本文运用市场营销学、企业管理学等理论知识,结合新一轮电力市场化改革
的政策和L火电厂市场营销面临的实际问题,对L火电厂的市场营销环境做定性
分析。主要运用了基于PEST分析的环境扫描、竞争的五力模型和SWOT分析法,
并列出了 L火电厂的内部因素评价矩阵(IFE)、外部因素评价矩阵(EFE)和内
外部矩阵(IE),确定L火电厂应积极开展市场营销工作,制定了 L火电厂市场
营销战略
并依据营销战略,制定了定价策略、客户关系管理策略、电力营销服务差异
化策略。L火电厂应该采用的营销策略以定价策略为主。定价策略中采用的策略有
竞争导向定价、市场细分、价格分割策略。定价策略的主要目的在于吸引客户
另外辅之以客户关系管理策略和电力营销服务差异化策略。客户关系管理策略有
两个方面,现有客户关系维护和发现潜在客户。客户关系管理策略的目的是为了
降低客户的流失率,减少营销成本。电力营销服务差异化策略,主要是通过提供
差异化的电力营销服务和价值创新区别于其他发电企业的市场营销工作。通过电
力营销服务的差异化策略的实施,避免L火电厂与其他发电企业之间的红海竞争,
实施相应的蓝海战略,快速扩大L火电厂电力直接交易的市场份额,打造L火电
厂的营销服务品牌
另外,营销策略的顺利实施,需要L火电厂做出调整和改进。本文主要从调
整组织架构、提升管理水平、深化技术改造和实施创新管理四个方面来保障营销
策略的顺利实施。以此来提升L火电厂的核心竞争力,降低发电成本,更好地服
务于L火电厂的市场营销工作
关键词:电力市场化改革,电力直接交易,L火电厂,市场营销,营销策略
I Abstract
With a new round of market-oriented reform of electricity industry in china put
into effect^ power generation enterprises actively participate in direct trade of electricity,
seeking for new growth point of profit for enterprise development. Facing of new
market^ power generation enterprises all want to have a finger in the pie,that lead to the
competition of direct trade of electricity is stiff. According to successful experience of
domestic and foreign, excellent marketing strategy can make power generation
enterprises to reduce costs, to provide quality services. Compared with other power
generation enterprises, excellent marketing strategy can bring greater economic benefits
for enterprises. Therefore, the marketing strategy is stand or fall, that concerns survival
or extinction of power generation enterprises in the fUture.
This paper use theoretical knowledge such as marketing, enterprise management,
combined with the policy of market-oriented refonn of electricity industry and the
practical problems L coal-fired power plant facing in the marketing. Qualitative analysis
is done on L coal-fired power plant marketing enviromnent. Otherwise, environmental
scanning based on the analysis of the PEST, five-force model of competition, and
SWOT analysis are applied in the paper. And internal factors evaluation matrix (IFE),
external factors evaluation matrix (EFE) and internal-external matrix (IE) of L
coal-fired power plant are listed in the paper. These determined that L coal-fired power
plant should actively carry out marketing job, and formulate marketing strategy.
According to marketing strategy, pricing strategy, customer relationship management
strategy and different service strategy of electric power marketing are formulated.
Marketing strategy of L coal-fired power plant is given priority to pricing strategy. In
pricing strategy, competition-oriented pricing strategy, market segmentation strategy,
the price segmentation strategy are adopted. The main purpose of the pricing strategy is
to attract customers. In addition, marketing strategy supplemented by customer
relationship management strategy and different service strategy of electric power
marketing. Customer relationship management strategy has two aspects, the
maintenance of existing customers and the discovery of potential customers. The
purpose of customer relationship management strategy is to reduce customer chum rate
III and marketing costs. The different service strategy of electric power marketing, mainly
through provide different service and value, what is different from other power
generation enterprises.Through the implementation of different service strategy of
electric power marketing,that can avoid the red sea competition between L coal-fired
power plant and other power generation enterprises, implement blue ocean strategy,
rapidly expand the market share and build marketing service brand of L coal-fired
power plant.
Otherwise, L coal-fired power plant must make changes and improvements to
implement marketing strategy smoothly. This paper mainly through adjust organization
structure, enhance the level of management, deepen the technology reform and
implement innovation management four aspects to make sure the implementation of
marketing strategy smoothly. These are used to enhance the core competitiveness of L
coal-foed power plant, to reduce the cost, to better service marketing work of L
coal-fired power plant.
Keywords: market-oriented refonn of electricity industry, direct trade of electricity, L
coal-fired power plant, marketing, marketing strategy
IV 目录
mm i
Abstract Ill
B 11绪论 1
1.1研究背景与意义1.U国内电力行业发展现状1.1.2电力直接交易1.1.3国内火电厂发展环境1.1.4火电厂市场营销策略研宄的意义1.2国内外研究动态与实践1.3本文的研宄目的及框架1.4本文的研究思路和研究方法第2章市场营销相关理论2.1市场营销理论2.1.1 4P 理论2.1.2 4C 理论2.1.3 4R 理论2.1.4电力市场营销特点2.2定价策略理论2.2.1竞争导向定价法2.2.2市场细分2.2.3价格分割2.3客户关系管理(CRM)理论2.4环境扫描理论2.4.1环境扫描的概念2.4.2环境扫描的方法2.4.3环境扫描的特点2.5本章小结V 第3章L火电厂营销环境分析3.1 L火电厂简介3.2基于PEST分析的环境扫描3.2.1政治环境因素3.2.2经济环境因素3.2.3社会环境因素
23
3.2.4技术环境因素
24
3.3发电行业竞争的五力模型
25
3.4 SWOT 分析
26
3.4.1 L火电厂市场营销的优势分析
26
3.4.2 L火电厂市场营销的劣势分析
28
3.4.3 L火电厂市场营销的机会分析
28
3.4.4 L火电厂市场营销的威胁分析
29
3.4.5内部因素评价矩阵(IFE)
30
3.4.6夕卜部因素评价矩阵(EFE)
31
3.4.7内-外部矩阵(IE)
31
3.5 L火电厂营销战略制定
33
3.6本章小结
33
第4章L火电厂营销策略
35
4.1
35
4.1.1竞争导向定价
35
4.1.2市场细分
39
4_1.3价格分割
40
4.2客户关系管理策略
40
4.2.1现有客户关系维护
41
4.2.2发现潜在客户
41
4.3.3 AHP法分析CRM中的重要影响因素
42
4.3电力营销服务差异化策略
47
4.4本章小结
48
第5章营销策略实施的保障措施
51
5.1调整组织架构
51
VI 5.2提升管理水平
52
5.3深化技术改造
54
5.4实施创新管理
54
5.5本章小结
58
胃6胃结论 59
mm 6i
参考文献 63
囉
67
鰂 69
攻读学位期间研究成果
71
VII
第1章绪论
第1章绪论
1.1研究背景与意义
1.1.1国内电力行业发展现状
2002年,我国进行第一次电力体制改革,在发电侧引入了竞争,成立了以华
能、华电、国电、大唐、中电投五个大型发电集团和国投电力、国华电力、华润
电力、中广核四小豪门为主体的发电企业和国家电网、南方电网两家南北分治的
电网公司,另外还有企业自备电厂、地方公用电厂、中外合资电厂等各种所有制
的发电企业,孤网运行的如魏桥电网等小型电网,实现了我国电力行业在发电侧
充分竞争、输电领域和售电侧南北分离的总体架构
十五年来,五大发电集团和四小豪门在政策的支持下,积极布局全国市场,
跑马圈地,不断上马新机组,应用新技术,各大发电集团总资产迅速膨胀。时至
今日,随着我国经济发展进入“新常态”,发电行业整体也进入了増长速度换挡期、
结构调整攻坚期、经营发展转折期一三期叠加”的新阶段。发电产能相对于需求,
已经进入全面过剩时期。然而在机组容量作为电量定额分配主要指标的驱动下,
各发电集团为了抢占市场份额,仍在不断加码发电项目,导致发电机组的利用小
时数逐年下降,西部地区水电弃水、风电弃风、太阳能发
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