摘要
近年来,为适应我W经济发展、社会进步和国际化竞争的需要,国有电网企
业稳步、快速推行电网发展方式及公司发展方式的两个转变,作为基础保障措施
的“二粜五大”体系建设己趋于完成。其中,资源管理的集约化、运作模式的高
效化、电网技术的智能化、物资需求的高质化已成为电网新体制运转的鲜明特点,
直接关系到屯力物资市场格局的变化,因此,如何在新的市场竞争中取得并保持
优势地位,是电力物资制造企业所面临的重大课题。可以预知,面对新的市场环
境,变通、冇效的苕销管理无疑是企业组织最具有竞争力的手段之一
本文基于电网新体制下的电力物资目标市场,客观分析了睿宁电气公司的营
销管理现状,总结营销管理的典型经验,指出营销行为中的问题不足。同时,立
足于企业可持续性发展,着力承担社会进步责任,制定适度超甜的营销战略,研
究适时创新的营销策略,运用合法、合理、合情的营销方式,建立与客户紧密连
接的关系纽带,荇造供需双方“共贏”的和谐氛围,推动产品在激烈的市场竞争
中享苟稳中有升的市场份额。本文以最大限度、最有效率地满足客户需求为出发
点,致力于提升产品的核心竞争力,围绕营销机会分析、荇销战略规划、营销方
案制定等三个方面,开展市场环境分析、需求方和竞争者行为讨论、市场细分和
[丨标市场选择、营销策略优化组合、营销渠道管理、质量服务提升等具体营销活
动的实施论述,为电网新体制下的睿宁电气公司提供一定的借鉴
关键词:国有电网;睿宁电气公司;营销策略
ABSTRACT
In recent years, in order to meet the needs of China's economic development, social
progress,as well as international competition, the state-owned power grid enterprises
steady and rapid implementation of grid development mode and the mode of
development of the Company two changes, as a basis for safeguard measures, the three
sets of five major system tends to complete. Intensive resource management, cfllcicnt
mode of operation, the intelligent grid technology, supplies the demand for higher
quality has become a distinctive feature of the new system of operation of the power
grid, and is directly related to changes in the pattern of the power supplies market,
therefore, how to obtain and maintain a superior position in the new competition in the
market, is a major issue faced by the electricity supplies manufacturing enterprise. It can
be predicted, the facc of the new market environment, flexible,cfTcctivc marketing
management is undoubtedly one of the enterprise organization the most competitive
means.
This paper is based on the target market of power supplies under the new system of
the grid, objective analysis the status of Rui Ning Electrical Company, summarize the
typical marketing management experience, pointed out that the lack of marketing
behavior problems. Same time, based on the sustainable development of enterprises,
focus on commitment to social progress responsibility to develop moderately ahead of
the marketing strategy of timely and innovative marketing strategies, the use of
legitimate, sensible, reasonable approach to marketing, tics to establish close
connections with customers create supply and demand sides of the harmonious
atmosphere of the win-win, to promote the products enjoy market share steadily in the
fierce market competition. This paper in order to maximize the most efficient way to
meet customer needs as the starling point, is committed to enhance the core
competitiveness around the marketing opportunity analysis, marketing, strategic
planning, marketing program development, multi-point to carry out the analysis of the
market environment, the demand side discussed and competitor behavior, market
segments accurate choice, discusses the implementation of marketing strategies
optimized combination of marketing channel management, quality service to cnhance
specific marketing activities, to provide a reference for the electric power grid under the
new system of Rui Ning Electrical Company.
Keywords: State-owned Power Grid ; Rui Ning Electrical Company ;
Marketing strategy