：电力生产和供应作为国民经济基础产业，关系着国计民生和经济社会 发展的全局，与经济发展、生活质量紧密相连。改革开放以来，我国经济发展取 得了巨大的成就，随之而来的是市场环境的深刻变革。随着电力体制改革的不断 深入，发电企业对电量、电价的垄断局面也逐步被打破。在供给侧结构调整的大 背景下，电力体制改革也将不断的深入，电力行业发展环境以及电力市场的格局 均会发生深刻的变革。面对日益激烈的电力市场竞争，电力企业必须加大对市场 规则、市场环境的研判，积极参与到电力市场改革与竞争中。 在此背景下，本文结合企业管理及市场营销相关理论，对特定的地方电力企 业XC电力公司在电力体制改革中的电力营销策略进行研究。通过对我国电力体制 改革阶段文件的整理，再对目前相关研究文献的梳理，明确了本文研究的逻辑思 路与基本内容。首先，通过对电力行业及市场特征的分析，明确了电力体制改革 的目的是促进电力行业形成有效竞争的结构，从而提高行业市场绩效，有效满足 社会需求；运用市场营销理论对电力市场营销策略的组成内容等进行了分析，为 后续研究打好基础。其次，针对电力体制改革的大背景，对XC电力公司所处地区 的相关政策环境进行解读，对电力行业发展的社会经济环境进行了研究，对企业 的主要竞争来源进行分析，并从中去发现企业面临的机会与风险，竞争优势与劣 质。再次，对XC电力公司的经营现状、营销策略等进行研究，发现其存在的问题。 最后，结合环境分析、问题分析的结论，提出了XC电力公司营销策略改进的对策 建议。 关键词：电力体制改革 地方电力企业 电力营销 营销策略 四川师范大学硕士学位论文 II Research on marketing strategy of XC power company under the electric power system reform Major：Master of Business Administration Postgraduate: Jianhan Yu Tutor: Yuanqing Luo Abstract: As the basic industry of national economy, electric power production and supply are closely related to the overall situation of national economy and people's livelihood, and social economic development and quality of life. Since the reform and opening up, our country’s economic development has made great achievements, followed by profound changes in the market environment. With the deepening of power system reform, the monopoly of power generation enterprises on electricity and electricity price has been gradually broken. In the context of supply-side structural adjustment, the power system reform will continue to deepen, and the development environment of the power industry and the pattern of the power market will undergo profound changes. In the face of increasingly fierce power market competition, power enterprises must increase the research and judgment of market rules and market environment, and actively participate in the reform and competition of power market. In this background, this article combining with related theory, enterprise management, and marketing of certain local electric power enterprise XC companies in electric power system reform of electric power marketing strategy for research. Through sorting out the documents in the reform stage of China's electric power system, and combing the current relevant research literature, the logical thinking and basic content of this study are clarified. First of all, through the analysis of the characteristics of the electric power industry and the market, it is clear that the purpose of the electric power system reform is to promote the formation of an effective competitive structure in the electric power industry, so as to improve the market performance of the industry and effectively meet the social demand. This paper analyzes the composition of electric power marketing strategy by using the marketing theory, which lays a good foundation for the follow-up research. Secondly, in view of the background of power system reform, this paper interprets the relevant policy environment of XC company, studies the social Abstract III and economic environment of power industry development, analyzes the main competition sources of enterprises, and finds out the opportunities and risks, competitive advantages and inferior quality that enterprises are facing. Thirdly, analyzes the operation status and marketing strategy of XC company, and finds out the existing problems. Finally, combined with the conclusion of the environmental analysis and problem analysis, the countermeasures and Suggestions for the improvement of XC company's marketing strategy are put forward. Key Words: Electricity power system reform；Local electric power company； Electricity power marketing; Marketing strategy； 四川师范大学硕士学位论文 IV 目 次 摘要 .................................................................................................................................... I Abstract: ............................................................................................................................ II 目 次 ............................................................................................................................. IV 1 绪论 ............................................................................................................................... 1 1.1 研究背景 ............................................................................................................. 1 1.2 研究目的 ............................................................................................................. 2 1.3 研究现状 ............................................................................................................. 2 1.4 研究对象及研究内容 ......................................................................................... 4 1.4.1 研究对象 ................................................................................................... 4 1.4.2 研究内容 ................................................................................................... 4 1.5 可能的创新与局限 ............................................................................................. 5 1.5.1 创新点 ....................................................................................................... 5 1.5.2 局限 ........................................................................................................... 6 2 电力体制改革与电力市场营销的相关研究 ............................................................... 7 2.1 电力体制改革目的与影响 ................................................................................. 7 2.1.1 电力体制改革的目的 ............................................................................... 7 2.1.2 电力体制改革对电力企业的影响 ........................................................... 9 2.2 电力市场营销的相关研究 ............................................................................... 10 2.2.1 电力市场的细分研究 ............................................................................. 10 2.2.2 电力市场营销策略分析 ......................................................................... 11 2.3 小结 ................................................................................................................... 13 3 电力体制改革下XC电力公司营销环境分析 ........................................................... 14 3.1 区位政策环境分析 ........................................................................................... 14 3.1.1 地方性电力体制改革的推进 ................................................................. 14 3.1.2 区位政策影响 ......................................................................................... 15 3.2 电力供求环境分析 ........................................................................................... 16 3.2.1 电力需求总体情况 ................................................................................. 16 3.2.2 四川省地方电力市场供求态势 ............................................................. 17 3.2.3 凉山州电力市场供需态势 ..................................................................... 20 3.3 竞争环境分析 ................................................................................................... 21 3.3.1 现有行业竞争者分析 ............................................................................. 21 目次 V 3.3.2 潜在进入者分析 ....................................