湖北A供电公司服务营销策略研究
摘要
供电公司作为我国电力销售的重要环节,其作用越来越大。尤其是随着我国电力体制改革的深入与国民经济的迅速发展,广大用户和社会公众对电力销售的要求越来越高,电力市场竞争也越来越激烈,如何加强企业的电力营销,确保企业迅速稳定健康发展,成为许多供电公司面临的重大任务。
本文首先介绍了市场营销基础理论,分析了中国、湖北省电力营销的现状,进而运用SWOT法分析了湖北A供电公司的概况与环境,找寻了公司电力营销中存在的问题。在此基础上,对湖北A供电公司市场细分、目标市场策略、营销策略进行了详细的论述,最后提出了A供电公司电力营销的保障措施。
Supply company is a key link of electric power distribution to China, its effect is also the rise. Especially with the deepening of electric power structure reform and the development of national economy, the Users and the community are in the increasing need for electric power distribution. electric power distribution is also increasingly competitive. A major task for power supply company is how to strengthen the electric power distribution and insure the healthy and rapid development of enterprise.
In this paper, basic theory of maketing and electric power current distribution are analyzed. And it summarized the general situation and the environment of A City Power Supply Company by "SWOT" method, discovered the problems in electric power distribution. On these basis, market segmentation and target market and marketing strategies of A City Power Supply Company are been advanced. Lastly ensurant measures are been brought forward to promote the electric power distribution of A City Power Supply Company.
本文首先介绍了市场营销基础理论,分析了中国、湖北省电力营销的现状,进而运用SWOT法分析了湖北A供电公司的概况与环境,找寻了公司电力营销中存在的问题。在此基础上,对湖北A供电公司市场细分、目标市场策略、营销策略进行了详细的论述,最后提出了A供电公司电力营销的保障措施。
Supply company is a key link of electric power distribution to China, its effect is also the rise. Especially with the deepening of electric power structure reform and the development of national economy, the Users and the community are in the increasing need for electric power distribution. electric power distribution is also increasingly competitive. A major task for power supply company is how to strengthen the electric power distribution and insure the healthy and rapid development of enterprise.
In this paper, basic theory of maketing and electric power current distribution are analyzed. And it summarized the general situation and the environment of A City Power Supply Company by "SWOT" method, discovered the problems in electric power distribution. On these basis, market segmentation and target market and marketing strategies of A City Power Supply Company are been advanced. Lastly ensurant measures are been brought forward to promote the electric power distribution of A City Power Supply Company.
引文
[1]李晓华,管理学原理,北京:中国财经经济出版社,2004
[2]菲利普·科特勒著,梅汝和、梅清豪、周安柱译,营销管理,北京:中国人民大学出版社,2001
[3]贺慈浩、贺嫣敏,市场营销学,北京:科学出版社,2000
[4]陈维政、余凯成、程文文,人力资源管理与开发高级教程,北京:高等教育出版社,2004
[5]于崇伟,电力市场营销,北京:中国电力出版社,2002
[6]王广庆,电力营销与管理,北京:中国电力出版社,2002
[7]姚裕群,人力资源开发与管理概论,北京:高等教育出版社,2003
[8]吕一林,现代市场营销学,北京:清华大学出版社,2004
[9](美)菲利普.科特勒.营销管理(第9版).上海:上海人民出版社,1999
[10]杨笑,供电企业电力产品营销策略,科技咨询,2005(25)
[11]肖先勇,电力市场营销原理,北京:中国电力出版社,2004
[12]闫刘生,电力营销基本业务与技能,北京:中国电力出版社,2002
[13]彭江,当前电力市场营销的困难和对策,云南电业,2000(7)
[14]李世平,4RS营销策略在电力营销中的应用,大众用电,2006(4)
[15]毕利娟,构筑现代化的电力营销策略,黑龙江电力,2007(4)
[16]胡健,电力市场营销管理,北京:中国电力出版社,2000
[17]吴宏俊,供电企业电力营销分析,广东科技,2007(3)
[18]郑智舞、刘刚,电力市场细分及其营销方法探讨,财政监督,2006(8)
[19]尚金成,电力市场理论研究与应用,北京:中国电力出版社,2002
[20]葛旭波、谭忠富,关于中国电力市场营销的独特性问题研究,华北电力大学学报(社会科学版),2006(4)
[21]谢君,未来电力市场公司的运营及竞争战略,技术经济与管理研究,2004(1)
[22]张炜、李景东、杨国梁,电力企业市场营销研究,内蒙古石油化工,2006(4)
[23]刘建安,对湖北电力市场及营销策略的分析,电力需求侧管理,2000(3)
[24]郭日炜,在新电价政策中谈电力营销人员的素质培养,湘电培训与教学,2006(1)
[25]王广庆、蒋连海,农村电力市场,北京:中国电力出版社,1999.6
[26]王永干,电力市场概论,北京:中国电力出版社,2002
[27]赵联合,基于4P理论的电力营销工作探讨,商务营销,2007(2)
[28]刘严、谭忠富、乞建勋,峰谷分时电价设计的优化模型,中国管理科学,2005(5)
[29]Ahn,Sanghoon.2002."Competition,Innovation,and Productivity Growth:A Review of Theory and Evidence."
[30]Auerbach,Paul.1988 Competition:The Economics of Industrial Change.Cambridge:Basil Blackwell.
[31]D'Aveni,Richard A.,and Robert Gunther.1995.Hypercompetitive Rivalries:Competing in Highly Dynamic Environments.New York:Free Press.
[32]Mintzberg,H.,B.Ahlstrand,and J.Lampel.1998.Strategy Safari:A Guided Tour through the Wilds of Strategic Management.New Youk:Prentice Hall.
[33]Scherer,F.M.1970.Industrial Marker Structure and Economic Performance.Chicago:Rand McNally.
[34]Barry L·Bayus.Word of Mouth.The Indirect Effects of Marketing Efforts.Journal jof Advertising Research,1985
[35]Michael E·Porter.Competitive Strategy.New York:Free Press,1980
[36]Michael E·Porter.Competitive Advantage.New York:Free Press,1985
[37]Al Ries and Jack Trout.Marketing Warfare.New York:McGraw-Hill,1986
[38](美国)Michael D.Hutt,Thomas W.Speh.组织间营销管理:从战略视角观察工业组织间市场.北京:中国人民大学出版社,2006
[39]Al Ries,Jack Trout.Positioning:The Battle for Your Mind.New York:Warner Books,1982
[40]Theodore Leviti.Marketing Success through Differentiation-of Anything.Harvard Business Review,1980
news.cepn.sp.com.cn 中国电力新闻网站
www.serc.gov.cn 中国电监会网站
www.jcdlzx.com 湖北荆楚电力在线网站
[2]菲利普·科特勒著,梅汝和、梅清豪、周安柱译,营销管理,北京:中国人民大学出版社,2001
[3]贺慈浩、贺嫣敏,市场营销学,北京:科学出版社,2000
[4]陈维政、余凯成、程文文,人力资源管理与开发高级教程,北京:高等教育出版社,2004
[5]于崇伟,电力市场营销,北京:中国电力出版社,2002
[6]王广庆,电力营销与管理,北京:中国电力出版社,2002
[7]姚裕群,人力资源开发与管理概论,北京:高等教育出版社,2003
[8]吕一林,现代市场营销学,北京:清华大学出版社,2004
[9](美)菲利普.科特勒.营销管理(第9版).上海:上海人民出版社,1999
[10]杨笑,供电企业电力产品营销策略,科技咨询,2005(25)
[11]肖先勇,电力市场营销原理,北京:中国电力出版社,2004
[12]闫刘生,电力营销基本业务与技能,北京:中国电力出版社,2002
[13]彭江,当前电力市场营销的困难和对策,云南电业,2000(7)
[14]李世平,4RS营销策略在电力营销中的应用,大众用电,2006(4)
[15]毕利娟,构筑现代化的电力营销策略,黑龙江电力,2007(4)
[16]胡健,电力市场营销管理,北京:中国电力出版社,2000
[17]吴宏俊,供电企业电力营销分析,广东科技,2007(3)
[18]郑智舞、刘刚,电力市场细分及其营销方法探讨,财政监督,2006(8)
[19]尚金成,电力市场理论研究与应用,北京:中国电力出版社,2002
[20]葛旭波、谭忠富,关于中国电力市场营销的独特性问题研究,华北电力大学学报(社会科学版),2006(4)
[21]谢君,未来电力市场公司的运营及竞争战略,技术经济与管理研究,2004(1)
[22]张炜、李景东、杨国梁,电力企业市场营销研究,内蒙古石油化工,2006(4)
[23]刘建安,对湖北电力市场及营销策略的分析,电力需求侧管理,2000(3)
[24]郭日炜,在新电价政策中谈电力营销人员的素质培养,湘电培训与教学,2006(1)
[25]王广庆、蒋连海,农村电力市场,北京:中国电力出版社,1999.6
[26]王永干,电力市场概论,北京:中国电力出版社,2002
[27]赵联合,基于4P理论的电力营销工作探讨,商务营销,2007(2)
[28]刘严、谭忠富、乞建勋,峰谷分时电价设计的优化模型,中国管理科学,2005(5)
[29]Ahn,Sanghoon.2002."Competition,Innovation,and Productivity Growth:A Review of Theory and Evidence."
[30]Auerbach,Paul.1988 Competition:The Economics of Industrial Change.Cambridge:Basil Blackwell.
[31]D'Aveni,Richard A.,and Robert Gunther.1995.Hypercompetitive Rivalries:Competing in Highly Dynamic Environments.New York:Free Press.
[32]Mintzberg,H.,B.Ahlstrand,and J.Lampel.1998.Strategy Safari:A Guided Tour through the Wilds of Strategic Management.New Youk:Prentice Hall.
[33]Scherer,F.M.1970.Industrial Marker Structure and Economic Performance.Chicago:Rand McNally.
[34]Barry L·Bayus.Word of Mouth.The Indirect Effects of Marketing Efforts.Journal jof Advertising Research,1985
[35]Michael E·Porter.Competitive Strategy.New York:Free Press,1980
[36]Michael E·Porter.Competitive Advantage.New York:Free Press,1985
[37]Al Ries and Jack Trout.Marketing Warfare.New York:McGraw-Hill,1986
[38](美国)Michael D.Hutt,Thomas W.Speh.组织间营销管理:从战略视角观察工业组织间市场.北京:中国人民大学出版社,2006
[39]Al Ries,Jack Trout.Positioning:The Battle for Your Mind.New York:Warner Books,1982
[40]Theodore Leviti.Marketing Success through Differentiation-of Anything.Harvard Business Review,1980
news.cepn.sp.com.cn 中国电力新闻网站
www.serc.gov.cn 中国电监会网站
www.jcdlzx.com 湖北荆楚电力在线网站