发电行业中小IT服务企业营销战略研究——基于北京光耀能源股份有限公司IT板块业务的研究-工商管理专业论文.docxVIP

摘 要 发电企业日益面临如何提高发电设备利用率、降低发电成本、提升运营管理精 细化水平等挑战，信息化手段无疑是解决上述问题的重要方式之一，这给行业内 IT 服务企业带来了广阔的市场需求，并带动发电企业信息化由基础设施建设向信 息资源应用转变，由企业内部管理向经济效益服务转变。在这样良好的市场环境下， 服务于电力行业的 IT 服务中小企业如何依据自身特点，制定明晰、合理的营销战 略及执行保障策略，借力行业发展浪潮，突破瓶颈，获得持续、稳健的发展，将作 为本文的研究方向。 本文行业研究与案例分析相结合，详细分析了发电行业中小 IT 服务企业生存 的宏观环境、细分行业市场环境及此类企业发展过程中普遍存在的问题，并选取一 家行业重点厂商作为研究对象进行调查研究。研究以国际领先的 BLM（业务领导力 模型）方法论为主线，通过市场洞察、战略意图、业务设计、创新焦点、组织保障、 人才规划、关键任务等维度的分析与思考，找出制约企业营销发展的症结，提出改 进思路及建议，形成企业营销战略及执行保障策略。 案例企业属于较为典型的基于传统发电行业业务合作的积累、尝试拓展行业 IT 服务业务的中小企业。所以本文对于发电行业中小 IT 服务企业营销策略诊断、 营销战略与执行保障策略的制定等，都具有普遍的借鉴指导意义。 关键词:发电行业，IT 服务企业，营销战略，BLM 方法论，新能源 Abstract Undoubtedly the power generation companies are facing a number of challenges: 1, how to cut down the cost of power generation; 2, how to raise the production of the existing equipment; 3, how to improve the management efficiency, etc., and the information technology will be one of the answers to these problems. It is well recognized that the rapid development in power industry have created great demand and opportunities to IT service companies, and meanwhile make the Informatization of power industry transfer from facilities establishment to information resources application. In such backgroud, how IT service companies can make a breakthrough and guarantee a continuously stable development with the clear and rational marketing strategy will be the focus of this paper. The paper will firstly introduce the development-history of the IT service in the power generation industry and analyzed the general risks and opportunities of the industry. The example analyzed in this paper is a major IT service provider -“ Guangyao Energy”. And methodology adopted in this paper is the international reputable “Business Leadership Model”, followed by analyses of market , strategic planning, technical designing, innovation, organizational structure, intelligence and human resource planning, key competences, etc, which enable us to look into the problems regarding marketing, expansion and transformat