摘要
电能的利用是第二次工业革命的主要标志,人类社会从此进入了电气时代。
电能被广泛应用在动力、照明、冶金、通信、广播等各个领域,是国民经济发展
的主要动力。在我国电力是重要的二次能源,随着我国经济的发展、城镇化、信
息化和小康社会、新农村建设等发展战略的推进,电力在终端能源消费中的比例
也将不断提升。
泉州电力公司是国家电网福建省电力有限公司下属的一家地市单位,经营所
在地区电网工程建设和管理,面对电力体制改革和电力市场的变化,泉州电力的
营销策略也面临改变,如何更好的做好电力市场营销服务,在提供清洁绿色的能
源时承担好企业社会责任,实现企业长远发展是新的市场环境下必须进行的思
考。
本文首先分析泉州电力的营销策略现状,并收集相关的业扩及市政建设数
据,分析泉州电力的市场环境。然后,对泉州电力经营中的相关利益者关系进行
分析,包括客户、供应商、影响者和内部市场四个关系市场展开分析,并探讨相
应的关系营销策略。最后,进一步结合客户满意度测评来具体分析营销策略环节
上的进一步改进点。科学和恰当的营销策略是泉州电力公司市场营销满足客户、
公众和社会的需求,以实现自身发展的关键。
关键词:电力市场;关系营销;营销策略
Abstract
The utilization of electric power is the outstanding feature of the second
industrial revolution, since then the age of electricity had dawned. Electric power is
widely used in the field of motive power, illumination,metallurgy, communication,
broadcast. It's the main power for the development of national economic. In China,
electric power is major secondary energy sources. With the development of the
economic and construction of new rural, the proportion of electric power in terminal
energy consumption will rise.
Quanzhou power grid corporation is a subsidiary company of State Grid
Corporation of China. It operates the construction and management of power grid in
Quanzhou. Be confronted with the Chinese electric power system reform and
transformation of electric power market, the strategy of Quanzhou corporation's
marketing management will have to change in some aspects. So how to do better in
service and assume more social responsibility to achieve long-term growth is what the
company needs to considerate.
This thesis based on information that gathered from business expanding and
municipal construction datum to analyse the current situation of Quanzhou
corporation's marketing management and environment. Then analyse the relationship
marketing strategy of stakeholders including customers, suppliers and government. At
last, analyse the improvement in marketing strategy combined with customer
satisfaction survey. Proper and scientific method is the key to Quanzhou corporation's
marketing, which can meet the demand of customers and the society, and finally
achieve the goal of growth.
Keywords: Electric Marketing; Relationship Marketing; Marketing Strategy