摘要
摘要
随着中央电改9号文的发布，按照“管住中间、放开两头”的体制框架，
输配电价以外的购电侧及售电侧市场将完全放开，上网电价和计划电量的市场
化将改变发电企业原有的盈利模式，这对发电企业而言将是巨大的挑战。
为探索在新电改下电企如何转变营销策略，适应新政策下的市场竞争，本
文以 X发电公司为研究对象，以市场营销相关理论为基础，从公司电力营销现
状入手，挖掘其营销中存在的问题，基于 PEST方法和波特五力模型深度解析政
治、经济、社会、技术对 X公司营销转型的影响以及来自多方机遇与威胁的竞
争力分析，再结合公司自身资源禀赋设计具有针对性的营销策略。
研究结论主要分为四个方面：其一，“供不应求”是整体趋势，应全面参
与电力市场直接交易，稳步提升市场竞争力，强化政策理解，把握市场规律，
识别竞争对手，分析客户需求，开拓增值服务，发挥自身优势，努力抢占市场
份额。其二，“量体裁衣”，优先制定适合的 STP营销战略，强化市场细分，
选准目标市场，制定差异化营销战略，“抓大稳中小”，提升客户粘性，强化服
务，制定适宜的营销策略组合。其三，结合营销战略制定相应的营销策略。以
服务策略融通客户渠道，提供用户紧需且优质的服务，提升产品附加值；通过
产品竞价策略，加强内部供耗协同，提高经济煤种的采购与掺烧比例，实现发
电效益最大化，降低生产成本，提升市场竞争力；通过创新渠道策略，形成全
新通道的市场渠道；通过促销创新策略，加强自身促销策略，提高市场份额；
通过政治权力策略，及时了解所在区域政府主管部门制定的相关政策，借助国
家权威认证提高信誉，确保利益最大化；通过公共关系策略，建立与社会各界
的良好关系，提升社会影响力，达到经济效益和社会效益的双赢。其四，强化
营销团队建设，重点发挥人才优势，全力打造一支想干事、能干事、干成事的
全方位营销专业团队。制定系列激励与奖励政策，促进营销团队高效完成工作，
保障 X公司营销策略的顺利实施。
关键词：电力市场；发电企业；目标市场；营销策略
II
Abstract
ABSTRACT
With the release of the No. 9 document of the Central Electricity Reform,
according to the institutional framework of "controlling the middle and liberalizing
the two ends", the market of power purchase side and power sale side other than
power transmission and distribution will be completely liberalized. The electricity
market reform will change the original profit model of power generation enterprises,
which will be a huge challenge for power generation enterprises.
The paper aimed to study how to change the marketing strategy so that to adapt
the market competition under the background of the new reform of China's electric
power. In the paper, the study object was X Electricity Generation Company, while
was based on the theory of marketing management. And the analysis began with the
state of electricity marketing, while to explore the problems of its marketing. After
that, the study is based on PEST and Michael Porter's Five Forces Model so that to
analyse the politics-economy-society-technology effect on the change of marketing
strategy and the competitive power analysis from multiple opportunities and threats.
Then, the paper designed targeted marketing strategies, which was based on the
resource endowment of X company.
The study conclusions were divided into four aspects. Firstly, demand exceeds
supply was the general trend, while to full liberate the direct transactions of power
companies.
Meanwhile,
the
company
should
steadily
improve
market
competitiveness and strengthen the understand of policy. And it also need to grasp
market rules, identify competitors, analyze the demand of customers, develop the
value-added services and give full play to superior resource endowments so that to
make effective marketing strategies and improve market occupancy. Secondly, the
company should give priority to developing appropriate STP marketing strategies,
which need to strengthen market segmentation, select the target market, make
differentiatedmarketingstrategies,graspthelargecustomersandstable
medium-small customers, improve customer stickiness, strengthen services and
III
Abstract
make appropriate marketing strategy mix. Thirdly, the companyshould make
corresponding marketing strategies with marketing strategy. The company needed to
integrate customer channels with service strategy, provide users with urgently
needed and high-quality services, and enhance the added value of products. The
company needed to reduce production cost and improve market competitiveness to
improve the efficiency of thermal power plants through product bidding strategy.
The company needed to form anew generation of market channels through
innovative channel strategies. The company needed to strengthen its own promotion
strategy and improve its market share through promotioninnovation strategy.
Through political power strategies, the company needed to timely understand the
relevant policies formulated bythe local government authorities, improveits
credibility withthe helpof nationalauthority certification,and ensurethe
maximization of interests. The company needed to integrate all kinds of relations
through public relations strategies to maximize economic and social benefits. Lastly,
the company needed to strengthen the construction of marketing team, give full play
to talent advantages, and focused on creating a full range of professional marketing
team who were willing to work hard. The company should formulate a series of
incentive and reward policies to promote the marketing team to complete their work
and ensure the smooth implementation of X Company's marketing strategy and
marketing strategy.
Key Words: Power market, power generation enterprise, target market, marketing
strategy
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