供电公司电力服务营销研究

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**供电公司电力服务营销研究

中文摘要

在我国经济和社会发展过程中，电力企业是一类关系生产生活的基础性行

业和社会服务性行业，在建设中国特色社会主义市场经济的过程中发挥了重要

的作用。

针对当前形势下我国供电企业所面临的政治环境、经济环境、市场环境、以

及用电状况，结合**县县域经济发展和地理区位的特点，对**县电力公司电力

服务营销进行了研究。分析了国内外电力营销中的基本概念和基本方法，介绍了

**县电力公司的基本情况，提炼了公司目前所处的政治、经济、技术、社会、文化

等外部环境的特征，分析了公司内部营销人员及其管理的现状，指出了公司目

前电力服务过程中所存在的问题。在分析了**县供电公司电力服务的优势、劣势、

机遇和挑战的基础上，给出了公司电力服务市场的定位、目标市场的划分和确立

并在此基础上给出了公司电力服务质量营销策略与实施方法及其保障手段，有

针对性的对**县供电公司电力服务提出了建设性的建议。

关键词：供电公司；服务质量；实施策略；保障措施

论文类型：市场营销

Abstract

With the China's economic and social development, the power company is one of

the important basic industries of production life and social services, which has played

an important role in Chinese market economy.

According to the power supply for the current political environment, economic

environment, market environment, and electricity environment, a research on

improving marketing service for Changfeng Power Corporation has been studied

under the economic development and geographic location in Changfeng. In this paper,

the analysis of the domestic electricity market in the basic concepts and methods, and

it also describes the basic situation of the Changfeng power company. It has refined

the company's current political, economic, technological, social, cultural and other

external features, and analyzed the current status internal marketing staff and

management, which contains several problems in the company's current power in the

process of marketing. Based on the analysis of the power company's power marketing

service strengths, weaknesses, opportunities and challenges, the paper suggested the

company's power marketing service positioning, target market and establish the

division, and on this basis, it gives the company's power marketing service strategies

and implementation methods and means of support, targeted to the power company

Power Marketing Changfeng.

Keywords: Power corporation; power marketing service; marketing service

policy; support mechanism.

目   录
第1章 绪论...................................................................................................................1
1 问题的提出....................................................................................................................1
2 研究意义........................................................................................................................ 2
3 研究内容........................................................................................................................ 3
4 研究方法........................................................................................................................ 3
5 论文结构........................................................................................................................ 3
第2章 电力市场营销理论概述...................................................................................5
1 电力商品的特征............................................................................................................5
1.1 电能商品的瞬时性.................................................................................................5
1.2 电力商品运输的特殊性..........................................................................................6
1.3 电力行业的垄断性.................................................................................................6
1.4 电力服务的社会性.................................................................................................6
1.5 电力商品的单一性.................................................................................................7
2 电力市场的概念............................................................................................................7
3 电力市场的要素............................................................................................................8
3.1 电力市场价格.........................................................................................................9
3.2 电力市场运行规则..................................................................................................9
3.3 电力市场监督.......................................................................................................10
4 电力市场的营销状况...................................................................................................10
5 服务营销质量差距模型...............................................................................................12
第3章 **供电公司电力服务环境分析.....................................................................14
1 **供电公司简介..........................................................................................................14
2 公司电力的外部环境与分析.......................................................................................15
2.1 公司目前所处的政治环境....................................................................................15
2.2 公司当前所处的经济环境....................................................................................16
2.3 公司及周边的技术环境........................................................................................17
2.4 公司所在区域的社会和文化环境........................................................................18
III

3 公司内部环境分析......................................................................................................18
3.1 公司电力服务人员现状........................................................................................18
3.2 公司电力服务业务管理........................................................................................19
3.3 电力市场服务过程中的问题及分析....................................................................19
第4章 供电公司电力服务策略分析与实施.............................................................21
1**供电公司电力服务市场细分及目标市场选择........................................................21
1.1**供电公司电力服务市场细分.............................................................................21
1.2**供电公司电力服务目标市场确立.....................................................................24
2 为公司创建畅通的渠道...............................................................................................26
3 进一步加强公司的电费回收.......................................................................................27
3.1 预购电优惠政策...................................................................................................27
3.2 加强服务基础管理............................................................................................... 27
3.3 完善考核制度.......................................................................................................28
3.4 实施多种手段催费............................................................................................... 28
4 灵活运用价格调控策略...............................................................................................28
4.1 分时电价让价策略............................................................................................... 29
4.2 两部制电价让价策略...........................................................................................29
5 保障优质服务策略......................................................................................................29
5.1 积极引导消费.......................................................................................................30
5.3 创新营销途径.......................................................................................................30
5.3 加强宣传力度.......................................................................................................30
5.4 渗透其他替代能源市场........................................................................................30
6 电力增供扩销策略......................................................................................................31
6.1 鼓励用户主动参与避峰填谷................................................................................31
6.2 重视电力需求侧管理............................................................................................31
6.3 挖掘和培育目标市场............................................................................................32
第5章 **供电公司电力服务策略的保障.................................................................33
1 注意加强公司内部管理...............................................................................................33
2 规范、加强电力服务管理...........................................................................................33
2.1 规范用户办电流程管理........................................................................................33
IV

5.2.2 重点抓好大客户管理............................................................................................34
5.3 加强公司电力服务系统建设.......................................................................................34
5.3.1 加大营销资金投入................................................................................................34
5.3.2 提高服务人员的综合素质....................................................................................36
结束语..........................................................................................................................38
参考文献......................................................................................................................39
致谢..............................................................................................................................41
V

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摘要：

**供电公司电力服务营销研究中文摘要在我国经济和社会发展过程中，电力企业是一类关系生产生活的基础性行业和社会服务性行业，在建设中国特色社会主义市场经济的过程中发挥了重要的作用。针对当前形势下我国供电企业所面临的政治环境、经济环境、市场环境、以及用电状况，结合**县县域经济发展和地理区位的特点，对**县电力公司电力服务营销进行了研究。分析了国内外电力营销中的基本概念和基本方法，介绍了**县电力公司的基本情况，提炼了公司目前所处的政治、经济、技术、社会、文化等外部环境的特征，分析了公司内部营销人员及其管理的现状，指出了公司目前电力服务过程中所存在的问题。在分析了**县供电公司电力服务的优势、劣势、...

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