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论文编号：	3990
作者编号：	2220091800
上传时间：	2012/3/9 15:13:07
中文题目：	竞争市场下国电电力营销战略研究
英文题目：	The Marketing Strategy of GD Power Development CO., LTD. In The Competitive Market
指导老师：	张永强
中文关键字：	国电电力 营销战略 绿色营销 创新营销
英文关键字：	GD Power Development CO., LTD; marketing strategy; green marketing; innovation marketing
中文摘要：	随着电力体制改革的逐步深化，我国电力市场已逐步打破垄断,引入竞争机制。国有发电企业迎来了关系企业未来长远发展、机遇与挑战并存的关键时期。国有发电企业在新的形势下如何生存和发展，已经成为企业决策层关注的重点。本文以现代战略理论为指导，研究了在当前的电力市场环境下，国电电力发展股份有限公司（以下简称为国电公司）的电力营销战略，并试图在原有营销战略的基础上，拓展出未来全面竞争市场环境下，适合公司发展的最佳营销模型。首先，本文从PEST和波特五力分析模型入手，研究公司外部面临的市场机会与风险；然后运用传统4P营销理论，从战略层面分析了国电公司的产品策略、价格策略、渠道策略及促销策略，理清企业内部优势、劣势，并在4P基础上拓展适合国电公司发展的新的营销战略模型；最后，采用SWOT分析法，结合PEST与波特五力分析结果中的外部机会、风险以及公司4P分析中的内部优势、劣势。分别进行优势与机会分析（SO）、劣势与机会分析（WO）、优势与风险分析（ST）以及劣势与风险分析（WT），明确公司的最佳营销战略组合。通过深入分析，本文提出了“4P+GI”营销理念。即在未来竞争模式的电力市场下，国电公司想要创造更多的经济效益，不仅要注重传统4P营销战略，更应该顺应市场发展，大力开展“GI”营销理念，也就是“绿色营销”和“创新营销”。通过绿色营销，国电公司可以提高清洁能源发电比例，推动电源结构合理调整；通过创新营销，国电公司可以完善企业产品，拓展市场，打造一流品牌效应。只有同时做好“4P”和“GI”营销，国电公司才能在日趋激烈的市场竞争中保持领先地位。
英文摘要：	The monopoly of China’s electric power market was fully broken by the reforming of electric power system. The market becomes competitively. State electric power companies have to face an important period which is opportunities and challenges in the same, and affects their future development. This paper researches into the marketing stratagem of GD Power Development CO., LTD under the current market environment (referred to as ‘the company’ hereinafter), and then, tries to built a marketing model in three steps which is helpful for the development of the company under the competitive market in future. First, the paper uses the PEST and Michael Porter’s Five Forces Model to analyze the exterior opportunities and threats the company faces; Then, using the traditional marketing model-‘4P’ to analyze product strategy, price strategy, place strategy and promotion strategy of the company, to point out the internal strengths and weaknesses, and developing a new marketing strategy model based on ‘4P’ which is helpful for the development of the company; And finally, using the SWOT analysis model to combine the exterior opportunities, exterior threats and the internal strengths, internal weaknesses, respectively having the strengths and opportunities analysis ( SO ), weaknesses and opportunities analysis ( WO ), strengths and threats analysis ( ST ), weaknesses and threats analysis ( WT ), to find out the best marketing strategy of the company. Through the analysis that based on several classical marketing models, this paper points out a new marketing model, " 4P+GI", which means the company should not only use the ‘4P’ marketing strategy, but also pay attention on the " GI" marketing strategy if it wants to create more economic benefits under the competitive electrical power market in future. “GI” means ‘green marketing’ and ‘innovation marketing’. Through the green marketing, the company could increase the rate of clean energy, improve the power source structural; through the innovation marketing, the company could manage the quality of product, develop the market and build a good public praise of the company. Therefore, in the way of " 4P+GI", the company will maintain its leading position in the competitive market in future .
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