从 2002 年开始，中国正式对电力体制进行了改革，竞争被引入到电力企业经营 过程中。随着电力市场化改革的不断深入，如何加强发电企业电力营销，确保发电企 业健康、稳定、快速地发展，己经成为发电企业面临的首要任务。新的电力体制改革 方案的制定和实施，将会使电力市场的竞争更加激烈，同时还会不断激化电力生产和 电力需求之间的矛盾。如何有效的应对这些矛盾、解决这些难题，是目前 TL 发电厂 所面临的主要的营销方面的工作难题。 本文以 TL 发电厂的市场营销策略作为研究对象进行相关研究。结合电力商品的 特殊性和目前东北电力市场运营规则，同时借鉴普通商品营销策略制定适合 TL 发电 厂的市场营销策略。本文针对 TL 发电厂营销环境，从政治环境、经济环境、社会环 境、技术环境进行了宏观营销环境分析，还对 TL 发电厂的行业市场和竞争环境进行 了分析。其中，对其企业内部营销环境的分析主要是从企业现有目标市场，企业员工， 企业设备、资金、原材料等方面进行的。此外，本文还分别从产品策略、价格策略、 渠道策略、目标选择策略等方面对 TL 发电厂市场营销策略进行了分析。运用 SWOT 分析法，分析了 TL 发电厂营销环境和营销策略的优势和劣势，并分析了其未来发展 所面临的机会和威胁。通过对这些问题进行分析，最后提出了 TL 发电厂营销策略改 进的建议。本文重新审视 TL 发电厂当前的营销策略并寻求在未来的营销策略改进， 具体包含通过产品策略拓展目标市场及服务；通过电价策略提高企业市场占有率；通 过渠道策略分析预期风险并提高经济效益；通过降低成本策略来提升市场竞争能力； 通过营销人才培养策略促进营销策略制定的科学性、有效性等。希望通过本文的研究 对今后 TL 发电厂以的营销策略的制定起到一定的借鉴作用。 关键词：电力市场，发电企业，TL 发电厂，营销策略II Research on Marketing Strategies of TL Power Plant Abstract China has started to reform power system officially since 2002, and as a result, the competition has been involved in the course of power enterprises’ operation. With continuous deepening of power market-oriented reform, how to strengthen power generating enterprises’ power marketing, ensure sound, stable and rapid development of power enterprises have become prime tasks for power enterprises. The stipulation and implementation of new power system reform scheme will make the competition in power market more intensive, while stipulating contradiction between power generation and power demand. How to effectively handle these contradictions and solve these problems are major working difficulties in marketing for TL power generating plant. The paper makes relevant researches according to marketing strategy of TL power generating plant. Combining with uniqueness of power commodities and operation rules of current northeastern power market, while referring to marketing strategy of normal commodities, this paper makes proper marketing strategy for TL power generating plant. The paper makes macroscopic marketing environmental analysis to political environment, economic environment, social environment and technological environment according to marketing environment; and makes analysis to industry market and competition environment of TP power generating plant. The analysis to enterprise’s internal and external marketing environments proceeds from aspects of the aspects of current target market, employees, facilities, capital, raw materials and so forth. Meanwhile, it also analyzes marketing strategy of TL power generating plant from aspects of products strategy, price strategy, channel strategy, target selection strategy and so forth. Applying SWOT analytical method to analyze merits and demerits of marketing environment and marketing strategy of TL power generating plant and analyzes its future development chance and threats. It finally proposes improvement suggestions to marketing strategy of TL power generating strategy through analyzing these problems. The paper reviews marketing strategy of TL power generating plant and finds its marketing strategy improvement in the future, specifically, including expanding target market and serviceIII through products strategy’ improving market competitive ability by electricity price strategy; analyzing predicted risk for improving economic interests through channel strategy analysis; improving market competitive ability through decreasing cost strategy; through marketing talents cultivation strategy to promote scientificalness, effectiveness and so forth of marketing strategy formulation. It hopes that the research could play a degree of referential role in making marketing strategy for TL power generating plant in the future. Key words: Electricity Market, Power Generation Companies, TL Power Plant, Marketing StrategyIV 目录 摘要........................................................................................................................................I Abstract..................................................................................................................................II 第 1 章 绪论......................................................................................................................... 1 1.1 选题背景 ................................................................................................................ 1 1.2 研究意义 ................................................................................................................ 3 1.3 国内外研究动态 .................................................................................................... 4 1.3.1 国内研究现状 .............................................................................................. 4 1.3.2 国外研究现状 .............................................................................................. 9 1.4 主要研究内容 ...................................................................................................... 11 1.5 研究方法 .............................................................................................................. 12 1.6 研究的创新点 ...................................................................................................... 13 第 2 章 理论基础............................................................................................................... 14 2.1 PEST 环境分析理论............................................................................................. 14 2.1.1 PEST 分析理论概述................................................................................... 14 2.1.2 PEST 分析理论影响因素........................................................................... 14 2.2 波特五作用理论 .................................................................................................. 15 2.2.1 波特五作用力理论概述 ............................................................................ 15 2.2.2 波特五作用力模型 .................................................................................... 15 2.3 SWOT 分析理论................................................................................................... 16 2.3.1 SWOT 分析理论组成元素......................................................................... 16 2.3.2 SWOT 分析法的关系图............................................................................ 16 第 3 章 TL 发电厂市场营销环境分析.............................................................................. 18 3.1 宏观营销环境分析 .............................................................................................. 18 3.1.1 政策环境分析 ............................................................................................ 18 3.1.2 经济环境分析 ............................................................................................ 21 3.1.3 社会环境分析 ............................................................................................ 21 3.1.4 技术环境分析 ............................................................................................ 22 3.2 行业市场与竞争环境分析 .................................................................................. 23 3.3 企业内部营销环境分析 ...................................................................................... 24V 3.3.1 企业现有目标市场分析 .......................................................