联系我们

论文查询结果	返回搜索

论文编号：	3901
作者编号：	2120092782
上传时间：	2011/12/5 9:58:34
中文题目：	滨海供电公司电力营销问题及解决对策研究
英文题目：	Research of Power Marketing Problems in Binhai Electric Power Corporation and the Strategies
指导老师：	韩德昌
中文关键字：	滨海供电公司 电力营销 营销对策 大营销 服务营销 形象营销
英文关键字：	Binhai Power Supply Corporation Power Marketing
中文摘要：	电能的使用是人类进入现代文明的重要标志之一，自从人类进入工业化社会以来，电能作为一种特殊的商品已经被人类社会所广泛接受和使用，进入了千家万户，成为了一种生活必需品，电力营销也应运而生。电力营销是指在不断变化的电力市场中，以电力客户需求为中心，通过供用关系，使电力用户能够使用安全、可靠、合格、经济的电力商品，并得到周到、满意的服务。电力营销的目标包括：对电力需求的变化做出快速反应，实时满足客户的电力需求；在帮助客户节能高效用电的同时，追求电力营销效率的最大化；实现供电企业的最佳经济效益，提供优质的用电服务；与电力客户建立良好的业务关系，打造供电企业市场形象；提高终端能源市场占有率等等方面。电能是一种商品，它具有和其他商品相同的基本属性，具有价值和使用价值，同时电能又具有发、输、用同一时间完成的特殊属性，所以电力营销同普通商品营销相比，又有很大的区别。如何利用现代营销理论，进行电能的营销，是电力营销工作的基本内容。本文以滨海供电公司电力营销工作为例，对滨海供电公司目前的营销工作展开深入调查，通过查阅各种相关资料并与滨海供电公司营销人员进行有效沟通，对其营销工作中存在的人员管理问题、电力市场开拓问题、用户拖欠电费问题、电力稽查问题及有偿服务问题等展开分析论述，指出这些问题产生的根本原因，并提出相应的解决方法。电力营销中的人员管理问题产生的原因是多方面的，既有人员素质的问题，还有公司制度的问题。建国不久以后的电力营销市场，是一个完全垄断的市场，在这个时期，电力营销人员的任务就是传达政府指令，而不需要进行任何营销活动。随着垄断的不断被打破，电力营销人员的任务逐渐变得鲜明，但是思想观念仍然停留在旧有层面上。另外，企业在制度上也没有对营销工作形成一个完善的工作体系，电力营销组织架构、人员行为规范和激励制度都没有形成，所以造成了这样的局面。电力市场开拓的问题也与长期的垄断局面是分不开的，因为政企合一的长期存在和垄断的未完全打破，电力的竞争仍然处于不完全的竞争状态，很多情况下仍然需要政府的行政手段来调节，例如安排各企业的设备检修时间以实现错峰用电、利用行政手段来征地建设电力设施等，无不体现了政府意志在电力企业的作用，由此造成了供电企业养成了饭来张口，衣来伸手的习惯，而忽视市场的积极主动开拓。用户拖欠电费问题由来已久，由于对于大企业仍然实行先用电，后缴费的制度，所以对于经营不善的企业来讲，拖欠电费便成了必然。即使对于经营状况比较良好的企业来讲，少交一天电费，便等于节省了一天的电费利息，所以这样的企业也同样存在拖欠电费的情况。这种局面的造成一方面是因为缴费制度的问题，另一方面说明我国的诚信体制还比较欠缺，与营销人员的催缴意识不强，催缴动力不足也有一定的关系。窃电行为随着各种不同窃电手段的出现而呈现出愈演愈烈之势，这不仅涉及到电力营销方面的问题，严重的甚至可能涉及到违反法律的行为，这就要求电力稽查工作已经不能单单遵从规章制度办事，而是在必要的时候上升到法律的层面上来，这样才能够顺利的开展电力稽查工作，遏制住犯罪分子的嚣张气焰，有时甚至需要警察的配合。随着电网公司行政职能功能的逐步减弱，有偿服务与应尽义务之间也应当由相应的法律法规作出恰当的界定。由于电力营销工作特殊的历史背景和商品属性的特殊性，在实际的营销工作中存在许多问题需要解决，电力企业面对不断变化的市场，还没有调整好自己的营销策略，不能完全适应当前市场经济发展的需要。为此，在电力营销中应坚决摒弃那些过时的和已不适应市场变化的经营理念和营销方式，要树立崭新的营销理念，及时调整自己的营销策略，才能在激烈的市场竞争中取得生存和发展。在市场经济导向下，供电企业应当改变过去建立在卖方市场基础上的旧的供电管理模式，建立一个能适应市场需求，充满市场活力的市场营销体系和机制。电力营销必须采取市场导向的管理模式，把电力营销定位为供电企业的核心业务，电力的生产经营活动须服从和服务于电力营销的需要。本文将市场营销中的基本概念和方法例如大营销、服务营销、形象营销的观点等创造性的应用到滨海供电公司营销工作中去，有助于解决现阶段存在的问题。电力营销人员应当能够充分了解当前电力营销的形势和要求，与时俱进，在今后的工作中能够以此为指导，更好的开展营销工作，对其他供电公司改进营销策略，服务电网发展也具有一定的参考价值和借鉴意义。
英文摘要：	The use of electric power is an important symbol for mankind to enter modern civilization. Since man entered the industrialization society, electric power as a kind of special commodity has been widely accepted and used. And then the Electric Power Marketing emerged. The Electric Power Marketing means that in the changing market, we should put customers' demands into the center. And through the relationship of demand and supply ,the power users can use safe、reliable、economical power and acquire satisfactory services. The goals of Power Marketing include the follows: 1.Make a fast reaction to the customers for the change of demand of electric power. 2.To help the customers to save energy and at the same time chase the max efficiency of Power Marketing; 3.To dig the biggest profits for the power supply company to provide the best power service; 4.Make a good relationship with the power users. Electric power is a kind of commodity which has the same general properties and other special commodities, so the Electric Power Marketing is also different from the ordinary marketing. How to use the modern marketing theories into the Electric Power Marketing is the basic work content for the electric power salesmen. This article takes Binhai Power Supply Corporation as an example to make a deep investigation to the Marketing work. Through open files and communications, I made a deep investigation . I pointed out the problems of the management、the problems of the users defaulting charge、problems in the inspection of power、problems of paid services and the reasons of them and how to solve the problems. Electric power marketing management problems arise for many reasons, both the quality of personnel issues, and company system.The market of electric power sale, is a monopoly market before. During this period, power marketing task is to convey a government directive, without the need for any marketing activity.With the monopoly is broken unceasingly, power marketing tasks become bright ideas, but still remain in the traditional level,In addition, in the system of marketing work has not form a perfect work system .Electric Power Marketing organizational structure, staff code of conduct and incentive system has not been formed, thus resulting in this situation. Electric power market development issues and long-term monopoly situation is not divided, Because the syncretic of politics look forward to the long-term existence and monopoly not completely broken, the power of competition is still not completely competitive state.In many cases, we still need the government's administrative means to regulate. For example the arrangement of each enterprise equipment maintenance time to achieve peak electricity consumption, The use of administrative means to the construction of power facilities which reflects the will of the government in the electric power enterprise's role. It has been a long time problem for the users to default charging .Because of the system for big enterprise to use power firstly and pay secondly ,it become a must for the loss enterprise to default charge .But even for the better enterprise ,it means save the interest if they can default charge.So this kind of enterprise also have this behavior. It partly because of the system of paying,but also shows that we are lack of Sincerities The behavior of Stealing power is becoming more and more. This is not only marketing problems but the ilegal behavior .In this situation ,it is not a simple thing ,maybe we can call police to solve these problems. Paid services and Obligation should be devided clearly by law. Because of the specific characteristics of Power Marketing and the special attributes of electric power, we face a lot of problems to solve. The power company is not ready to face the changing market and it has not enough strategies .So we must abandon the old ways of marketing and adjust to the new ones. In the situation of market economy ,power supply company should change the old manage mode,and make up a new live marketing system to fit the demand of the market. Power supply company must make the Power Marketing as the core business. The marketing of the basic concepts and methods such as marketing, service marketing, marketing ideas and creative application to Binhai Power Marketing work, help to solve the problems existing in the present stage. Electric power marketing personnel should be able to fully understand the current electric power marketing situation and requirements, advancing with the times, work in the future be able to use this as a guide, better marketing, to other power companies to improve marketing strategy, service network development also has certain reference value and significance.
查看全文：	预览  下载(下载需要进行登录)