I 摘要 2015年3月15日，《中共中央国务院关于进一步深化电力体制改革的若干 意见》（中发〔2015〕9号）正式印发，开启了我国新一轮电力体制改革的序幕， 掀起了我国电力市场建设发展的浪潮。新一轮电力体制改革方案设计了“管住 中间、放开两头”的电力体制架构，提出了“三放开，一独立，三强化”的改 革重点和路径。其中，售电侧市场化改革是新一轮电力体制改革的亮点和重点， 《关于推进售电侧改革的实施意见》中明确指出向社会资本开放售电业务，多 途径培育售电侧市场竞争主体，给发电侧和用户侧提供公平交易的渠道，提升 售电服务质量和用户用能水平。新电改的积极有序推进，售电市场的逐步放开， 给电力市场新兴主体售电公司带来了难得的发展机遇，创造了巨大的盈利空间。 但售电公司普遍缺乏电力市场化交易技能与经验，同时，市场交易体制不完善、 电改政策导向不明朗、售电市场复杂多变等因素都为售电公司的发展带来了巨 大风险和挑战。 本文基于新一轮电力体制改革实际推进情况，针对电力市场新兴主体售电 公司，从市场营销的角度对其展开全面分析研究。LCJ能源销售公司作为国有大 型发电企业的全资售电公司，研究其营销策略具有很强的代表性及理论意义。 首先，研究新一轮电力体制改革背景、方案设计、改革进程，剖析LCJ能源销 售公司营销现状及存在的问题。其次，利用PEST分析、波特五力模型分析对 LCJ能源销售公司营销环境及竞争环境进行多角度分析，并通过对其营销业务的 SWOT分析,识别出公司的竞争优劣势和风险。最后，开展全新的售电市场细分， 目标市场选择和市场定位，进而制定公司市场营销策略，提升公司市场竞争力， 为市场上同类型售电公司提高市场营销水平和市场竞争力提供依据。 关键词：新电改；LCJ能源销售公司；售电市场；营销策略 Abstract I Abstract The opinions of the CPC central committee and the state council on further deepening the reform of the electric power system (No. 9 [2015] of the Central Committee) was officially issued on March 15, 2015, which opened the beginning of a new round of China's power system reform, set off a wave of the development of China's power market construction. The new round of power system reform program designs the power system of "controlling the middle and removing both ends", and puts forward the reform focus and path of "three liberalization, one independence and three strengthening". The market-oriented reform of the electricity-selling side is the highlight and focus of the new round of power system reform. The implementation opinion clearly pointed out that opening electricity sales business to the social capital, cultivating multi-channel of the main body of the market competition on the power side, providing a fair trading channel to the power generation side and the consumption side, improving the quality of electricity sales service and consumption level. The positive and orderly promotion of the new electricity reform and the gradual liberalization of the electricity market have brought a rare opportunity for development, creating a huge profit space to the power market emerging main body of electricity sales companies. However, the power sales company generally lacks the power market trading skills and experience, at the same time, the market trading system mechanism is not perfect, the policy direction of electricity reform is not clear, the sale of electricity market complex and changeable factors have brought great risks and challenges to the development of electric power companies. Based on the actual progress of the new round of power system reform, this paper conducts a comprehensive analysis and research on the new main body of power market sales companies from the perspective of marketing. LCJ energy sales company, as a wholly-owned power sales company of a large state-owned power generation enterprise, has strong representativeness and theoretical significance in studying its marketing strategy. Firstly, the background, scheme design and reform process of the new round of electric power system reform are studied to analyze the Abstract II marketing status and existing problems of LCJ energy sales company. Secondly, the marketing environment and competitive environment of LCJ energy sales company were analyzed from multiple perspectives by PEST analysis and Porter's five Forces model, and the competitive advantages, disadvantages and risks of the company were identified through SWOT analysis of its marketing business. Finally, it carries out a new sales market segmentation, target market selection and market positioning, and then develop the company's marketing strategy to enhance the company's market competitiveness, and providing a basis for the same type of electricity sales companies in the market to improve marketing level and competitiveness. Key words: New electricity reform; LCJ energy sales company; Electricity-selling market; Marketing strategy 目录 I 目录 第一章 绪论 .............................................. 1 第一节 研究背景及意义 ........................................... 1 一、研究背景 ............................................................ 1 二、研究意义 ............................................................ 2 第二节 文献综述 ................................................. 3 一、国外研究综述 ........................................................ 3 二、国内研究综述 ........................................................ 5 三、研究评述 ............................................................ 7 第三节 研究内容 ................................................. 7 第四节 研究思路与技术路线 ....................................... 8 一、研究思路 ............................................................ 8 二、技术路线 ............................................................ 8 第五节 主要创新点 ............................................... 9 第二章 相关理论基础及概念界定 ........................... 11 第一节 概念界定 ................................................ 11 一、电力市场 ........................................................... 11 二、市场营销基本概念 ................................................... 12 三、电力市场营销 ....................................................... 13 第二节 市场营销理论及分析工具 .................................. 19 一、4P营销理论 ......................................................... 19 二、PEST分析 ........................................................... 19 三、波特五力模型分析 ................................................... 19 四、SWOT分析 ........................................................... 19 五、STP战略分析 ........................................................ 20 第三章 新电改背景下LCJ能源销售公司营销现状及问题分析 ... 21 第一节 公司简介 ................................................ 21 第二节 电力体制改革概述 ........................................ 22 目录 II 一、我国电力体制改革 ................................................... 22 二、云南省电力体制改革 ................................................. 24 第三节 LCJ能源销售公司营销现状及问题分析 ...................... 26 一、LCJ能源销售公司营销现状 ............................................ 26 二、LCJ能源销售公司营销存在的问题 ...................................... 28 第四章 LCJ能源销售公司营销形势分析 ...................... 31 第一节 营销环境分析 ............................................ 31 一、PEST分析 ........................................................... 31 二、波特五力模型分析 ................................................... 38 第二节 营销业务SWOT分析 ..................................... 41 一、优势 ............................................................... 41 二、劣势 ............................................................... 42 三、机会 ............................................................... 42 四、威胁 ............................................................... 42 第五章 LCJ能源销售公司营销策略研究 ...................... 44 第一节 STP战略分析 ............................................ 44 一、售电市场细分 ....................................................... 44 二、目标市场战略 ....................................................... 46 三、市场定位战略 ....................................................... 46 第二节 营销策略制定 .............