摘
要
摘要
自 2015年电力改革再出发和国家确定“双碳”目标以来，电能被定义为将在社
会发展中扮演举足轻重的角色。然而后疫情时代下，全球经济复苏受到欧美货币宽松
政策导致的世界经济通胀水平增加、地缘政治等综合因素的影响，一次能源供不应求，
价格飞涨，不少国家在 2021年都遭遇了前所未有的能源危机。我国为了降低外部影
响，确保电力市场能够长久健康的发展重磅推出了深化电力市场化改革的新举措。在
此背景下，电网企业一方面要配合国家彻底执行改革要求，另一方面要坚持“人民电
业为人民”的核心价值，继续完成服务社会的基本义务。因此，如何不断优化服务水
平，如何让供电公司更高效的服务于人民生活是本论文关注的重点方向。
本文以 Z城市供电公司作为研究对象制作了调查问卷，并对调查问卷采样的数据
进行了准确的信度、效度分析。以问卷调查数据为基础，对 Z城市供电公司满意度进
行了客观详细的分析，得出城市供电公司当前的营销管理、服务保障方面存在的具体
问题。利用 PEST环境分析、SWOT综合模型分析、波特五力模型分析等分析工具综
合分析了 Z城市供电公司的营销市场情况。最后，基于满意度调查得出的不足和分析
工具得出的结论，以经典的“7P”营销为理论基础，提出 Z城市供电公司在新背景
下具体策略和措施。为 Z城市供电公司实行优质服务给出了较为可行的建议，为传统
供电公司如何在电力市场化程度持续加深的背景下以 “服务者”的身份获得更好的发
展提供参考，也对其他地市供电公司提高服务水平具有一定借鉴作用。
关键词：电力市场改革、营销市场、营销策略、服务保障
I
Abstract
Abstract
Since the start of power reform in 2015 and the state set the "double carbon" goal,
electric energy is defined as playing an important role in social development. However, in
the post epidemic era, the global economic recovery is affected by the comprehensive
factors such as the increase of world economic inflation level and geopolitics caused by
monetary easing policies in Europe and the United States. The supply of primary energy is
in short supply and prices are soaring. Many countries have encountered an unprecedented
energy crisis in 2021. In order to reduce the external influence and ensure the long-term
and healthy development of the power market, China has launched new measures to
deepen the reform of power marketization. In this context, on the one hand, power grid
enterprisesshould cooperatewith thestateto thoroughlyimplement thereform
requirements, on the other hand, they should adhere to the core value of "people's power
industry for the people" and continue to fulfill the basic obligation of serving the society.
Therefore, how to continuously optimize the service level and how to make the power
supply company serve people's life more efficiently is the focus of this paper.
Taking Z city power supply company as the research object, this paper makes a
high-quality questionnaire, and analyzes the reliability and validity of the data sampled by
the questionnaire. Based on the questionnaire data, this paper makes an objective and
detailed analysis on the satisfaction of Z city power supply company, and obtains the
specific problems existing in the current marketing management and service guarantee of Z
city power supply company. Using pest environment analysis, SWOT comprehensive
model analysis, Porter five forces model analysis and other analysis tools, this paper
comprehensively analyzes the marketing market situation of Z city power supply company.
Finally, based on the shortcomings of satisfaction survey and the conclusions of analysis
tools, and based on the classical "7p" marketing theory, this paper puts forward the specific
strategies and measures of Z city power supply company under the new background. This
paper gives more feasible suggestions for Z city power supply company to implement
high-quality service, provides a reference for traditional power supply companies to obtain
better development as a "service provider" under the background of continuous deepening
of power marketization, and also has a certain reference for other power supply companies
to improve their service level.
Key words: POWER MARKET REFORM, marketing, marketing
strategy, ,Service guarantee.
II
目录
目录
摘要.....................I
Abstract..................II
目录......................III
1绪论.....................1
1.1研究背景及意义..................1
1.1.1研究背景...................1
1.1.2研究意义...................3
1.2研究综述................3
1.2.1国外研究现状..................4
1.2.2国内研究现状..................4
1.2.3研究评述...................5
1.3研究内容和技术路线.................6
1.3.1本文的研究内容..............6
1.3.2本文的研究技术路线.............6
1.3.3研究思路与方法..............7
2相关基本理论及概述..............9
2.1相关理论................9
2.1.1营销策略理论..................9
2.1.2电力市场营销理论...............10
2.1.3 7P营销理论............10
2.2相关分析工具.............11
2.2.1 PEST宏观环境分析模型............11
2.2.2 SWOT综合分析工具...........12
2.2.3波特五力模型分析工具..............13
3 Z城市供电公司营销现状分析...........14
3.1 Z城市供电公司概况................14
3.1.1 Z城市供电公司基本情况...........14
3.1.2 Z城市供电公司组织结构...........15
3.2 Z城市供电公司基于客户满意度的调查分析...........15
3.2.1 Z城市供电公司营销现状分析..........15
3.2.2基于客户满意度调查分析..........16
III