I 摘要 2019年，国家电网公司“两会”提出了建设“三型两网”的决定，使得能源 互联网企业更具竞争力，以达到世界一流水平为目标，在公司的层面实施网络强 国战略，将中央的战略部署落实下来，让央企发挥出模范带头前进的作用，积极 的应对国内外复杂的局势，信心坚定的迎接更大的挑战。因为电力物联网在一定 程度上对电力行业的企业产生了巨大影响，对A公司的传统营销管理体系产生很 大冲击，这对于A公司而言，即使机遇又是挑战，A公司如何通过自身调整适应 国家电网的泛在电力物联网规划，对于A公司至关重要。所以本文的研究能够帮 助A公司优化营销管理体系，更好的适应当前环境。 本文一共七章。绪论部分为第一章，从背景、意义、思路、方法、内容以及 框架方面进行阐述，概括了全文的大部分内容。第二章概念、理论与文献综述。 对泛在电力物联网、营销管理体系等相关概念、理论和文献梳理。第三章A公司 外部营销环境及其对营销管理体系的影响。主要分析了A公司的外部管理环境， 并从宏观环境和行业竞争加剧两个角度分析了对A公司营销管理体系的影响。第 四章A公司营销管理体系现状。对A公司的发展、主要业务、营销管理体系现状 进行分析。第五章详细分析了A公司营销管理体系存在的问题，首先对这些问题 设计了分析框架，然后从营销战略与目标、营销流程环节、营销支持体系三个大 的方面逐步详细分析了A公司的营销管理体系问题。第六章A公司营销管理体系 优化策略。针对问题，结合营销环境分析为A公司提出有效的营销管理体系优化 策略建议。第七章结论与展望，总结全文，指出研究不足，提出未来的研究展望。 本文研究得到三个主要结论： 结论一，外部营销环境对A公司营销管理体系 的影响分析显示：（1）宏观环境促使A公司的营销管理体系发生转变；（2）行业 竞争加剧对A公司营销管理体系提出新要求。结论二，A公司营销管理体系问题 分析表明其营销管理体系具体问题包括：（1）营销战略与目标问题；（2）营销流 程环节问题；（3）营销支持体系问题。结论三，泛在电力物联网下A公司营销管 理体系转型优化策略研究表明其需要从三方面进行优化：（1）营销战略与目标转 型优化（制定营销战略、制定营销目标）；（2）营销流程环节转型优化（完善营销 流程、优化营销流程各个环节）；（3）营销支持体系转型优化（优化营销组织框架、 革新营销理念、重构适应泛在电力物联网时代的企业文化、提升营销队伍水平、 优化营销队伍培训体系、完善营销绩效考核制度、在关系营销基础上搭建投标体 摘要 II 系、构建客户管理系统）。 关键词： 泛在电力物联网；电力设备监测；营销管理体系 ABSTRACT III ABSTRACT In 2019, the State Council ’s “Two Sessions” proposed the decision to build “Three Types and Two Networks” to make energy Internet companies more competitive, with the goal of achieving world-class levels, implementing the strategy of network power at the company level The implementation of the strategic plan has enabled central enterprises to play an exemplary role in taking the lead, actively responding to complex situations at home and abroad, and confidently meet greater challenges. To a certain extent, the Internet of Things has a huge impact on enterprises in the power industry and has a great impact on the traditional marketing management system of Company A. For Company A, even if opportunities are challenges, how can Company A adjust itself Adapting to the ubiquitous power IoT planning of the State Grid is crucial for Company A. Therefore, the research in this article can help Company A optimize its marketing management system and better adapt to the current environment. There are seven chapters in this article. The first chapter is an introduction, which is explained in terms of background, meaning, ideas, methods, content and framework. The second chapter is the concept, theory and literature review. Sort out related concepts, theories and literatures such as the ubiquitous power Internet of Things and marketing management system. Chapter 3 Company A's external marketing environment and its impact on the marketing management system. It mainly analyzes the external management environment of company A, and analyzes the impact on the marketing management system of company A from the two perspectives of macro environment and intensified industry competition. Chapter 4 A company's marketing management system status. Analyze the current situation of company A's development, main business and marketing management system. Chapter 5 analyzes in detail the problems existing in Company A's marketing management system. Chapter 6 Company A's marketing management system optimization strategy. Chapter VII Conclusion and Prospect. The research in this paper draws three main conclusions: Conclusion 1. The analysis of the impact of external marketing on Company A ’s marketing management system shows that: (1) the macro environment promotes the transformation of Company A ’s marketing management system; (2) the intensified industry competition The system ABSTRACT IV puts forward new requirements. Conclusion two: The analysis of A company's marketing management system shows that the specific problems of its marketing management system include: (1) marketing strategy and target issues; (2) marketing process issues; (3) marketing support system issues. Conclusion 3: The research on the transformation and optimization strategy of Company A's marketing management system under the ubiquitous power Internet of Things shows that it needs to be optimized from three aspects: (1) marketing strategy and goal transformation optimization; (2) marketing process transformation optimization; (3) marketing Support system transformation and optimization. Keywords: ubiquitous power Internet of Things; power equipment monitoring; marketing management system 目录 V 目 录 第一章 绪论 .................................................................................................................... 1 1.1 研究背景和意义 ................................................................................................ 1 1.1.1 研究背景 ................................................................................................ 1 1.1.2 研究意义 ................................................................................................ 2 1.2 研究思路和方法 ................................................................................................ 3 1.2.1 研究思路 ................................................................................................ 3 1.2.2 研究方法 ................................................................................................ 3 1.3 研究内容和框架 ................................................................................................ 4 1.3.1 研究内容 ................................................................................................ 4 1.3.2 研究框架 ................................................................................................ 4 第二章 概念界定和理论基础 ........................................................................................ 6 2.1 概念界定 ............................................................................................................ 6 2.1.1 泛在电力物联网概念 ............................................................................ 6 2.1.2 营销管理体系转型概念 ........................................................................ 7 2.2 理论基础 ............................................................................................................ 7 2.2.1 营销管理体系理论 ................................................................................ 7 2.2.2 市场营销环境理论 ................................................................................ 8 第三章 A公司外部营销环境及对其营销管理体系的影响分析 .............................. 10 3.1 A公司外部环境分析 ....................................................................................... 10 3.1.1 宏观环境分析 ...................................................................................... 10 3.1.2 行业环境分析 ...................................................................................... 13 3.1.3 竞争环境分析 ...................................................................................... 15 3.2 外部营销环境对A公司营销管理体系的影响分析 ..................................... 16 3.2.1 宏观环境促使A公司的营销管理体系发生转变 .................