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论文编号：	10816
作者编号：	2120163050
上传时间：	2018/12/12 14:02:16
中文题目：	国网天津市电力公司营销策略研究
英文题目：	Research on Marketing Strategy of State Grid Tianjin Electric Power Company
指导老师：	韩德昌
中文关键字：	电力市场；电力企业；STP战略；SWOT分析；营销策略
英文关键字：	Electricity Market; Power Supply Enterprises; STP Strategy; SWOT Analysis; Sales strategy
中文摘要：	近年来，随着计划经济向市场经济的转变，受国家宏观经济下行、工业转型升级和产业结构调整等因素影响，电力市场也逐步由卖方市场转为买方市场。如何开拓和占领市场成为电力企业急需解决的问题。国网天津市电力公司在这个过程中，只能通过主动研究电力市场在竞争下的态势，对自身缺乏市场营销意识和主动服务意识的思路及时调整，才能在转变之中稳居上风，在未来的竞争之中取得一席之地。在工作当中，笔者发现，电力企业的营销管理思路出现了上下断层的问题：一线工作人员埋头苦干，缺乏宏观、合理的分析能力和理论能力；管理人员虽然宏观把握能力较强，却难以提出具有可操作性的方案提升管理效率。因此萌生了以此为研究目标，并对国网天津市电力公司的营销策略进行了分析。本文运用了MBA在读期间市场营销学科中的一些策略理论，对天津市电力公司的现状和未来的可能性进行了科学的分析，试图探索出一条有效、快速、高效的电力市场营销策略道路。首先，论文在相关理论基础上，分析了电力市场营销现状及营销策略存在的主要问题，对电力市场营销环境进行了分析。在此基础上，在电力市场营销外部环境进行了PEST分析和竞争环境分析并对天津市电力公司进行了SWOT分析；并借助STP战略，提出了以差异化服务策略，提升市场敏感度，改善资金成本运用为战略重点，优化电网发展方式和公司发展方式。最后，文章提出了为确保在未来的改革过程中的措施得到保障，还需要推进的实施对策与保障条件。借助理论分析和数据基础，论文提出了对天津市电力公司市场营销策略的改进，对该公司乃至其他电力企业开展营销，扩大市场份额，为研究中国电力市场营销策略提供借鉴，具有重大意义。
英文摘要：	In recent years，with the transition from planned economy to market economy，the power market has gradually changed from seller's market to buyer's market due to factors such as the downward economic growth of the country，industrial transformation and upgrading and industrial structure adjustment. How to open up and occupy the market has become an urgent problem for power enterprises. Only by actively studying and adapting to the situation of power market demand and adjusting the marketing strategy in time can the State Grid Tianjin electric power company open up market. This paper theoretically analyzes the power market company of the State Grid，explores a suitable power market marketing strategy model and route of State Grid Tianjin electric power company of the national network，hopes to provide useful reference for other power enterprises. First of all，the paper analyzes the current situation of power market marketing of State Grid on the basis of related theories. At the same time，the paper analyzes the main problems existing in the marketing strategy of Tianjin Electric Power Company. Secondly，the paper puts forward the analysis and strategy choice of power marketing environment of State Grid Tianjin electric power company with the external environment PEST analysis, competitive environment analysis of power marketing and SWOT analysis of internal environment. Then, with STP strategy, to strengthen the operation management and improve the electric service quality，we put forward the power grid development mode and the company development mode. In this study，it is believed that State Grid Tianjin electric power company has chosen a developmental marketing strategy under the current market environment. Finally，the paper puts forward the implementation countermeasures and guarantee conditions of power market marketing strategy of State Grid Tianjin electric power company. Through the analysis of the current situation of power market marketing of State Grid Tianjin electric power company，with the help of domestic and foreign advanced marketing experience，this paper puts forward the improvement of power market marketing strategy of State Grid Tianjin electric power company，and develops the marketing of Tianjin power company and other power supply enterprises to expand the market share. It is of great significance to provide reference for the study of Chinese power marketing strategies.
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