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MBA硕士毕业论文_J供电公司市场营销策略改进研究PDF

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I 摘要 随着国家经济的快速发展,我国的电力行业也得到了进一步的完善,电力市场的 经营模式发生了巨大改变,从原来的卖方转变为现在的买方。在这种情况下,电力行 业的营销管理手段就需要进一步提升。与此同时,随着环保的要求越来越严格,新能 源应运而生,对于电力行业来说,无疑是一个前所未有的挑战及困难,再者,如今时 代的人们对各方面的要求越来越高,电力行业也不例外,无论对用电的质量、需求及 可靠性等很多方面都有了更高的要求,所以电力行业要想健康、持续发展下去,就必 须大力提升市场营销这一环节。随着电力用户的数量逐渐增加,需求逐渐提高,电力 行业必须要保障用电的安全性,也要积极地引导、并鼓励消费者,使消费者对电力企 业更加信任,从而使电力企业得以稳定、健康的发展下去。目前,各电力公司根据自 身的地域特点和营销现状,不断完善营销管理措施,并改善销售方式及理念。在此背 景下,本文以NJ供电公司为研究对象,首先,对有关的电力市场营销概念及理论进 行阐述,并对两种环境分析模型PEST及SWOT进行介绍;其次,对电改背景下的 NJ电力公司的营销现状及存在问题进行剖析,如营销理念落后、用电价格缺乏差异 性、营销手段不灵活等;随后,对NJ供电公司所处的市场环境进行分析,包括内部 环境及SWOT分析;最后针对目前NJ供电公司面临的问题从产品、价格、渠道、促 销和其他方方面面提出解决策略及保障措施,如改善营销理念、提升企业竞争力。本 文研究结果为NJ供电公司制定市场营销策略提供理论支撑。 关键词:电力体制改革,NJ供电公司,市场营销策略 ABSTRACT III ABSTRACT At present, the electric power system in our country is pushing forward the reform. The biggest reform is that the electric power enterprises have stepped into the work field of selling electricity. The power generation and the sale of electricity present an integrated trend of development. The continuous extension and expansion of the power industry makes the allocation of resources better, which requires the formulation of corresponding marketing strategies. A little. The reform of the electric power system has provided opportunities for the development of power supply companies in many cities, but at the same time, it has also brought more challenges. The sale of electricity will be a major competition in the development of power companies, and there will be greater competition among the various power companies. The reform of the power system is to open up the market for the sale of electricity. For the power generation enterprises, because of the power supply, they have advantages over the general power supply companies. The power supply companies want to occupy the market to obtain more customers. On the one hand, it is necessary to meet the requirements of the development of the power system reform. To develop the opportunities, on the other hand, we should continue to improve the marketing system of the market, formulate corresponding marketing strategies, and then show a better marketing level and occupy the marketing market. Based on this, this paper takes NJ power supply company as an example, first, summarizes the related power marketing theory; secondly, analyzes the marketing situation and market environment of NJ power supply company under the power system reform, analyzes the existing problems in the current marketing work of the NJ power supply company, and finally analyzes the problems through the analysis of the problems. The corresponding solutions are put forward, which can help NJ power supply companies to plan practical marketing strategies. Key words: electric power system reform, NJ power supply company, the market marketing strat 插图索引 V 插图索引 图2. 1市场营销过程 ........................................................................................................... 8 图2. 2电力市场营销核心观念 ........................................................................................... 9 图2. 3我国电力市场营销管理模式图 ............................................................................. 10 图2. 4 PEST分析模型 ....................................................................................................... 14 图3. 1 NJ供电公司所在城市全社会供电及其涨幅情况(单位:亿KW?H) ............. 15 图3. 2 NJ供电公司2013-2016年电量销售趋势(单位:亿KW?H) ......................... 17 图3. 3 NJ供电公司售电量结构图 .................................................................................... 17 图3. 4 NJ供电公司投诉统计 ............................................................................................ 22 表格索引 VII 表格索引 表3.1 NJ供电公司所在城市全社会用电量完成情况 ..................................................... 17 表3.2 NJ供电公司全社会供电量完成情况 ..................................................................... 18 符号对照表 IX 符号对照表 符号 符号名称 kW?h 千瓦时(1度电=1千瓦时) W/㎡ 瓦/平方米 缩略语对照表 XI 缩略语对照表 符号 英文对照 中文对照 CHP Combined Heat and Power 热电联供 目录 XIII 目录 摘要 ............................................................... I ABSTRACT ........................................................... III 插图索引 ........................................................... V 表格索引 .......................................................... VII 符号对照表 ......................................................... IX 缩略语对照表 ....................................................... XI 目录 ............................................................. XIII 第一章 绪论 ......................................................... 1 1.1研究背景及选题意义 ............................................. 1 1.1.1研究的背景 ................................................. 1 1.1.2选题的意义 ................................................. 2 1.2国内外研究综述 ................................................. 2 1.2.1国外研究综述 ............................................... 3 1.2.2国内研究综述 ............................................... 4 1.2.3 简要评价 ................................................... 5 1.3 研究思路及方法 ................................................. 5 1.3.1 研究思路 ................................................... 5 1.3.2 研究方法 ................................................... 5 1.4 研究内容 ....................................................... 6 第二章 相关概念及理论 ............................................... 7 2.1 相关概念 ....................................................... 7 2.1.1 市场营销的概念 ............................................. 7 2.1.2 电力市场营销概念 ........................................... 8 2.2 基础理论概述 .................................................. 10 2.2.1电力市场营销策略 .......................................... 10 2.2.2环境分析模型 .............................................. 13 2.2.3 4P理论 ................................................... 15 第三章 NJ供电公司市场营销现状及存在问题 ........................... 17 西安电子科技大学硕士学位论文 XIV 3.1 NJ供电公司电力营销现状 ....................................... 17 3.1.1 NJ供电公司2013-2016年的全社会用电量情况 ................. 17 3.1.2 NJ供电公司2013-2016年售电量情况 ......................... 18 3.1.3 NJ供电公司电力市场营销基本情况 ........................... 20 3.2 NJ供电公司市场营销中存在问题 ................................. 21 3.2.1市场营销理念落后 .......................................... 21 3.2.2用电价格缺乏差异性 ........................................ 21 3.2.3服务意识有待提高 .......................................... 22 3.2.4营销手段不够灵活 .......................................... 22 3.2.5市场营销体系缺乏创新性和完整性 ............................ 23 3.2.6行业竞争激烈 .............................................. 24 第四章 NJ供电公司的市场营销的市场营销环境分析 ..................... 25 4.1 内部环境分析 ................................................. 25 4.2 SWOT分析 ..................................................... 25 4.2.1优势分析 .................................................. 25 4.2.2劣势分析 .................................................. 26 4.2.3机会分析 .................................................. 26 4.2.3威胁分析 .................................................. 28 4.2.5 SWOT分析结论 .........