商丘供电公司增供扩销问题研究
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摘要
随着我国电力体制改革的深入和市场化进程的加快,经济社会发展对供电企业的要求,社会和电力客户对供电服务质量的要求越来越高,我国供电企业面临的市场竞争日益激烈。地市级供电企业收益主要来源于电力市场,来源于增供扩销。近年来,商丘经济发展中以煤炭、有色金属、纺织为主的地方支柱性产业迅速发展,电力需求旺盛,但同时受国际金融危机、国家节能减排政策、企业自备电厂以及其它替代能源发展的影响,一些电力客户用电方式和需求量发生了变化,影响了商丘供电公司电力市场的拓展。因此,对地市供电企业增供扩销问题的研究,具有重要意义。
本文以河南商丘供电公司增供扩销问题为研究对象,首先分析了商丘供电公司电力供应市场环境,公司市场营销中存在的主要问题及影响因素,然后,结合相关理论建立了公司增供扩销分析模型,并对模型进行了定量分析。通过因子分析法,本文对影响增供扩销的关键因素进行了分析,这些关键因素是：专业化程度因素、组织体系因素及现代市场营销理念因素。最后,本文为商丘供电公司增供扩销提出了具体措施建议,包括：加强电力营销专业化管理；完善电力营销组织体系；树立电力营销现代化理念。同时强调要深化市场分析；完善供电网络建设；创新服务手段；加强营销组织体系建设；推行制度创新；强化客户经理制度；推进营销业务系统深化应用等等。本文的研究结论既可为商丘供电公司,也可为其它地市级供电企业的增供扩销工作提供有益参考。
Along with the deepening of China's power industry reform, the increasing demanding for the quality of electricity services from the economy, social community and power customers, the power supply enterprises are facing more and more fierce challenges. The revenues of the power supply companies at prefectural and city levels mainly come from the electricity market, supply increase and sales expansion. In recent years, the coal, nonferrous metals, and other local pillar industries in Shangqiu have developed rapidly, which results in strong demand for electricity. But owing to the impact of the international financial crisis, the national energy-saving policy, and the development of other alternative energy, some electricity customers have changed their pattern of power consumption, which restricts the expansion of Shangqiu's electricity supply market. Therefore, it is of great significance to carry out the research of the supply increase and sales expansion at prefectural and city levels.
The purpose of this paper is to make research on the supply increasing and sales expansion carried out by Shangqiu Electric Power Supply Company in Henan province. The paper firstly studies the market environment of electric power supply in Shangqiu, the major existing challenges in the company's marketing strategies as well as the relevant impact factors. Secondly, based on relevant theories, the paper establishes a model for the supply increase and sales expansion project of the company, which is quantified. By making use of factor analysis approach, and also the paper makes an in-depth analysis on some of the key factors in the construction of the project, namely specialization degree factor, organization system factor and marketing modernization idea factor. Finally, the paper makes recommendations for building the project, including strengthening the specialization management of electricity marketing, improving market-orientation strategy and internal institutional management, among others. The result of this study could provide helpful reference for Shangqiu Electric Power Supply Company as well as for other electric power supply companies at prefectural and city levels in their construction of supply increase and sales expansion.
本文以河南商丘供电公司增供扩销问题为研究对象,首先分析了商丘供电公司电力供应市场环境,公司市场营销中存在的主要问题及影响因素,然后,结合相关理论建立了公司增供扩销分析模型,并对模型进行了定量分析。通过因子分析法,本文对影响增供扩销的关键因素进行了分析,这些关键因素是：专业化程度因素、组织体系因素及现代市场营销理念因素。最后,本文为商丘供电公司增供扩销提出了具体措施建议,包括：加强电力营销专业化管理；完善电力营销组织体系；树立电力营销现代化理念。同时强调要深化市场分析；完善供电网络建设；创新服务手段；加强营销组织体系建设；推行制度创新；强化客户经理制度；推进营销业务系统深化应用等等。本文的研究结论既可为商丘供电公司,也可为其它地市级供电企业的增供扩销工作提供有益参考。
Along with the deepening of China's power industry reform, the increasing demanding for the quality of electricity services from the economy, social community and power customers, the power supply enterprises are facing more and more fierce challenges. The revenues of the power supply companies at prefectural and city levels mainly come from the electricity market, supply increase and sales expansion. In recent years, the coal, nonferrous metals, and other local pillar industries in Shangqiu have developed rapidly, which results in strong demand for electricity. But owing to the impact of the international financial crisis, the national energy-saving policy, and the development of other alternative energy, some electricity customers have changed their pattern of power consumption, which restricts the expansion of Shangqiu's electricity supply market. Therefore, it is of great significance to carry out the research of the supply increase and sales expansion at prefectural and city levels.
The purpose of this paper is to make research on the supply increasing and sales expansion carried out by Shangqiu Electric Power Supply Company in Henan province. The paper firstly studies the market environment of electric power supply in Shangqiu, the major existing challenges in the company's marketing strategies as well as the relevant impact factors. Secondly, based on relevant theories, the paper establishes a model for the supply increase and sales expansion project of the company, which is quantified. By making use of factor analysis approach, and also the paper makes an in-depth analysis on some of the key factors in the construction of the project, namely specialization degree factor, organization system factor and marketing modernization idea factor. Finally, the paper makes recommendations for building the project, including strengthening the specialization management of electricity marketing, improving market-orientation strategy and internal institutional management, among others. The result of this study could provide helpful reference for Shangqiu Electric Power Supply Company as well as for other electric power supply companies at prefectural and city levels in their construction of supply increase and sales expansion.
引文
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[4]Scott Spiewa.k. Power Marketing:Price Creation In Clectricity Markets [J]. PMA Online Magazine,1998(12):175-187
[5]Brian C Deese. New England's residual wholesale electricity market [J]. Atlantic Economic Journal,2001,12(2023):212-215
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[7]陈健,张惠明.启东供电：深化优质服务,保增长促发展[J].长三角,2009,(09)：152-153
[8]姜思卓.推进农电垂直一体化管理[J].中国电力企业管理,2010(11)：24-24
[9]江晓晔.以客户需求为导向,推进电力增供扩销[J].农电管理,2009(06)：98-99
[10]裴雪梅.对四川电力市场宏观环境的分析[J].四川电力技术,2004(2)：17-20
[11]张志勇,尹元庆,殷乃强.优质服务赢得市场[J].华北电业,2006(06)：57-59
[12]凡利达.增供扩销关键词：多供、快供、多销、降损[J].中国电力企业管理,2009(08)：59-70
[13]易少伟.咸安：电力招商,成就区域竞争力[J].湖北电业,2008(05)：82-86
[14]整建并举,长抓不懈,努力超越,追求卓越——湖北省电力公司蕲春县供电公司优质服务掠影[J].决策与信息,2005(10)：99-103
[15]Hart C. W., James L. H., Sasser Jr. W. E.The Profitable Art of Service Recovery[J]. Harvard Business Review,1990(68):148-156
[16]Anderson. Green marketing [J]. Electrical World,New York,1999(4):54
[17]Kenneth C Nelson. The new world of power marketing [J]. Management Quarterly,1999(8):7883
[18]俸燕.用真诚换真心,以真心换赞誉[J].云南电业,2007(07)：128
[19]欧学利.点亮百姓心中那盏灯[J].广西电业,2009(11)：196-201
[20]刘守明,陈向红.县供电企业集约化管理实践[J].中国电力企业管理,2010(17)：157-.59
[21]钟家伟.县供电企业营销标准化管理[J].中国电力企业管理,2009(14)：39-42
[22]邓学军.分台区电力营销模式[J].中国电力企业管理,2007(04)：86-89
[23]萧树阳.农电工管理模式选择[J].中国电力企业管理,2005(09)：96-97
[24]韩金福.股份制——县供电企业发展的必然选择[J].中国电力企业管理,2001(12)：212-216
[25]王宏伟.对供电多经企业现状的分析与发展出路的思考[J].中国电力教育,2010(15)：321-325
[26]郭海.浅谈县供电企业营销管理模式与思想创新[J].中国电力教育,2008(S2)：58-59
[27]Mikesell. Raymoond. F. GATT trade rules and the environment [J]. Contemporary Policy Isuues,1993(2):56-68
[28]李济英.电力改革中的厂网竞竟价博弈[J].经济师,2004(5)：136-137
[29]王继锋.供电企业电力营销管理的现状与建议[J].中国新技术新产品,2010(08)：56-59
[30]郭奎峰.泰安供电公司绩效管理项目设计与实施研究[D].北京：华北电力大学,2007：204
[31]Jeffrey Bracker. The History Development of the Strategic Management Concept [J].Academy of Management Review,1980(2):306-317
[32]Philip Kotler et al.. Marketing Management:An Asian Perspective (Third Edition) [M]. New Jersey:Prentice Hall,2004
[33]王敬海.潍坊供电公司变电检修项目管理研究[D].北京：华北电力大学,2009：36-38
[34]Hans H. Bauer, Mark Grether, Mark Leach. Building Customer Relations over the Internet.Industrial Marketing Management. New York,2002:13
[35]Lawrence O. Hamer. The Effects of Intraencounter Changes in Expectations on Perceived Service Quality Models [J]. Journal of Service Research,1999(3):275-289
[36]吴虹.新时期常州供电公司营销服务改进研究[D].南京：南京理工大学,2010
[37]陈佩.烟台供电公司客户关系管理系统的设计研究[D].北京：华北电力大学,2010
[38]Mattila A. S..The Impact of Relationship Type on Customer Loyalty in a Context of Service Failures [J]. Journal of Service Research,2001,4(2):91-101
[39]覃倩,陈钦荣.打赢增供扩销-攻坚战[J].广西电业,2009(12)：312-326
[40]张森林.金融危机下南方电网公司增供扩销策略与实践[J].南方电网技术,2010(S1)：75-76
[41]广西电网公司四措并举增供扩销[J].广西电力建设科技信息,2006(02)：81-89
[42]陆柯予,向建军,王照宇.广西电网公司部署增供扩销任务[J].电力需求侧管理,2008(06)：86-89
[43]建军,雨贤.广西电网公司乘电量正增长之势吹响增供扩销攻坚战号角[J].广西电业,2009(09)：75-76
[44]Steven P Schnarrs. Marketing Strategy:Customer and Competition [J]. Generic Strategies,1998:60-65
[45]“三字经”打造国内领先省网[J].云南水力发电,2009(01)：216-227
[46]王文.抓住汛期机遇-努力增供扩销[J].云南电业,2009(06)：312-327
[47]赵晓丽,张素芳.国内外电力需求侧管理措施对比研究[J].电力需求侧管理,2005(05)：56-57
[48]Roseman E. J. Unregulated Transimission Lines, Is This the Next Move? [J]. Power Engineering,1991,9(12):512-517
[49]Douglas J. Buying and Selling Power in Age of Competition. IEEE Power Engineering Review,1994,10(5):326-328
[50]赵惠咏.电力市场下改善营销技巧的初步探讨[J].电力学报,2006(1)：96-99
[51]徐立新,路淑珍.论电力“大营销”对策[J].商业经济,2009(11)：51-58
[52]薛武.县级供电企业亟待培养核心竞争力[J].云南电业,2003(09)：57-59
[2]Stalon Charles G. Wheeling. Competition and Economic Efficiency [J]. Energy Systems and Policy,1987,11(1):21-23
[3]Scott Spiewak. Electric Power Retailing. PMA Online Magazine,1998.12:28-30
[4]Scott Spiewa.k. Power Marketing:Price Creation In Clectricity Markets [J]. PMA Online Magazine,1998(12):175-187
[5]Brian C Deese. New England's residual wholesale electricity market [J]. Atlantic Economic Journal,2001,12(2023):212-215
[6]王英福.优质服务,营造和谐——广西平果县供电公司热情为民办实事速写[J].广西电业,2007(12)：14-19
[7]陈健,张惠明.启东供电：深化优质服务,保增长促发展[J].长三角,2009,(09)：152-153
[8]姜思卓.推进农电垂直一体化管理[J].中国电力企业管理,2010(11)：24-24
[9]江晓晔.以客户需求为导向,推进电力增供扩销[J].农电管理,2009(06)：98-99
[10]裴雪梅.对四川电力市场宏观环境的分析[J].四川电力技术,2004(2)：17-20
[11]张志勇,尹元庆,殷乃强.优质服务赢得市场[J].华北电业,2006(06)：57-59
[12]凡利达.增供扩销关键词：多供、快供、多销、降损[J].中国电力企业管理,2009(08)：59-70
[13]易少伟.咸安：电力招商,成就区域竞争力[J].湖北电业,2008(05)：82-86
[14]整建并举,长抓不懈,努力超越,追求卓越——湖北省电力公司蕲春县供电公司优质服务掠影[J].决策与信息,2005(10)：99-103
[15]Hart C. W., James L. H., Sasser Jr. W. E.The Profitable Art of Service Recovery[J]. Harvard Business Review,1990(68):148-156
[16]Anderson. Green marketing [J]. Electrical World,New York,1999(4):54
[17]Kenneth C Nelson. The new world of power marketing [J]. Management Quarterly,1999(8):7883
[18]俸燕.用真诚换真心,以真心换赞誉[J].云南电业,2007(07)：128
[19]欧学利.点亮百姓心中那盏灯[J].广西电业,2009(11)：196-201
[20]刘守明,陈向红.县供电企业集约化管理实践[J].中国电力企业管理,2010(17)：157-.59
[21]钟家伟.县供电企业营销标准化管理[J].中国电力企业管理,2009(14)：39-42
[22]邓学军.分台区电力营销模式[J].中国电力企业管理,2007(04)：86-89
[23]萧树阳.农电工管理模式选择[J].中国电力企业管理,2005(09)：96-97
[24]韩金福.股份制——县供电企业发展的必然选择[J].中国电力企业管理,2001(12)：212-216
[25]王宏伟.对供电多经企业现状的分析与发展出路的思考[J].中国电力教育,2010(15)：321-325
[26]郭海.浅谈县供电企业营销管理模式与思想创新[J].中国电力教育,2008(S2)：58-59
[27]Mikesell. Raymoond. F. GATT trade rules and the environment [J]. Contemporary Policy Isuues,1993(2):56-68
[28]李济英.电力改革中的厂网竞竟价博弈[J].经济师,2004(5)：136-137
[29]王继锋.供电企业电力营销管理的现状与建议[J].中国新技术新产品,2010(08)：56-59
[30]郭奎峰.泰安供电公司绩效管理项目设计与实施研究[D].北京：华北电力大学,2007：204
[31]Jeffrey Bracker. The History Development of the Strategic Management Concept [J].Academy of Management Review,1980(2):306-317
[32]Philip Kotler et al.. Marketing Management:An Asian Perspective (Third Edition) [M]. New Jersey:Prentice Hall,2004
[33]王敬海.潍坊供电公司变电检修项目管理研究[D].北京：华北电力大学,2009：36-38
[34]Hans H. Bauer, Mark Grether, Mark Leach. Building Customer Relations over the Internet.Industrial Marketing Management. New York,2002:13
[35]Lawrence O. Hamer. The Effects of Intraencounter Changes in Expectations on Perceived Service Quality Models [J]. Journal of Service Research,1999(3):275-289
[36]吴虹.新时期常州供电公司营销服务改进研究[D].南京：南京理工大学,2010
[37]陈佩.烟台供电公司客户关系管理系统的设计研究[D].北京：华北电力大学,2010
[38]Mattila A. S..The Impact of Relationship Type on Customer Loyalty in a Context of Service Failures [J]. Journal of Service Research,2001,4(2):91-101
[39]覃倩,陈钦荣.打赢增供扩销-攻坚战[J].广西电业,2009(12)：312-326
[40]张森林.金融危机下南方电网公司增供扩销策略与实践[J].南方电网技术,2010(S1)：75-76
[41]广西电网公司四措并举增供扩销[J].广西电力建设科技信息,2006(02)：81-89
[42]陆柯予,向建军,王照宇.广西电网公司部署增供扩销任务[J].电力需求侧管理,2008(06)：86-89
[43]建军,雨贤.广西电网公司乘电量正增长之势吹响增供扩销攻坚战号角[J].广西电业,2009(09)：75-76
[44]Steven P Schnarrs. Marketing Strategy:Customer and Competition [J]. Generic Strategies,1998:60-65
[45]“三字经”打造国内领先省网[J].云南水力发电,2009(01)：216-227
[46]王文.抓住汛期机遇-努力增供扩销[J].云南电业,2009(06)：312-327
[47]赵晓丽,张素芳.国内外电力需求侧管理措施对比研究[J].电力需求侧管理,2005(05)：56-57
[48]Roseman E. J. Unregulated Transimission Lines, Is This the Next Move? [J]. Power Engineering,1991,9(12):512-517
[49]Douglas J. Buying and Selling Power in Age of Competition. IEEE Power Engineering Review,1994,10(5):326-328
[50]赵惠咏.电力市场下改善营销技巧的初步探讨[J].电力学报,2006(1)：96-99
[51]徐立新,路淑珍.论电力“大营销”对策[J].商业经济,2009(11)：51-58
[52]薛武.县级供电企业亟待培养核心竞争力[J].云南电业,2003(09)：57-59