy and the national power system reform
process， the electric power industry faces reorganization and break the traditional vertical
monopoly mode entered the competition， the society， the government and the electricity users
put forward higher requirements to the power supply enterprise， under the background， the
power supply company how to implement scientific and effective power marketing to ensure
the steady， rapid and healthy development is particularly important.
This paper regarded the PDS power supply company in China as the research object，
using the basic marketing theory to guide the marketing work. Based on the analysis of the
current situation and development trend of power industry development， further objective
analysis the current marketing situation of the PDS power supply company in China . Then we
combine with the macro environment and micro environment of the company，and using the
grey prediction model of common qualitative prediction to predict the sale of electricity， and
sums up the existing problems in the marketing work of the enterprise，and use the SWOT
model to analyze the external opportunities and threats， internal strengths and weaknesses of
the PDS power supply company. Based on this， according the characteristics and the market
competitiveness of the PDS power supply company to segment market， and establish target
market， finally position marketing target market， and focus on the development of the 4P
strategy of the PDS power supply company. Finally， to ensure the smooth implementation of
the relevant marketing strategy， from optimized management information system， sound
marketing system and improve and perfect supervision and evaluation system three aspects
propose specific safeguard measures.
This paper is based on the present situation of China power market and the actual situation
of the PDS power supply company in China， combining modern marketing theory with the
marketing practice of electric power enterprise， on the basis of extensive investigation and
study， we depth analysis marketing environment of the PDS power supply company， and use
Abstract
III
STP theory to define the target market， according the market positioning to develop marketing
strategy， and put forward the suggestion. That has a certain reference value to enhance
marketing level of the PDS power supply company in China.
Keywords:
electric power industry; marketing management; marketing strategy
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