摘要
摘要
当前，改善全球环境和维护自然生态已经是全球共识，在保持经济增速的
同时需要加以环境治理。2020年 9月 22日，习近平主席在第 75届联合国大
会一般性辩论上宣布，中国二氧化碳排放力争于 2030年前达到峰值，努力争取
2060年前实现碳中和。
为了达到我们的目标，一系列绿色能源技术也在推广中，其中新能源电动
车的热度只增不减，在国家大力推动新能源电动汽车的背景下，电动汽车充电
桩市场也在激烈竞争中。2020年星星充电、国家电网运营商等市场占有率在中
部和东部占有达到 70%以上，南方电网公司也积极进入市场，DW公司布局充
电桩市场有着得天独厚的优势，一是作为电力供应主体，是充电桩运营链的能
源提供方，充电桩生产链的电力基础设施布局方；二是云南水资源丰富，水利
发电成本环保且成本低，电价的相对优势也体现在充电电价上。通过几年努力，
DW公司充电桩市场份额从 5.7%提高到 26.59%，在数量上与特来电新能源股份
有限公司、云南能投智慧能源股份有限公司跻身云南充电桩市场前三家。DW
公司在充电产品的质量和数量上下足功夫，服务营销模式体现在市场布局和充
电的便利性上，但在产品、价格、渠道、促销、人员服务、过程展示、有形展
示等方面还有不足，充电桩服务营销策略还有待改进，对 DW公司利润的提升
还有空间。
全文对 DW公司充电桩服务营销策略分为六个部分进行分析，第一部分是
查阅国内外论文文献、先进技术和资料，充分了解电动汽车充电桩最新技术、
服务营销策略的发展现状和未来的研究方向。第二部分介绍使用的营销理论和
基本分析工具，将营销理论和基本分析工具运用在全文中。第三部分运用 SWOT
分析法和波特五力模型分析全国、云南省的充电桩服务营销环境，基于电动汽
车未来保有量和现行政策深入分析 DW公司发展充电桩的优劣势、机遇和威胁。
第四部分运用 STP理论分析 DW公司在营销战略上的现状和不足，运营 7P服
务营销组合策略对 DW公司目前的服务营销现状“问诊把脉”。第五部分运用
STP理论和 7P策略精准对焦问题，研究一套有用可行的服务营销方案，为公司
I
摘要
在提供充电车的充电服务时提供一些营销策略建议，帮助公司获得竞争优势。
第六部分总结全文研究结果，全文中由于研究不透彻的不足之处在下一步进行
改进。
关键词：电力公司电动汽车充电桩业务服务营销策略
II
Abstract
Abstract
At present, it is a global consensus to improve the global environment and
maintainthenaturalecology.Environmentalgovernanceisneededwhile
maintaining economic growth.
In order to achieve our goals, a series of green energy technologies are also
being promoted, among which the popularity of new energy electric vehicles is only
increasing. Under the background of the country vigorously promoting new energy
electric vehicles,the electric vehiclecharging pilemarket is alsoin fierce
competition. In 2020, the market share of Xingxing charging and state grid operators
reached more than 70% in the central and eastern regions. China Southern Power
Grid Corporation also actively entered the market. DW Company has unique
advantages in the layout of the charging pile market. First, as the main power
supplier, it is the energy provider of the charging pile operation chain and the power
infrastructure distributor of the charging pile production chain; Second, Yunnan is
rich in water resources. The cost of water conservancy and power generation is
environmental friendly and low. The comparative advantage of electricity price is
also reflected in the charging electricity price. Through several years of efforts, DW's
market share of charging piles has increased from 5.7% to 26.59%. In terms of
quantity, DW ranks among the top three in Yunnan charging pile market together
with today new energy Co., Ltd. and Yunnan energy investment Smart Energy Co.,
Ltd. DW Company has made great efforts in the quality and quantity of charging
products. The service marketing mode is reflected in the market layout and the
convenience of charging, but there are still deficiencies in products, prices, channels,
promotions, personnel services, process display, physical display, etc. the service
marketing strategy of charging pile needs to be improved, and there is still room for
DW Company to improve its profits.
The full text is divided into six parts to analyze the service marketing strategy
III