摘要
摘 要
随着国家售电侧改革深入，孕育出一个新生的行业售电公司，售电公司简单
理解就是买电卖电的，是发电企业和电力用户的中间商。随着电力市场的逐步成
熟，售电市场竞争也日益激烈，仅靠掌握电厂资源或用户资源获得价差盈利的时
代已经结束，售电公司的持续稳步发展需要寻找到新的利润增长途径，重新探索
和适应新的市场机制和运营模式，也即增值服务项目，将利润隐藏到增值服务中，
依托专业的技术服务，形成一定的技术壁垒，提高售电公司的行业门槛，推动售
电侧的高质量发展。
本文以 NY公司的增值服务产品作为研究蓝本，以云南省电力用户为调查对
象，从电力用户的角度调查了解对电力增值服务的认知、影响用户购买 NY公司
电力增值服务的相关因素等。通过对云南省400家已参与市场化交易的用电企业
以问卷调查的形式进行相关数据信息的收集，并运用相关性、多类别逻辑回归等
统计学方法对数据进行筛选分析。分析结果发现，云南省内电力用户对电力增值
服务的认识尚浅，目前对 NY公司电力增值服务的认知和理解也有限，对 NY公
司电力增值服务的购买意向不明显。企业日内典型负荷曲线、企业是否有可中断
负荷与购买意愿呈现显著相关关系；对 NY公司电力增值服务的感知功能价值、
感知经济价值、感知有用性、感知易用性、感知安全性与购买意愿呈正向显著影
响。结合调查结果，对 NY公司提出以下建议：确定目标市场，深入拓展中小企
业市场；找准客户需求，实施价值营销策略，加强电力增值服务价值呈现，突出
电力增值服务的功能价值和经济价值，采取多渠道进行品牌建设，加强营销沟通，
实施全过程服务；探索使用新媒体的推广方式，增加用户对 NY公司电力增值服
务的体验感，增强用户感知有用性和感知易用性；增强营销中的信任关系，建立
良好的品牌信任，对数据信息的安全管理实施有效的技术措施和管理措施；加强
专业营销人才队伍建设，完善市场营销考核激励机制，从机制体制上扭转国企人
员的惰性，激发营销团队的积极主动性，以保证营销策略的顺利有效实施。
关键字：增值服务；logistic模型；购买意愿
I

Abstract
Abstract
With the deepening of the reform of the national electricity sales side, gave birth
to a new industry electricity sales company. A simple understanding of a electricity
sales company is that it buys and sells electricity. It is an intermediary between power
generation companies and electricity users. Electricity sales companies are the last sales
link of electricity from generation to end use. Competition in the electricity sales market
has become increasingly fierce. The era of profitability from the spread of power only
by mastering power plant resources or user resources has ended. The sustained and
steady development of electricity sales companies needs to find new ways to increase
profits and re-explore And adapt to the new market mechanism and operation model,
that is, value-added service projects, hide profits in value-added services, rely on
professional technical services to form certain technical barriers, raise the industry
threshold of electricity sales companies, and promote the high level of electricity sales.
This article uses NY’s value-added service products as a research template, taking
electricity users in Yunnan Province as the survey object, From the perspective of
electricity users, investigate and understand the cognition of electricity value-added
services, related factors that affect users' purchase of NY electricity value-added
services, and users' preferences for NY company's value-added service solutions. By
collecting relevant data and information in the form of questionnaire surveys of 400
electricity-consuming companies that have participated in market-oriented transactions
in Yunnan Province, and use statistical methods such as correlation, multi-category
logistic regression, and cluster analysis to screen and analyze the data , the analysis
results found that the electricity users in Yunnan Province have little understanding of
electricity value-added services, and the current understanding of NY electricity value-
added services is also limited, and the purchase intention of NY electricity value-added
services is not obvious. The relevant influencing factors mainly include the typical daily
load curve, the use experience of value-added services and the way of purchasing value-
II

Abstract
added services, the perceived usefulness, ease of use and perceived risk of value-added
services. At the same time, the survey and analysis results show that perceived
usefulness and ease of use have a significant positive correlation with purchase
intention, and perceived risk has a significant negative correlation with purchase
intention. Based on the survey results, the following recommendations are made to NY
companies:determine the target market and further expand the SME market. Identify
customer needs and implement value marketing strategies, highlight the functional
value and economic value of power value-added services. Explore the promotion
methods of using new media, increase users' experience of NY Company's electric
value-added services, and enhance users' perceived usefulness and perceived ease of
use. Strengthen the trust relationship in marketing, establish good brand trust, and
implement effective technical measures and management measures for the security
management of data information. Strengthen the construction of professional marketing
talent team, improve the marketing assessment and incentive mechanism, reverse the
inertia of state-owned enterprise personnel from the mechanism and system, and
stimulate the enthusiasm of marketing personnel to ensure the smooth and effective
implementation of marketing strategies.
Keywords: Value-added Services；Logistic-model；Purchase Intention
III
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