河南省电力公司市场营销策略研究-工商管理专业论文.docxVIP

中文摘要目前国内电网公司的市场营销管理是在计划经济体制、政企合一、短缺经济 中文摘要 目前国内电网公司的市场营销管理是在计划经济体制、政企合一、短缺经济 情况下形成和发展起来的。随着电力体制改革的进一步深化和区域电力市场的逐 步形成，原来的以产定销(计划用电)将逐步过渡到以销定产(竞价上网、扩大 市场占有率)的新阶段。当前河南省电力公司所面临的问题是如何开发和占领市 场，以便在激烈的市场竞争环境下获得生存和发展，传统的电力营销观念已经不 能解决当前电力市场的矛盾性问题，因而明确当前的市场营销状况并实施积极的 营销策略是公司发展的迫切需要。 本文依据市场营销的基本理论，从当前面临的改革和发展实际情况出发，在 分析河南省电力公司的发展环境的基础上，运用SWOT分析方法和迈克尔·波特 的五种竞争力模型对河南电力市场的竞争态势进行了深入的分析研究。在此基础 上，结合对河南历年来电力需求情况、用电负荷情况以及影响电力需求因素的分 析，预测出河南省“十一五”期间电力消费增长将超前于经济增长，电力供需形 势将于2006年出现“拐点”，电力供应大于需求，到2010年再次呈现电力供应 不足。据此提出了河南省电力公司应采取积极的市场营销策略，以提高电力在整 个能源消费市场中的占有率，并建立“营配合一”的、为客户提供无障碍、全 过程优质服务的市场营销服务体系。 关键词：电力营销 环境分析 营销策略 ABSTRACTNow ABSTRACT Now the marketing management of the domestic power鲥d is formed and development under the situation of planned economy,government and enterprise united and shortage of electric power．黝the further deepen of the Electric Power Reform and the gradually form of the district electric power market,the former sale model about the sale settled by the produce(plan use electricity)will transfer to the new period ofthe produce settled by the sale(competition price to鲥d，extend the market share)．The current problem for Electric Power of Henan facing is how to developing and occupying the market．The tradition idea cant already resolve the current problem ofthe electric power market；it is an urgent demand for the company to clear the front condition and implement active market strategy． The thesis is according to the basic market theories，facing to the actual circumstance about the reformation and the development,analyzing the developing environment of Electric Power of Henan,applying the SWOT analyses method and Michael Porter with five kinds of competition model，giving an in-depth analysis and research to the competition in Henan electric power market．On this foundation, combination to the electric power require of Henan in the past years，the electricity load circumstance and the analysis to the factor which affect the electric power requirement，forecast that the increase