华能大连电厂竞价上网策略研究
摘要
在严重缺电的时代里，广大的“电力人”从来没有为卖电发愁，相反则常常进行计划用电、限制用电、节约用电的工作。这种局面的加剧，再加上电力产、输、配、供用瞬间完成的特点，似乎给人们一种印象，电力没有市场营销。事实上，电力原本就有市场营销的问题，只不过在严重缺电的年代里，在“需求远远大于供应”的形势下，人们几乎忘记了它的存在，人们更多关注的是“电力营销”的另一个层面：多建电厂及电网，迅速增加电力供应能力，满足经济发展的需要。然而，随着我国经济结构的调整和各种因素的变化，电力逐渐由卖方市场转到了买方市场，电力出现了“供大于求”。那么广大的电力人又如何应付的呢?
写作过程中，作者始终贯彻“理论与实践相结合”的原则，在查阅大量文献的同时，结合华能大连电厂的实际情况进行研究。采取定性和定量相结合的技术路线，深入企业实际获取所需情况和数据，并借助EXCEL对原始数据进行科学分析，从而为理论的提出提供科学合理的依据。
本文研究的整体思路是通过对竞价上网相关联因素进行分析，找出影响竞价上网的五大因素，通过对电网的安全约束，辽宁电力行业内的总供给，辽宁电力行业内的总需求，主要竞争对手，企业发电成本五大因素找出提高竞价上网的营销策略。
在“竞价上网”的电力体制改革的形势下，面对供大于求的电力市场所带来的激烈的竞争，对于电力市场中一个独立的电力供应商而言，不仅关系到企业的盈亏，还关系到企业的存亡。本文立足于华能大连电厂本身，针对企业现状——装机容量东北地区第二大，但利用小时只排在第五位这一问题，应用SWOT、关键因素成功法、统计等技术手段，通过实际总结及数据分析，得出了低成本策略及快速反应策略是目前不太健全的电力市场营销的有效方法。
Ln the times lack of electricity,power plants were never anxious about selling it.Contrarilly,they always planned ,limitid and economized the use of electricity.With the develepment of this situation,and the feature that power produce is finished at once,people have the impression that power have no marketing.In fact,the promblem of marketing is existed originally,howere in the times of lack of power,people almost forgot it under the situation that supply was more than demanded.They paid more attention to another aspect of electric power marketing:building more power plants and power net,increaseing the ability of supply to meet the development of economy .With the regulation of our economic construction, the electric power is gradually transferred from seller's market to buyer's market, the power market appears that supply exceeds demand. How can we deal with the huge power of electricity?
During the course of writing ,auther insists on principal which is the theory according to practice.After checking a lot of books and according to the fact of Huaneng Dalian power plant.Adopting to technical way which is charater and quantity ,and get the data .practice in the company and studying the data seriously depending on EXCEL.Therefore it provides true dependence for the theory provided. Whole ideal of the thesis is analysising correlating fact which is about power net bidding.Find the five bigger facters which deponds power net bidding.After analasing the facts which are safty refrain of power net tatal supply and tatal demand in Liaoning power market main opponts and generating cost ,find marketing ways improves power net bidding.
In the condition of bid for power net, the power market appears drastic competition due to more suppliers. For self-governed provider, this kind of competition is related not only to profit and loss, but also to live or die.
This paper is based onDalian Power Plant of Huaneng. It aims at corporation actuality problem, which the power factory holds the secondary in the capability, but only holds the fifth in the hours using in Dongbei area. Through using main factor to success, stat., and some technologies, it educes the conclusion that we can use the low cost and fast reflect for the sales strategy in the distempered power.
写作过程中，作者始终贯彻“理论与实践相结合”的原则，在查阅大量文献的同时，结合华能大连电厂的实际情况进行研究。采取定性和定量相结合的技术路线，深入企业实际获取所需情况和数据，并借助EXCEL对原始数据进行科学分析，从而为理论的提出提供科学合理的依据。
本文研究的整体思路是通过对竞价上网相关联因素进行分析，找出影响竞价上网的五大因素，通过对电网的安全约束，辽宁电力行业内的总供给，辽宁电力行业内的总需求，主要竞争对手，企业发电成本五大因素找出提高竞价上网的营销策略。
在“竞价上网”的电力体制改革的形势下，面对供大于求的电力市场所带来的激烈的竞争，对于电力市场中一个独立的电力供应商而言，不仅关系到企业的盈亏，还关系到企业的存亡。本文立足于华能大连电厂本身，针对企业现状——装机容量东北地区第二大，但利用小时只排在第五位这一问题，应用SWOT、关键因素成功法、统计等技术手段，通过实际总结及数据分析，得出了低成本策略及快速反应策略是目前不太健全的电力市场营销的有效方法。
Ln the times lack of electricity,power plants were never anxious about selling it.Contrarilly,they always planned ,limitid and economized the use of electricity.With the develepment of this situation,and the feature that power produce is finished at once,people have the impression that power have no marketing.In fact,the promblem of marketing is existed originally,howere in the times of lack of power,people almost forgot it under the situation that supply was more than demanded.They paid more attention to another aspect of electric power marketing:building more power plants and power net,increaseing the ability of supply to meet the development of economy .With the regulation of our economic construction, the electric power is gradually transferred from seller's market to buyer's market, the power market appears that supply exceeds demand. How can we deal with the huge power of electricity?
During the course of writing ,auther insists on principal which is the theory according to practice.After checking a lot of books and according to the fact of Huaneng Dalian power plant.Adopting to technical way which is charater and quantity ,and get the data .practice in the company and studying the data seriously depending on EXCEL.Therefore it provides true dependence for the theory provided. Whole ideal of the thesis is analysising correlating fact which is about power net bidding.Find the five bigger facters which deponds power net bidding.After analasing the facts which are safty refrain of power net tatal supply and tatal demand in Liaoning power market main opponts and generating cost ,find marketing ways improves power net bidding.
In the condition of bid for power net, the power market appears drastic competition due to more suppliers. For self-governed provider, this kind of competition is related not only to profit and loss, but also to live or die.
This paper is based onDalian Power Plant of Huaneng. It aims at corporation actuality problem, which the power factory holds the secondary in the capability, but only holds the fifth in the hours using in Dongbei area. Through using main factor to success, stat., and some technologies, it educes the conclusion that we can use the low cost and fast reflect for the sales strategy in the distempered power.
引文
[01] 赵遵廉等．电力市场运营系统．北京：中国电力出版社，2000：23-24
[02] 曾鸣主编．电力工业商业化运营与电力市场．北京：中国电力出版社，1998：12-16
[03] 增鸣著．电力市场理论及应用．北京：中国电力出版社，2000：48-49
[04] 王永干等编．电力市场概论．北京：中国电力出版社，2001：135-136
[05] 辽宁省经济贸易委员会及辽宁省电力有限公司．辽宁电网发电市场运营规则．1999：9-10
[06] 赵连生著．电力价格设计．北京：水利电力出版社，1992：21-22
[07] 管晓宏等著．电力市场中电力供应商竞标策略的选择．电力系统自动化，2000．6：3-4
[08] 李灿等著．给予市场总体信息的发电公司的优化竞价策略．电力系统自动化，2002：2-3
[09] 王学军等编．电力市场营销学．北京：中国水利水电出版社，2000．8：88-90
[10] 电厂报价辅助决策系统．上海复旦网络股份有限公司．上海：2000：14-15
[11] 言茂松著．当量电价与融资重组．北京：中国电力出版社，2000：38-39
[12] 欧阳培等编著．电力企业经营战略管理．北京：中国电力出版社，2000．8：44-45
[13] 尚金成等著．电力市场技术支持系统设计与关键技术研究．北京：中国电力出版社，2002：110-111
[14] Dunn W, Rossi M, Avaramovic B. Impact of Market Restructuring on Power Sestems Operation. IEEE Computer Application in Power Engineer, 1995(1):42
[15] 辽宁电力调度通信中心．辽宁电网安全稳定运行培训班学习材料．2003．9：33-36
[16] 王世桢主编．电网调度运行技术．沈阳：东北大学出版社，1997：188-189
[17] 新商报．庄河大电厂有望明年开工．2003．10(5367期)：1-2
[18] 宋伟良等著．WTO与市场营销．武汉：湖北人民出版社，2001：120-121
[19] 国家电力公司编．2003中国电力市场分析与研究．北京：中国电力出版社，2003：132-136
[20] 姚建刚等著．电力市场运营及其软件开发．北京：中国电力出版社，2001：56-57
[21] 国家电力咨询网．电力统计．www.spis.net.cn. 2003.12
[22] 国家电力咨询网．电力统计．www.spis.net.cn. 2003.11
[23] 张伟志著．竞争营销的策略与实例．北京：中国国际广播出版社，2003．1：109-111
[24] 张纯著．电力经济与管理．北京：水利电力出版社，1992：92-93
[25] 赵随辰等著．地方电厂科学管理与技术创新．北京：中国水利水电出版社，2001：103-104
[26] 孟昭明等著．电力公共关系学．北京：中国电力出版社，2001：25-26
[27] 王广庆等编．电力销售与管理．北京：中国电力出版社，2002：33-34
[02] 曾鸣主编．电力工业商业化运营与电力市场．北京：中国电力出版社，1998：12-16
[03] 增鸣著．电力市场理论及应用．北京：中国电力出版社，2000：48-49
[04] 王永干等编．电力市场概论．北京：中国电力出版社，2001：135-136
[05] 辽宁省经济贸易委员会及辽宁省电力有限公司．辽宁电网发电市场运营规则．1999：9-10
[06] 赵连生著．电力价格设计．北京：水利电力出版社，1992：21-22
[07] 管晓宏等著．电力市场中电力供应商竞标策略的选择．电力系统自动化，2000．6：3-4
[08] 李灿等著．给予市场总体信息的发电公司的优化竞价策略．电力系统自动化，2002：2-3
[09] 王学军等编．电力市场营销学．北京：中国水利水电出版社，2000．8：88-90
[10] 电厂报价辅助决策系统．上海复旦网络股份有限公司．上海：2000：14-15
[11] 言茂松著．当量电价与融资重组．北京：中国电力出版社，2000：38-39
[12] 欧阳培等编著．电力企业经营战略管理．北京：中国电力出版社，2000．8：44-45
[13] 尚金成等著．电力市场技术支持系统设计与关键技术研究．北京：中国电力出版社，2002：110-111
[14] Dunn W, Rossi M, Avaramovic B. Impact of Market Restructuring on Power Sestems Operation. IEEE Computer Application in Power Engineer, 1995(1):42
[15] 辽宁电力调度通信中心．辽宁电网安全稳定运行培训班学习材料．2003．9：33-36
[16] 王世桢主编．电网调度运行技术．沈阳：东北大学出版社，1997：188-189
[17] 新商报．庄河大电厂有望明年开工．2003．10(5367期)：1-2
[18] 宋伟良等著．WTO与市场营销．武汉：湖北人民出版社，2001：120-121
[19] 国家电力公司编．2003中国电力市场分析与研究．北京：中国电力出版社，2003：132-136
[20] 姚建刚等著．电力市场运营及其软件开发．北京：中国电力出版社，2001：56-57
[21] 国家电力咨询网．电力统计．www.spis.net.cn. 2003.12
[22] 国家电力咨询网．电力统计．www.spis.net.cn. 2003.11
[23] 张伟志著．竞争营销的策略与实例．北京：中国国际广播出版社，2003．1：109-111
[24] 张纯著．电力经济与管理．北京：水利电力出版社，1992：92-93
[25] 赵随辰等著．地方电厂科学管理与技术创新．北京：中国水利水电出版社，2001：103-104
[26] 孟昭明等著．电力公共关系学．北京：中国电力出版社，2001：25-26
[27] 王广庆等编．电力销售与管理．北京：中国电力出版社，2002：33-34