电力行业与人们的生产生活息息相关，长期以来受政府严格管控。2015 年 我国开始了新一轮电力体制改革，改革的主要内容之一是打破以前的垄断模式， 引入发电企业市场竞争机制，提高市场化交易电量的比重，进而促进电力资源的 优化配置，实现电力市场的健康发展。 黄河公司作为青海省的发电龙头企业，必须尽快适应改革需求和电力市场变 化，顺势而为，发扬优势，规避弱势，制定利于自身发展的营销策略，提高营销 能力和市场竞争能力，在激烈的市场竞争中赢得先机。 本文以电力体制改革为背景，以市场营销理论和电力营销知识为基础，分析 黄河公司当前的营销现状、营销策略存在的问题及其原因。论文分析了黄河公司 宏观营销环境与微观营销环境，剖析了黄河公司发展过程中面临的机遇和威胁， 优势与劣势，研究了黄河公司电力目标市场选择和市场定位。针对问题，重点制 定了电力营销策略优化建议，包括品牌策略、产品策略、价格策略、渠道策略和 促销策略五个方面。为了保障营销策略优化建议地有效执行，从人力资源、公共 关系、激励机制、政策敏感性方面提出了实施的保障措施。 论文的研究结果对黄河公司的市场营销具有指导意义，对同行业企业具有参 考价值。 关键词：黄河公司，电力体制改革，电力营销，营销策略II STUDY ON OPTIMIZING POWER MARKETING STRATEGY OF HUANGHE COMPANY UNDER THE BACKGROUND OF ELECTRIC POWER SYSTEM REFORM Abstract The electric power industry is closely related to the public production and life, and has been strictly controlled by the government for a long time. In 2015, Our country began a new round of electric power system reform. One of the main contents of the reform is to break the previous monopoly mode, introduce the market competition mechanism of power generation enterprises, increase the proportion of market-oriented electricity transactions, and then improve the optimal allocation of power resources, so as to achieve the healthy development of the electric power market. As the market leader of power generation enterprise in Qinghai Province, the Huanghe Company must adapt to the needs of reform and the changes of the electricity market as soon as possible,develop advantages and avoid weaknesses, work out marketing strategies conducive to its own development, improve its marketing ability and market competitiveness, and win advantage in the fierce market competition. Having of electric power system reform as the background, based on the theory of marketing and knowledge of electric power marketing, this artical analysed the current marketing situation, analyzing exist problems and reasons of marketing strategy of Huanghe Company. In addition, the paper analyzed the macro-marketing and micro-marketing environment of Huanghe Company, dissected the opportunities and threats, strengths and weaknesses faced by Huanghe Company in it’s development process, studied the target market selection and market positioning ofIII Huanghe Power Company. In view of the problems raised before, the optimization suggestions of power marketing strategy are mainly formulated, including brand strategy, product strategy, price strategy, channel strategy and promotion strategy. In order to ensure the effective implementation of marketing strategy optimization suggestions, the following measures are put forward from the aspects of human resources, public relations, incentive mechanism and policy sensitivity. The research results of this paper have guiding significance for the marketing of Huanghe Company, and have reference value for the enterprises in the same industrial firms. Key Words: Huanghe Company, Electric Power System Reform, Electric Power Marketing, Marketing StrategyIV 目 录 中文摘要................................................. I Abstract................................................. II 第一章 绪论 ............................................. 1 1.1 研究背景与意义.............................................. 1 1.2 研究的思路与内容............................................ 2 1.3 研究的方法与工具............................................ 3 第二章 相关理论基础 ..................................... 4 2.1 市场营销相关理论............................................ 4 2.2 电力营销相关概念............................................ 5 第三章 黄河公司电力营销现状分析 ......................... 8 3.1 黄河公司简介................................................ 8 3.2 黄河公司电力市场营销现状分析............................... 10 3.3 黄河公司电力市场营销存在的问题及原因分析................... 13 第四章 黄河公司电力营销环境分析 ........................ 17 4.1 宏观营销环境分析........................................... 17 4.2 微观营销环境分析........................................... 25 4.3 SWOT 分析 .................................................. 27 第五章 黄河公司电力目标市场战略 ........................ 32 5.1 黄河公司电力市场细分....................................... 32 5.2 黄河公司电力目标市场选择................................... 33 5.3 黄河公司电力市场定位....................................... 33V 第六章 黄河公司电力营销策略优化建议 .................... 35 6.1 品牌策略................................................... 35 6.2 产品策略................................................... 36 6.3 价格策略................................................... 38 6.4 渠道策略................................................... 39 6.5 促销策略................................................... 40 第七章 黄河公司电力营销策略实施的保障措施 .............. 42 7.1 加强人力资源建设........................................... 42 7.2 强化公共关系建设........................................... 43 7.3 完善激励机制............................................... 44 7.4 提高政策敏感性............................................. 44 第八章 结论与展望 ...................................... 46 8.1 论文主要结论............................................... 46 8.2 不足与展望................................................. 46