桂林电力市场营销策略研究-工商管理专业论文.docxVIP

y577588摘要 y577588 摘要 2002年，中国电力1业进入了一个崭新的时代。』+网分开、主辅分离、打破垄 断、引入竞争。我国电力工业正以前所未有的改革力度，与国际电力工业的发展接轨。 供电企业将要面临着越来越激烈的市场竞争，怎样做好电力的市场营销工作，“服好 务、卖好电、收好钱”，已经成为摆在供电企业面前的无法回避的一项重要课题。 本文尝试运用现代市场营销学理论，为桂林供电局破解这一难题，系统地提出了 桂林电力新世纪的营销策略。 论文首先以国内外电力改革的发展、电力市场的演变为切入点，总结了前人的理 论和经验，分析了国内外电力市场营销的状况，为桂林电力的营销工作提供了借鉴。 其次，对桂林供电局所面临的内、外部环境做了系统分析。分析了桂林电力的优 势和机会，存在的劣势和威胁，总结出桂林电力市场的特点，确立了目标市场，结合 市场营销学的理论，提出了一系列具有针对性的营销策略。 传统的市场营销策略只是有效实施营销活动的基本保证，面对日新月异的科技时 代、信息时代，电力市场营销必须实现创新。本文从四个方面，提出了桂林电力市场 营销创新的举措。 关键词：供电企业 电力市场营销策略营销创新 柬獬i静、乏帮污枣 勿奎X公布 AbstractThe Abstract The electric power industry of China entered a new age in 2002——Power plant separating from power network，accessorial business parting from major business，breaking monopoly,introducing market competition．The electric power industry of China is catching up with the development ofthe international’s with an unprecedented reform．The power supplies will face tougher competition．It has become an unavoidable task laid in front of the power supplies how to market the electric power and achieve the goal of “Good Service，Good Supply and Good Income”． This paper try to adopt the modem marketing theory in accomplishing this task for Guilin Power Supply Bureau，and presenting the systematic strategy for electric power marketing of Guilin in new century． Firstly,the paper introduces the developments of reform and the changes of the electric power market both at home and abroad．And then summarizes the experiences and theories of other experts and scholars，analyses the marketing situations at home and abroad，draws the lessons for electric power market in Guilin． Secondly,this paper analyses Guilin Power Supply Bureau’s internal and external environment，pointing out the strengths，opportunities，weaknesses and threats，summing up the characteristics of electric power market in Guilin．Combining the marketing theory, the paper sets up target market，and proposes a series ofpractical marketing strategies． The traditional marketing strategy can merely guarantee