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论文编号：	15700
作者编号：	2320233767
上传时间：	2025/12/9 13:49:53
中文题目：	华能清洁能源公司电力业务营销策略研究
英文题目：	Research on the Marketing Tactics of Huaneng Clean Energy Company''s Electricity Business
指导老师：	刘建华
中文关键字：	清洁能源电力市场；华能清洁能源公司；营销策略；市场定位
英文关键字：	Clean energy electricity market；Huaneng Clean Energy Company；Marketing Tactics；Market positioning
中文摘要：	在全球气候变化、能源结构转型与“双碳”目标的共同推动下，清洁能源电力市场迎来前所未有的发展机遇。华能清洁能源公司作为中国华能集团的全资子公司，专注于清洁能源项目的开发、建设、销售与运营管理，其营销策略的研究对推动行业升级、提升企业竞争力具有重要意义。本研究综合运用PEST分析、五力模型、定位理论及营销组合策略等理论工具，系统剖析了华能清洁能源公司所处的宏观环境、行业竞争格局及内部营销现状。 研究指出，公司在技术创新、市场拓展和品牌建设方面已取得一定成效，但仍面临市场竞争加剧、政策不确定性等多重挑战。通过深入的市场调研和用户问卷调查，发现公司在市场定位、产品多样性、价格灵活性、渠道建设、服务流程及有形展示等方面存在明显不足。具体问题包括：市场定位不够精准、产品结构单一、价格机制僵化、数字化渠道建设滞后、客户服务体验有待提升。 针对上述问题，本研究提出了一系列优化建议：第一，明确市场定位，将公司塑造为“国内领先的稳定、可靠、低碳综合能源解决方案供应商”；第二，构建“基础绿电产品+综合解决方案+增值服务”的多层次产品体系；第三，实施灵活多元的价格策略；第四，加强直销团队建设与战略渠道合作，推动线上线下协同服务；第五，优化服务流程，建立一站式服务窗口和跨部门协同机制；第六，通过品牌形象展示、技术实力可视化及客户成果宣传增强有形展示效果。为确保营销策略有效实施，本研究还从文化与人力、组织结构与制度、技术与创新三个维度提出了保障措施。 本研究不仅为华能清洁能源公司提供了切实可行的营销优化方案，也对同类清洁能源企业具有借鉴意义，同时为相关政策制定提供了参考依据。未来研究可进一步关注区域市场差异及政策变动对电力营销的影响。
英文摘要：	Driven by global climate change, energy structure transformation, and the "dual carbon" goals (carbon peaking and carbon neutrality), the clean energy power market is embracing unprecedented development opportunities. As a wholly-owned subsidiary of China Huaneng Group, Huaneng Clean Energy Company specializes in the development, construction, sales, and operational management of clean energy projects. Research on its marketing tactics is of crucial importance for promoting industry upgrading and enhancing corporate competitiveness. This study comprehensively employs theoretical tools such as PEST analysis, Porter's Five Forces Model, positioning theory, and marketing mix tactics to systematically analyze the macro-environment, industry competition landscape, and internal marketing status of Huaneng Clean Energy Company. The research indicates that the company has achieved certain successes in technological innovation, market expansion, and brand building; however, it still faces multiple challenges including intensified market competition and policy uncertainty. Through in-depth market research and user questionnaires, significant shortcomings were identified in areas such as market positioning, product diversity, price flexibility, channel development, service processes, and physical evidence. Specific issues include imprecise market positioning, a monolithic product structure, rigid pricing mechanisms, lagging development of digital channels, and room for improvement in customer service experiences. To address these issues, this study proposes a series of optimization recommendations: First, clarify the market positioning by shaping the company into a "leading domestic provider of stable, reliable, and low-carbon integrated energy solutions." Second, construct a multi-tiered product system comprising "basic green power products + integrated solutions + value-added services." Third, implement flexible and diversified pricing tactics. Fourth, strengthen the development of direct sales teams and strategic channel partnerships to promote coordinated online-offline services. Fifth, optimize service processes by establishing one-stop service windows and cross-departmental collaboration mechanisms. Sixth, enhance physical evidence through brand image displays, visualization of technological capabilities, and promotion of customer success stories. To ensure the effective implementation of marketing tactics, this study also proposes safeguard measures across three dimensions: culture and human resources, organizational structure and systems, and technology and innovation. This research not only provides practical marketing optimization solutions for Huaneng Clean Energy Company but also serves as a valuable reference for similar clean energy enterprises and offers insights for relevant policy formulation. Future research could further explore the impacts of regional market differences and policy changes on power marketing.
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