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论文编号：	4056
作者编号：	2220091889
上传时间：	2012/3/15 10:45:05
中文题目：	国电山东公司营销战略与实施策略研究
英文题目：	The Study of Marketing Strategy and Implementation Scheme for Guodian Shandong Electric Power Co.Ltd
指导老师：	许晖
中文关键字：	国电山东公司;营销战略;实施策略
英文关键字：	Guodian Shandong Electric Power Co.Ltd;Sales Strategy ;Implementation Scheme
中文摘要：	电力体制改革以来，实现了厂网分开，组建成立了两大电网公司和五大发电集团公司，在发电侧引入了竞争。尤其近年来，由于电煤市场开放，煤炭价格持续高企，而计划电、市场煤的机制使发电企业面临前所未有的困境。随着电力体制改革的逐步深入，打破垄断，引入竞争，实行竞价上网是我国电力工业发展的必然趋势，发电企业必将最终面对完全开放的市场竞争。在新市场形势下，如何科学配置企业资源，破解企业经营困境，在激烈竞争的市场中建立和保持竞争优势，是每一位企业管理者必须面对的重大课题。本文正是在这个大背景下，基于对山东省电力工业发展形势预判和国电山东公司营销现状分析，应用目标市场细分理论和安索夫产品——市场扩展方向理论，制订了包括成本领先战略、市场渗透战略和新能源营销战略的营销战略。应用服务营销7P理论和服务质量五差距模型，结合电力市场营销具体特点，有所侧重，设计了包括产品、渠道、价格、服务等营销战略组合实施策略，并设计了包括组织设置、文化建设、机制保障等保障措施。本文对新形势下发电企业的营销战略和策略进行了一些有益探索，对我国发电企业破解当前经营难题，提升服务水平，增强核心竞争力，实现可持续发展具有一定的现实意义。
英文摘要：	The reform of electric power system brought out the separation of power generation from power grid. Power stations were organized into five power generation groups, competitions among these groups have never been stopped since then. Power stations are trapped into dilemma in recent years as a result of “planned electricity, marketing coal” mechanism, with the coal price become higher and higher following the opening up of the coal supply market. With the deepening of the reform, power stations will eventually be forced to face a fully opened market. It will be an inevitable trend for the development of the power industry that monopoly is broken down, competition is introduced and electricity is supplied into grid through competitive bidding. Under this new market situation, how to allocate resources, to crack the financial problems, and to establish and keep the competitive advantage, is the biggest challenge met by all the enterprise managers. This paper it is in this backdrop, based on electric power industry development situation of shandong province anticipation and guodian shandong company marketing analysis the current situation, the application of the target market segment theory and Ann SuoFu product--market extending direction of theory, and developed a including cost leadership strategy, market penetration strategy and new energy marketing strategy of the marketing strategy. Application service marketing 7 P theory and service quality five gap model, combine the electric power marketing specific characteristics, has the stress, the design includes products, channel, price, and service marketing strategy implementation strategy combinations, and design a set including organization, cultural construction, such as guarantee mechanism safeguard measures. The author put on this paper some useful studies concerning marketing strategies and schemes of power enterprises under the new situation. These studies have realistic significance for solving the current financial problems faced by power enterprises, improving service quality and enhancing Core competitiveness.
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