I 摘要 传统的电力行业是由国家和政府垄断的，能源产业是政府重点的管理对象。 随着时间的流逝，垄断越来越明显，如价格体系难以实现资源的适当配置。与 此同时，电力企业长期处于行业垄断，这对行业的进步、技术创新甚至是社会 发展都不是一个利好的现象。为了改变现状，推进电力行业长期、平稳、健康 地发展，20 世纪 90 年代，我国开始实施电力体制改革，实现了“厂网分离、竞 价上网”，分开的是发电企业和电网公司，坚持发电公司以市场为重心，放下 “老大”的身份，加入市场竞争，围绕市场需要去完善和提高自身能力，全方 位提高竞争程度。电能和其他商品对比具有其独有的特性和性能，不应该按照 普通商品的销售方式来操作。所以，对发电企业电力市场销售战略的研究首先 要了解发电企业生产的产品，从而在电力营销中“因地制宜”，达到提升销售 管理效率的目的。 基于国内外电力市场的探究，本文分析中国的电力市场，先明确借鉴的内 容，再依据新中国成立到现在所实施的电力市场改革的经验教训，研究最新一 次的电力体制改革对发电企业会造成的影响，结合 Z 省区域电力市场特征和 H 发电公司的实际情况，研究 H 发电公司在 Z 省电力市场所面对的内外部环境， 存在的优势、劣势、机遇和风险，并提出 H 发电公司电力市场营销中出现的问 题，针对这些问题，从六个方面提出改善营销策略建议，应对新电改带来的市 场竞争。通过本文的分析，H 发电公司营销存在的主要问题有：与客户关系不够 完善，专职营销人员管理不到位，营销渠道有局限性，营销策略缺乏长远的规 划等。基于此，本文结合 4P 理论提出了具体的营销策略，希望通过本文的研究， 可以抛砖引玉，对相关领域的研究有所贡献。 关键词：新电改；发电公司；电力营销Abstract II Abstract The traditional power enterprises are monopolized by the state and the government,and are directly managed by the central government or local governments. With the passage of time,the monopoly becomes more and more obvious.For example,the price formation mechanism is more difficult，and it is difficult to realize the rational allocation of resources. At the same time,the power enterprises are in a monopoly position for a long time,which is extremely unfavorable to the development of the industry，technological innovation and even social progress. In order to change this situation and promote the sustainable,stable and healthy development of the power industry,in 1990s,the state began to carry out the reform of the power system,implement the separation of the power plant network and compete for the Internet - the separation of power plants from the power plant and the Power Grid Corp. The market is the core,put down the face of the Mr. big, and join in the market competition to improve and improve the competitiveness of the market in an all-round way around the market demand. Electricity,compared with other general goods,has its inherent characteristics and nature.It must not follow the marketing method of the general commodity,otherwise it can only run counter to our goal. Therefore,the study of the marketing strategy of electric power enterprises must first understand and analyze the products produced by the power generation enterprises,so as to realize the remedy to the case in the power marketing and improve the efficiency of marketing management. Firstly,through the study of the domestic and foreign electricity market,this paper analyzes the similar countries in China's electricity market，compares them,and preliminarily determines the direction of reference. Then,according to the experience of the electricity market reform since the founding of New China,this paper analyzes the possible impact of the new round of electricity reform on power generation enterprises and the regional electricity market of Z province. Characteristic,H power generation company as a power generation enterprise,through analyzing its internal and external environment,advantage,disadvantage,opportunity and threat in the ZAbstract III province electric power market,points out the existing problems of H power generation company,thus from the power generation strategy,price strategy,cost strategy,power quality strategy,management strategy six generous In the face of how to improve the marketing strategy under the market competition of the new electric power system reform,the author gives his opinions and suggestions. Through the analysis of this paper,the main problems of H power company marketing are： imperfect relationship with customers,inadequate management of full-time marketing staff,marketing channels have limitations,marketing strategies lack of long-term planning. Based on this,the article puts forward specific marketing strategies based on 4P theory,hoping that through this study,we can throw a brick to attract jade,and contribute to the research of related fields. Key words： new electricity reform； power generation company； power marketing目录 IV 目 录 第 1 章 引言.................................................................................................................1 1.1 研究背景 .......................................................................................................1 1.2 研究意义 .......................................................................................................2 1.3 国内外研究现状 ...........................................................................................2 1.3.1 国外研究现状 ...................................................................................2 1.3.2 国内研究现状 ...................................................................................3 1.4 研究内容及方法 ...........................................................................................5 1.4.1 研究内容 ...........................................................................................5 1.4.2 研究方法 ...........................................................................................5 第 2 章 电力营销相关理论基础.................................................................................7 2.1 电力市场营销理论 .......................................................................................7 2.2 电力市场价格理论 .......................................................................................8 2.3 电力市场运营模式 .......................................................................................8 2.4 SWOT 分析工具 ..............................................................................................9 第 3 章 H 发电公司电力营销现状和 SWOT 分析......................................................10 3.1 H 发电公司简介 ..........................................................................................10 3.1.1 主要生产指标完成情况 .................................................................10 3.1.2 当前经营状况分析 .........................................................................12 3.2 H 发电公司电力营销现状 ...........................................................................13 3.2.1 价格策略的现状 ...............................................................................13 3.2.2 产品策略的现状 .............................................................................13 3.2.3 渠道策略的现状 .............................................................................14 3.2.4 促销策略的现状 .............................................................................14 3.3 H 发电公司“SWOT”分析 ..........................................................................15 3.3.1 内部优势（S） ...............................................................................15 3.3.2 内部劣势（W） ...............................................................................16目录 V 3.3.3 外部机会（O） ...............................................................................17 3.3.4 外部威胁（T） ...............................................................................17 第 4 章 H 发电公司营销环境和存在的问题分析....................................................19 4.1 H 发电公司宏观环境分析 ..........................................................................19 4.1.1 全国发电市场 PEST 分析 ...............................................................19 4.1.2 Z 省电力供需形势 .....................................