XX供电公司电力营销策略研究
摘要
随着我国电力体制改革的不断深化，在不久的将来，供电企业必将结束垄断经营，而进入市场竞争。因此研究供电企业的电力营销策略具有重要而又深远的意义。
电力营销承担着直接面向市场为广大电力消费者提供服务的功能，在整个电力营销过程中，供电企业必须贯彻执行国家有关的能源政策，正确实施国家关于电力供应与使用政策和一系列合理用电的措施，使电能得到充分合理的利用。电力营销工作既是供电企业的销售环节，又是供电企业经营成果的体现，要使企业盈利能力不断增强，可持续发展能力不断扩展，就必须努力做好电力市场营销工作。
××供电公司依靠强大的电网优势，由于长期的垄断经营，公司营销观念落后，市场意识淡薄，缺乏市场竞争能力。本文从市场营销基本概念入手，采用Pest分析，SWOT分析和波特五力分析模型全面分析了××供电公司电力市场营销面临的内外部环境。结合××电力市场细分特点确立××电力公司目标市场的选择。通过4P理论确立××电力公司的服务营销策略，最后提出××供电公司实施营销策略的具体对策建议。
关键词:电力营销策略；市场营销策略；供电企业

Abstract

With the deepening reform of electricity in the near future, the power supply business is bound to end monopoly and competition in the market. The study of electricity supply business marketing strategy has important and far-reaching significance.

Power Marketing directly bear the majority of the electricity market for consumer service functions in the power of the entire marketing process, the power supply enterprises must carry out the implementation of the national energy policy, right on the implementation of the national electricity supply and use of a series of policies and reasonable The electricity measures to be fully rational energy use. Power Marketing is the business of selling electricity links and a power supply business operating results reflect the profitability of the business to continue to strengthen, expand the capacity of sustainable development, we need to do a good job in marketing power.

×× power grid companies to rely on a strong advantage, as the long-term monopoly of the operation, the company behind the concept of marketing, market awareness of the poor, the lack of competitiveness in the market. This article from the basic concept of marketing, the use of Pest analysis, SWOT analysis and Porter's Five Forces Analysis model of a comprehensive analysis of the × × supply electricity marketing company facing internal and external environment. Combined with a breakdown of the electricity market × × × × establish the characteristics of the power companies the choice of target markets. 4P through the established theory of × × power marketing services company, made the final × × implementation of the power company's marketing strategy for specific countermeasures.

Key words: power marketing; marketing strategy; power supply enterprises