zmt电厂营销策略研究工商管理专业论文.docxVIP

ⅢY ⅢY ㈨3 ¨—● ml Ⅲ9 Ⅲmml ㈣3 摘要 ZMT电厂，是宁夏回族自治区党委、政府确立的宁东能源化工基地重点工程，也是宁东 能源化工基地第一个开工建设、第一个建成投产的重点工程和大型企业。近几年以来，随着 电力体制市场化改革的深入，同时宁夏回族自治区其他发电企业的进入，经济下行压力带来 的企业发电设备利用小时数逐年下降等多方面因素影响，ZMT电厂虽然管理水平在区内属于 领先地位，但企业发展后续面临着较为严峻的“生存”环境。另外，随着电力体制市场化政 策的层层推进电力市场走入“新常态”，经济增速缓慢导致宁夏回族自治区社会用电量逐年 下降，宁夏回族自治区发电市场竞争异常激烈，逐步取消计划合同电量，放开大用户直接交 易争，面对残酷的外部环境，ZMT电厂应如何采取营销策略，令企业在电力行业的寒冬能平 稳度过，这对于该公司是一个值得研究的重要课题。 本文以电力营销作为切入点，同时结合企业实际，全面地、系统地阐述并分析了ZMT 电厂所处的内外部环境。通过参考借鉴客户关系管理理论、4Ps营销理论、电力市场竞价策 略等，运用PEST模型和SWOT分析矩阵等工具，就ZMT电厂电力产品、晶牌形象、客户服务、 公关关系等几个方面，提出了ZMT电厂应采取的营销策略，帮助企业改善营销现状、提升内 部管理水平、增强市场竞争能力、提高盈利水平，实现企业可持续发展。 关键词：电力、营销环境、营销策略、客户关系管理 万方数据 AbstractZMT Abstract ZMT power plant is Ningdong energy chemical base project of the Ningxia province establishment，is also large enterprises in Ningdong energy chemical， In recent years，with the deepening of the market-oriented reform of electric power system，other power generation enterprises to enter the ningxia region，the economic downturn brought about by the pressure generating equipment enterprise factors，such the number of hours using the declining,although ZMT power plant management level within the belong to the leading position，but subsequent enterprise development is faced with more severe”live”environment． Based the electric power marketing as a breakthrough point，and combining the reality of enterprise，expounds and analyzes the internal and external environment of ZMT power plant．By reference to how to use the theory of customer relationship management(CRM)，4 ps marketing theory,the electric power market bidding strategies，using tools such as PEST model and SWOT analysis matrix，ZMT power plant electric power products，brand image，customer service，public relations and several aspects，proposed the marketing strategy should be taken to ZMT power plant，and help enterprises to improve marketing present situation，improve internal management level，enhance market competition ability，improve the level of profitability，the enterprise sustainable development