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为了能有效开展研究，笔者对国家和浙江省地区的政策调整以及国内外关于电力市
场改革的情况进行分析，通过多年积累的工作经验，仔细分析了电力市场营销的特殊性
在观察企业经营的现状和问题后，本人对企业的内外部环境进行了深入分析。对企业外
部环境分析采用了 PEST 法，从政策、经济、社会、技术进行分析能力。内部环境分析
采用了 SWOT 分析法，从优势、劣势、机会、威胁四个方面对公司所处的营销内部环
境进行了客观全面的分析。经过这两种工具进行分析后，企业找到了自身经营的不足，
明确了绍兴供电公司的目标战略，准确发现了自身的细分市场和更大的盈利空间。这些
新发现对新政策环境下的企业经营、社会需求、电力市场营销新策略显得非常必要
在详细掌握了根据绍兴供电公司的用电市场特点后，对该地区开展用电市场细分和
目标市场定位，制定了准确的市场营销战略。找到了企业在国家政策调整后，企业必须
要找到的新目标市场和市场定位。根据市场情况和企业特点，企业仍然根据传统的市场
营销“4P”理论，进行有效的战略安排，包括产品战略、价格战略、服务战略、促销战
略、市场拓展战略等，同时提出了协同实施保障的具体建议，从而优化绍兴供电公司电
力营销体系，实现公司的持续健康发展。通过本文的研究，笔者发现虽然有新的竞争者，
但是如果绍兴电力能发挥好多年积累的优势就能应对新的竞争和挑战。如果构建基于降
低电价、提高用电效率、促进清洁能源消费来适应国家电力市场改革的要求，提高企业
科学化的管理水平，就会实现企业长久的发展
经过深入研究得出的论文研究成果，不仅对绍兴供电公司市场营销工作具有指导意
义，也为浙江等计划放开供电市场的省市提供了参考和借鉴，具有较强的现实意义和应
用价值
关键词：电力市场；营销；电力改革；供电企业；市场战略华北电力大学硕士学位论文
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Abstract
With the continuous development of China&39;s economic and social development and the
deepening of the reform of the power system, the traditional mode of selling on behalf of the
enterprise has not been able to meet the needs of the society and the country&39;s deepening
reform. How to adapt to the adjustment of national policies and market changes of power
supply enterprises is a great challenge to power supply enterprises. In this paper, Shaoxing
power supply company as an example, the use of electricity marketing as the research object,
based on the relevant theory of marketing, the use of scientific and effective analysis tools to
explore the marketing strategy of Shaoxing power supply company.
In order to effectively carry out the research, the author analyzes the countries and areas
of Zhejiang Province as well as the domestic and foreign policy adjustment on the electricity
market reform, through many years of accumulated experience, careful analysis of the
particularity of electric power marketing. After observing the current situation and problems
of enterprise management, the author makes an in-depth analysis of the internal and external
environment of the enterprise. The PEST method is used to analyze the external environment
of the enterprise, and the ability to analyze it from policy, economy, society and technology is
analyzed. Internal environment analysis using the SWOT analysis method, from the strengths,
weaknesses, opportunities, threats to the four aspects of the company&39;s internal marketing
environment for an objective and comprehensive analysis. After the analysis of these two
tools, the company found its own business problems, clear the objectives of the strategy of
Shaoxing power supply company, accurately found its own market segments and greater
profit margins. These new findings are very necessary for the enterprise management, social
demand and new marketing strategy under the new policy environment.
Based on the detailed analysis of the characteristics of Shaoxing power supply
company&39;s electricity market, the market segmentation and target market positioning of the
region are developed, and the accurate marketing strategy is developed. Find the enterprise in
the national policy adjustment, enterprises must find new target market and market
positioning. According to the market situation and characteristics of the enterprises, the
enterprise is still based on the traditional marketing strategy of 4P theory, the effective
arrangement, including product strategy, price strategy, service strategy, marketing strategy,
market development strategy, and puts forward concrete suggestions on how to carry out
security cooperation, so as to optimize the power marketing system of Shaoxing power supply
company, to achieve the company the sustained and healthy development. Through the study华北电力大学硕士学位论文
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of this paper, the author found that although there are new competitors, but if the Shaoxing
electric power can play for many years to accumulate the advantages of the new competition
and challenge. If the construction is based on reducing the price of electricity, improve the
efficiency of electricity consumption, promote clean energy consumption to meet the
requirements of the national electricity market reform, improve the scientific management
level of enterprises, it will achieve long-term development of enterprises.
After a thorough study on the research results of this paper, not only has the guiding
significance for the marketing of Shaoxing power supply company, open power supply market
for Zhejiang and other provinces and cities plan to provide reference, has a strong practical
significance and application value.
Key words: electric power market；marketing；electric power reform；power supply
enterprise;market strategy华北电力大学硕士学位论文
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目 录
摘要.....I
Abstract.. II
第一章 绪 论1
1.1 研究背景和意义 .. 1
1.2 国内外研究现状及发展动态分析 .......... 2
1.2.1 基础理论综述 ........... 2
1.2.2 电力市场改革研究综述 ....... 4
1.2.3 电力市场营销研究综述 ....... 6
1.3 研究内容 .. 7
1.4 主要的创新点 ...... 7
1.5 技术路线图 .......... 8
第二章 电力营销基本理论与电力改革基本情况......9
2.1 经典营销理论 ... 9
2.2 电力市场改革的相关措施及其影响 ....
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