华能东北分公司竞争战略研究-工商管理专业论文.docxVIP

摘要作为我国电力体制改革的不断深入的标志，以两部制电价、全电量竞价为特 摘要 作为我国电力体制改革的不断深入的标志，以两部制电价、全电量竞价为特 征的东北区域电力市场已经开始运行。市场内所有发电企业面对的是崭新的市场 环境和更加激烈的竞争格局。发电企业对于区域市场政策的领会及相应对策的制 定，关系到企业在未来竞争中所处地位。因此，只有对市场做出仔细的分析和预 测，并结合企业自身的实际情况，制定出符合市场走势、体现企业经营理念和经 营方针的对策，才能使企业把握市场环境所提供的各种机遇，在竞争中立于不败 之地。论文从分析电力市场f=1前的总体发展情况入手，结合华能东北分公司内外 部环境分析，得出企业为适应当前环境变化应采取的具体对策。对于区域市场内 其他一些发电企业来说，这些列策的应用，同样是取得竞争优势的有效途径。 本文对区域电力市场的发展进程及运营规则作了介绍，在详尽分析外部环境 给企业带来的机会和威胁及企业内部的优势和劣势的基础L，得出了面对激烈竞 争华能东北分公司所应采取的主要竞争对策，即通过规摸扩张稳定及增加市场份 额、实旎成本领先策略及煤电联营降低发电成本、优化电源结构规避经营风险、 追求整体效益最大化。论文根据华能东北分公司实际情况对以上对策进行了详尽 的论述，旨在说明以上对策能够有效调整华能东北分公司经营理念，优化内部资 源配置，降低发电成本，从而使企业在竞争中获得有利地位。 关键词：区域电力市场；竞价上网；竞争策略 Il AbstractState Abstract State power institutional reform has been steadily intensified that is the sign of northeast power market begin running with two kinds of power price and bidding for full electricity as its features．All power enterprises in the market confront the new marketing environment and more serious competition．How power enterprises understand on district market policies and how they make the relevant countermeasures are related their positions in the future struggle．In order to grasp kinds of opportunities in the market environment， accurate analysis and prediction on marketing should be made．Other power plants in this district also can take these measures in order to get more advantages to compete． This paper introduces the development and operating rules of regional power market．Based on particular analysis on opportunities and threats from the outside as well as strength and weakness inside， it brings on the main countermeasures for Huaneng， Northeast branch that is confronting the drastic market competition． They are expanding the business scope and to increase the market share，putting the stratagem of becoming the one who has the lowest cost into practice， and reducing the cost from the coal—electricity pooling．To optimize the product proportion to avoid the operating risks and to maximize the total profit are included too．The pape