I “互联网+”背景下L供电公司营销策略研究 摘要 经济和信息化的不断发展，持续冲撞着传统经济体系，各行各业不得不探索新的发 展路径，伴随电力改革的进一步深化，售电端市场已然放开，供电公司在电力市场中的 绝对领导地位已成为过去式。回望传统电网企业一家独大的情形，不难发现营销管理方 面的诸多弊端，严重制约了电网的发展。同时客户对电力服务差异化的要求，也倒逼了 电网企业精细化管理水平的提升。因此，电网企业唯有回馈给客户更高质量的电能，更 高品质的服务，才能防止客户流失，其中完善电网企业在电力营销方面的策略是企业长 足发展的根本所在。 本文以L供电公司为研究目标，借助市场营销理论对“互联网+”背景下L供电公 司营销策略进行研究。为制定适用于L供电公司科学合理的营销策略，基于STP理论 对电力市场进行分析，综合其政治、经济、社会等营销环境和营销现状的分析，找到制 约L供电公司营销发展方面的一些瓶颈，诸如：电能质量低下、电价制定僵化、营销渠 道单一、营销服务体系乏力、营销人员业务水平低下等。为疏解此种困境，综合4P理 论所涉及的产品、价格、渠道、宣传四方面的考量，在“互联网+”背景构建出下契合L 供电公司发展的营销策略，如提高电能产品质量、制定阶梯电价、拓展营销渠道、建立 健全服务体系、强化人才培养等。为保证策略有效施行，又编制了保障措施，主要包括 营销体系保障、人力资源保障、资金保障、营销信息化保障。通过新的科学营销策略以 及保障措施的有力执行，以期破解L供电公司在营销方面的发展瓶颈，为该企业在未来 信息化市场中的发展注入新活力。 关键词：互联网+；电力营销；STP理论；4p理论 ABSTRACT III RESEARCH ON MARKETING STRATEGY OF L POWER SUPPLY COMPANY UNDER "INTERNET +" ABSTRACT The continuous development of the economy and information technology continues to collide with the traditional economic system. All walks of life have to explore new development paths. With the further deepening of the power reform, the market for power sales has been liberalized. Status has become a thing of the past. Looking back at the monopoly of traditional grid companies. it is not difficult to find many shortcomings in marketing management, which severely restricted the development of the power grid. At the same time, the customer's requirements for differentiated power services have also forced the improvement of the refined management level of power grid enterprises. Therefore, grid companies can only prevent customers from churn by giving back higher-quality electric power and higher-quality services to customers. Among them, improving the power grid's strategy in power marketing is the foundation for its long-term development. This article takes L power supply company as the research goal, and uses the marketing theory to study the marketing strategy of L power supply company under the "Internet +" background. In order to formulate a scientific and reasonable marketing strategy for L Power Supply Company, analyze the power market based on the STP theory, integrate the analysis of its political, economic, and social marketing environment and marketing status, and find some bottlenecks that restrict L Power Company's marketing development. Such as: low power quality, rigid electricity price setting, single marketing channels, weak marketing service system, low level of marketing staff and so on. To alleviate this dilemma, comprehensively consider the four aspects of products, prices, channels, and publicity involved in the 4P theory, and build a marketing strategy that is suitable for the development of L power companies in the "Internet +" background, such as increasing power Product quality, formulating ladder electricity prices, expanding marketing channels, establishing and improving service systems, and strengthening personnel training. In order to ensure the effective implementation of the strategy, safeguard measures have been formulated, which mainly include marketing system guarantee, human resource guarantee, capital guarantee, and marketing informationization guarantee. Through the new scientific marketing strategy and the effective implementation of safeguard measures, in order to break the development bottleneck of L Power Supply Company in marketing, and inject new vitality for the development of the company in the future 华北水利水电大学硕士学位论文 IV information market. KEY WORDS: Internet+；Power marketing；STP theory；4P theory 目录 I 目 录 摘要 ............... I ABSTRACT III 1 绪论 ............ 1 1.1 研究背景 ............................. 1 1.2 研究意义 ............................. 1 1.3 国内外研究现状 ................. 2 1.3.1 国内研究现状 .............. 2 1.3.2 国外研究现状 .............. 4 1.3.3 简要述评 ...................... 4 1.4 研究方法和技术路线 ......... 4 1.4.1 研究方法 ...................... 4 1.4.2 技术路线 ...................... 5 1.5 研究主要内容与创新点 ..... 6 1.5.1 研究主要内容 .............. 6 1.5.2 研究的创新点 .............. 6 2 理论基础 .... 7 2.1 互联网+概述 ....................... 7 2.1.1 互联网+涵义 ................ 7 2.2.2 互联网+特征 ................ 7 2.2 供电市场营销的概述 ......... 7 2.2.1 供电市场营销的概念 .. 7 2.2.2 供电市场营销的特点 .. 8 2.3 相关理论基础 ..................... 8 2.3.1 STP营销理论 ............... 8 2.3.2 4P营销理论 .................. 9 3 “互联网+”背景下L供电公司市场环境及营销策略分析 .................. 11 3.1 L供电公司经营现状 ........ 11 3.1.1 L供电公司经营概况 . 11 3.1.2 L供电公司售电量分析 ............................ 11 3.2 L供电公司用电市场环境分析 ....................... 11 3.2.1 用电市场宏观环境分析 ........................... 11 3.2.2 用电市场竞争环境分析 ........................... 12 3.3 L供电公司客户问卷调查 14 3.3.1 供电服务满意度问卷设计 ....................... 14 华北水利水电大学硕士学位论文 II 3.3.2 供电服务满意度调查问卷介绍 ............... 14 3.3.3 供电服务满意度问卷调查结果分析 ....... 15 3.4 L供电公司营销策略管理现状 ....................... 19 3.4.1 电能质量低下 ............ 19 3.4.2 电价制定僵化 ............ 19 3.4.3 营销渠道单一 ............ 19 3.4.4 营销服务体系乏力 .... 19 3.4.5 营销人员业务水平低下 ........................... 20 4 L供电公司营销策略制定 ...... 21 4.1 发展思路 ........................... 21 4.1.1 构建全方位的电力服务平台 ................... 21 4.1.2 提升服务打造品牌优势 ........................... 21 4.2 差异化营销战略选择 ....... 21 4.2.1 市场细分 .................... 21 4.2.2 目标市场选择与定位 23 4.3 L供电公司4P营销策略优化的方案 ............. 23 4.3.1 提高电能产品质量 .... 23 4.3.2 制定阶梯电价 ............ 24 4.3.3 拓展营销渠道 ............ 25 4.3.4 建立健全服务体系 .... 26 4.3.5 强化人才培养 ............ 26 4.3.6 做好电力产品创新 .... 27 4.3.7 做好绿色电能产品宣传 ........................... 27 5 L供电公司营销策略管理体系优化的保障措施 . 29 5.1 营销体系保障 ................... 29 5.2 人力资源保障 ................... 29 5.2.1 构建人才培养机制 .... 29 5.2.2 完善考评制度 ............ 29 5.3 资金保障 ........................... 29 5.4 营销信息化保障 ............... 30 5.4.1 快速接收新型营销理念 ........................... 30 5.4.2 取信息化之所长 ........ 30 5.4.3 强化软件建设 ............ 30 6 结论与展望 ............................. 31 6.1 结论 .... 31 6.2 未来展望 ........................... 31 目录 III 致 谢 ............ 33。。。。。。以下内容略