MBA学位论文
作者：李静
国网永靖县供电公司服务营销策略优化研究
国网永靖县供电公司服务营销策略优化研究
中文摘要
在供电企业的传统观念中，营销管理在经营活动中显得并不重要，供电企业
也没有完全树立起服务意识，但随着当前中国经济社会和电力市场的发展，电力
行业结构性改革的不断深化，传统的经营观念已经无法适应于行业的改革要求，
所以对供电公司服务营销策略进行优化研究并进一步实施就变得越来越重要。本
论文将国网永靖县供电公司的用电市场作为主要研究对象，根据服务营销的相关
理论，通过运用科学有效的分析方法与工具，对国网永靖县供电公司的服务营销
优化策略进行了研究。
论文根据国网永靖县供电公司服务营销策略现状，对国网永靖县供电公司如
今的服务营销工作进行了深入的调查研究，并且通过大量的查阅相关资料，详细
的分析了现今国网永靖县供电公司服务营销策略所存在的主要问题及原因。分析
了国网永靖县供电公司的服务营销环境，总结出永靖地区用户的需求特征。论文
将永靖地区服务营销重点市场定位为大型工业用电市场以及城镇乡村居民用电
市场。论文从产品、价格、渠道、促销、人员、有形展示和服务过程这七个方面
对国网永靖县供电公司的服务营销策略进行了优化研究。论文最后给出了国网永
靖县供电公司实施7P服务营销组合优化策略的相关保障措施，包括四个方面，
分别为组织管理保障措施，人力资源保障措施，资金保障措施和技术保障措施。
论文的研究成果对于国网永靖县供电公司的服务营销工作具有一定的指导
意义，同时对于同行业供电公司的服务营销工作也具有一定的参考价值。
关键词：供电公司，服务营销，营销策略
I
MBA学位论文
作者：李静
国网永靖县供电公司服务营销策略优化研究
Research on Service Marketing Strategy Optimization of
State Grid Yongjing County Power Supply Company
Abstract
In the traditional thinking of power supply companies, activities in marketing
management are not important in business activities, and power supply companies
haven't fully radicated their service consciousness. Traditional concepts can't better
adapt to the developments of the times and social requirements, so it is more and more
critical tostudy and implement themarketing strategy ofthe power market
service.This ariticle takes State Grid Yongjing County Power Supply
Company’s electricity market as the main research object, and uses a set of scientific
and effective analysis methods and tools based on the relevant theories of service
marketing to optimize the service marketing strategy of State Grid Yongjing County
Power Supply Company were studied.
According to the current situation of service marketing strategy of State Grid
Yongjing county power supply company, this paper makes an in-depth investigation
and Research on the current service marketing work of State Grid Yongjing county
power supply company.The main problems and reasons of Jingxian power supply
company's service marketing strategy.This paper analyzes the service marketing
environment of State Grid Yongjing County Power Supply Company, and summarizes
the demand characteristics of users in Yongjing area.The paper positions the key
market of service marketing in Yongjing area as the large-scale industrial electricity
market and the urban and rural residential electricity market. The paper puts forward
to the State Grid Yongjing Power Supply Company's service marketing optimization
strategy from seven aparts: product, price, channel, promotion, personnel, physical
evidence and service process. At last, the implementation guarantee measures of the
service marketing optimization strategy of the State Grid Yongjing County Power
Supply Company are put forward, including organizational management guarantee
measures, human resource guarantee measures, capital guarantee measures, and
technical guarantee measures.
The research results of the thesis have certain guiding significance for the service
marketing work of the State Grid Yongjing County Power Supply Company, and also
II
MBA学位论文
作者：李静
国网永靖县供电公司服务营销策略优化研究
have certain reference value for the service marketing work in the electric power
industry.
Key words: Power supply company, Service Marketing, Marketing strategy
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