供电企业服务营销差异化探究.pdfVIP

要 在中国市场经济日益成熟的今天，激烈而残酷的市场竞争成了所有企业无法 回避的现实，制定适宜有效的企业营销战略和营销策略，是企业生存与发展的关 键。随着经济环境的自由化，尤 是国家垄断、行业垄断和资源垄断的被打破， 供电企业在能源市场竞争演绎中也必将逐渐面对一个相互竞争的环境，只有未雨 绸缪，认真研究营销策略，积极采取相关措施稳定用电客户，才能确保供电企业 的持续稳定发展。 本论文首先介绍国内外服务差异化研究，分析了供电企业营销环境影响较大 的宏观、微观因素以及电力市场和供电企业的现状及现实的困难、问题，然后引 入差异化服务和客户价值分析的基础理论和分类方法并对供电企业现有的电力客 户进行价值分类，最后阐述了如何在供电企业中实施有效的差异化服务及需要哪 些保障措施。 本论文对供电企业进一步稳定和开拓电力市场、提高企业经济效益和社会效 益具有一定的实用意义。 关键词：电力营销 服务策略 差异化 1 Abstract Today, the market economy is more and more mature in China. No enterprise can escape from the fierce and cruel market competition. so it is crucial for the enterprises survival and development to make appropriate and effective marketing strategies. With the freedom of economic environment, especially with the gradual breaking of the state monopoly, line monopoly and resource monopoly step by step, power supply companies have to face to a fierce competing environment. The only way out is to take preventive measures, study marketing strategies carefully and actively take relevant measures to stable the power-consuming group, so that the power supply enterprise can get a sustained and steady development. First, the thesis introduces the research of the difference between domestic companies and foreign companies, and analyzes the macroscopical and microcosmic factors which have great influences on the marketing environment of the power supply companies. The electricity market and the current situation of companies have also been taken into account. Then, the thesis introduces the basic theories of service diversity and customer-value analysis and analyses the value of the present customers of power supply enterprises. Finally, it illustrates how to carry out effective diverse service in pow