电力企业改革与电力市场营销研究
摘要
该论文的主要内容为电力企业改革和电力改革对电力市场营销工作的影响。当前国家和社会对打破垄断的呼声越来越强烈，民航、铁路、电信等传统的垄断行业已经在一定程度上打破了垄断，而电力行业的改革意向也在多年前就提出。经过多年的论证和技术支持系统的不断完善，使电力体制改革到了实施阶段。电力改革在很大程度上对电力市场有着重要的影响，分析电力改革与电力市场变化之间的关系和解决改革与市场之间的矛盾是当前电力行业内部面临的必须要解决的问题。如何处理好改革与发展、市场各个利益主体之间的矛盾，也是急待解决的问题。从国际上看，许多西方国家对电力行业的改革有的处于探索和试验阶段，也有部分国家已经经过了较长时间的实践摸索，总结了一些具有各国特色的改革方案和技术措施，但由于社会制度的不同，国情的不同，市场观念的不同，所以如何总结国外的先进经验和一些具有共通性的理论，是论文的一个着重点。
该论文的研究方向是电力体制改革的综述和改革中的电力市场的变迁。一方面，其研究目的在于将各地、各行业、各国的市场化改革的经验教训运用于电力体制改革之中，进行电力改革的必然性分析。同时，由于电力行业具有一定的社会公益性质和国家政府的行政管制性质，对电力行业的改革也只能局限在电力行业内部可以进行市场化改革的生产环节。改革的具体方案已经通过国务院于近期出台，这在社会上和电力企业内部造成了强烈的反响，如何处理好改革中行业内部各竞争主体之间的关系，如何处理好改革中企业与社会广大客户之间的关系将是改革必须要解决的一个问题。另一方面，该论文通过分析电力改革对于电力市场的影响，电力市场中各个主体之间的力量对比，分析市场内外部环境的，分析现阶段电力市场面临的机遇与挑战，提出可行的电力企业市场维持和市场开拓的具体措施和策略。在实证研究中以重庆市杨家坪供电局为例，分析电网企业对于电力改革的适应程度和参与程度，并分析电力改革实施后对企业电力市场的直接影响，通过对市场的重新审视和分析，提出了今后一个阶段对电力市场的机遇的把握和风险的规避的具体方法并深入讨论具体实施方法的可行性及其效果。
论文主要通过定性的分析，对相关的市场和经济学的理论知识有一个基本的引用，对相关的专业技术方面的知识作了较为详细的论述，同时对电力行业改革中可能遇到的各种问题一一提出，以周边各个电力企业的实际情况为依据，提出了针对问题的解决措施，使整篇论文既有理论上的深度和广度，又有具体的可操作的手段和措施，因此可以将论文中的一些观点和方法运用到具体的电力企业的改革和市场经营与运作中，具有较好的可行性。
The main content of this thesis is the reforms of electric power and its impact on electric power market. The country and society are stronger and stronger voicing to break the monopoly at present, traditional monopoly industries, such as civil aviation, railway, telecommunication, etc. already broke and monopolized to a certain extent, and it was put forward many years ago that the reform purpose of the electric power branch of industry is here. Through the demonstration for many years and constant perfection of the technical support system, make the system reform of electric power reach stage of implementing. The electric power has important influence to the electric power market to a great extent to reform, it is analysed that the contradiction between the relation, settlement reform and market between the turn of the market of the reform of electric power is problems that must be solved that faces within it at present. How to handle the contradiction between the reform, development, market all interests subject well, it is the urgent problem waiting to be solved too. Looking from world, a lot of western countries are at probing and test stage to some reforms of the electric power branch of industry, some countries have already undergone more long- time practice to try to find out too, has summarized some reform schemes and technological measures with characteristics of various countries, but because of the difference of the social system, the difference of the national conditions, the difference of the market idea, so how summarize foreign advanced experience and some theories with quality applicable to all, it is a emphasis point of the thesis.
The research direction of this thesis is the changes of the electric power market in survey and reform of the system reform of electric power. On one hand, its research purpose lies in applying to the experience and lessons of the market-oriented reform of all parts, every profession and trade, various countries among the system reform of electric power, carry on the certainty analysis of the reform of electric power. Besides, because the administration with certain social public good nature of branch of industry of electric power, electric power can only produce market-oriented reform the link inside the branch of electric power. The concrete scheme of the reform will already be issued in the near future through the State Council, this causes the strong response with electric power enterprises in the society, how to handle the relation between every competition subject within the branch of industry in the reform well, how to handle the enterprise and the relation of customer is a problem that the reform must solve. On the other hand, this thesis is passed and analyses the
influence on the electric power market of reform of electric power, the balance of force between each subject , analyse domestic and foreign environment of market in the electric power market, analyse the present stage electric power opportunity and challenge that market face , put forward feasible electric power enterprise market keep and concrete measure and tactics of market open-up. Take the example of Chongqing Yangjiaping power company in the positive research, analyse the adaptation degree to the reform of electric power of enterprise of the electric wire netting and participate in the degree, and the direct influence on the market to the electric power of enterprise after analysing the reform of electric power and implement, through another close examination and analysing of the market, put forward one period of stage in the future to electric power assurance.
The thesis passes the analysis of determining the nature mainly, have a piece of quoting basically to the relevant market and theory knowledge of economics, have done the comparatively detailed argumentation to relevant professional technique knowledge, one proposition of various kinds of questions to meet in the branch of industry reform of electric power at the same time, the actual conditions between enterprises, the settlement me
该论文的研究方向是电力体制改革的综述和改革中的电力市场的变迁。一方面，其研究目的在于将各地、各行业、各国的市场化改革的经验教训运用于电力体制改革之中，进行电力改革的必然性分析。同时，由于电力行业具有一定的社会公益性质和国家政府的行政管制性质，对电力行业的改革也只能局限在电力行业内部可以进行市场化改革的生产环节。改革的具体方案已经通过国务院于近期出台，这在社会上和电力企业内部造成了强烈的反响，如何处理好改革中行业内部各竞争主体之间的关系，如何处理好改革中企业与社会广大客户之间的关系将是改革必须要解决的一个问题。另一方面，该论文通过分析电力改革对于电力市场的影响，电力市场中各个主体之间的力量对比，分析市场内外部环境的，分析现阶段电力市场面临的机遇与挑战，提出可行的电力企业市场维持和市场开拓的具体措施和策略。在实证研究中以重庆市杨家坪供电局为例，分析电网企业对于电力改革的适应程度和参与程度，并分析电力改革实施后对企业电力市场的直接影响，通过对市场的重新审视和分析，提出了今后一个阶段对电力市场的机遇的把握和风险的规避的具体方法并深入讨论具体实施方法的可行性及其效果。
论文主要通过定性的分析，对相关的市场和经济学的理论知识有一个基本的引用，对相关的专业技术方面的知识作了较为详细的论述，同时对电力行业改革中可能遇到的各种问题一一提出，以周边各个电力企业的实际情况为依据，提出了针对问题的解决措施，使整篇论文既有理论上的深度和广度，又有具体的可操作的手段和措施，因此可以将论文中的一些观点和方法运用到具体的电力企业的改革和市场经营与运作中，具有较好的可行性。
The main content of this thesis is the reforms of electric power and its impact on electric power market. The country and society are stronger and stronger voicing to break the monopoly at present, traditional monopoly industries, such as civil aviation, railway, telecommunication, etc. already broke and monopolized to a certain extent, and it was put forward many years ago that the reform purpose of the electric power branch of industry is here. Through the demonstration for many years and constant perfection of the technical support system, make the system reform of electric power reach stage of implementing. The electric power has important influence to the electric power market to a great extent to reform, it is analysed that the contradiction between the relation, settlement reform and market between the turn of the market of the reform of electric power is problems that must be solved that faces within it at present. How to handle the contradiction between the reform, development, market all interests subject well, it is the urgent problem waiting to be solved too. Looking from world, a lot of western countries are at probing and test stage to some reforms of the electric power branch of industry, some countries have already undergone more long- time practice to try to find out too, has summarized some reform schemes and technological measures with characteristics of various countries, but because of the difference of the social system, the difference of the national conditions, the difference of the market idea, so how summarize foreign advanced experience and some theories with quality applicable to all, it is a emphasis point of the thesis.
The research direction of this thesis is the changes of the electric power market in survey and reform of the system reform of electric power. On one hand, its research purpose lies in applying to the experience and lessons of the market-oriented reform of all parts, every profession and trade, various countries among the system reform of electric power, carry on the certainty analysis of the reform of electric power. Besides, because the administration with certain social public good nature of branch of industry of electric power, electric power can only produce market-oriented reform the link inside the branch of electric power. The concrete scheme of the reform will already be issued in the near future through the State Council, this causes the strong response with electric power enterprises in the society, how to handle the relation between every competition subject within the branch of industry in the reform well, how to handle the enterprise and the relation of customer is a problem that the reform must solve. On the other hand, this thesis is passed and analyses the
influence on the electric power market of reform of electric power, the balance of force between each subject , analyse domestic and foreign environment of market in the electric power market, analyse the present stage electric power opportunity and challenge that market face , put forward feasible electric power enterprise market keep and concrete measure and tactics of market open-up. Take the example of Chongqing Yangjiaping power company in the positive research, analyse the adaptation degree to the reform of electric power of enterprise of the electric wire netting and participate in the degree, and the direct influence on the market to the electric power of enterprise after analysing the reform of electric power and implement, through another close examination and analysing of the market, put forward one period of stage in the future to electric power assurance.
The thesis passes the analysis of determining the nature mainly, have a piece of quoting basically to the relevant market and theory knowledge of economics, have done the comparatively detailed argumentation to relevant professional technique knowledge, one proposition of various kinds of questions to meet in the branch of industry reform of electric power at the same time, the actual conditions between enterprises, the settlement me
引文
[1] Michael.R.Czinkota & Masaaki.Kotabe著.《Marketing Management》.机械工业出版社.37-55
[2] 菲利普.科特勒著.《营销管理——分析、计划、执行和控制》.上海人民出版社.230-233
[3] N.Gregory.Mankiw著.《Principles of Economics》.机械工业出版社.317-326
[4] Philip Ketler著.《A Framwork for Marketing Management》.北京大学出版社
[5] Dr.Nicholas Samuel著.《市场营销学课程精华集》.暨南大学出版社.8-10
[6] James.C.Anderson & James.A.Narus著.《Business Market Management——understanding creating and delivering value》.北京大学出版社27-29
[7] 刘树杰著.《我国电力市场化改革中的政府监管》. 中国电力企业管理(2002.10).4-7
[8] 《打破垄断、引入竞争、构建新电力市场体系》. 中国电力企业管理(2002.04).3-4
[9] 唐仲南著.《改革开放的中国电力工业》. 中国电力企业管理(2002.11). 6-9
[10] 《电力体制改革方案》.中国电力企业管理(2002.05).7-9
[11] 马占国著.《电力市场下的调度运营》. 中国电力企业管理(2002.06).56-57
[12] 沙亦强著.《美国能源企业遭遇危机》. 中国电力企业管理(2002.09).11-14]
[13] 刘学东著.《亚美尼亚共和国电力工业改革》. 中国电力企业管理(2002.08).65-66
[14] 陈永杰著.《如何推进垄断行业的改革》. 中国电力企业管理(2002.04).5-7
[15] Louis.W.Stern & Adel.I.Ei.Ansary & Anne.T.Coughlan著.《Marketing Channels》.人民大学出版社274-276
[16] 邵卫克著.《浅论供电系统多种经营的机遇与挑战》. 供电企业管理(2002.02). 59-63
[17] Stephen.P.Robbins著《Organization Behavior》. 中国人民大学出版社487-510
[18] 雷蒙德.A.诺伊 & 约翰.霍伦拜克 & 拜雷.格哈特 & 帕特雷克.莱特著.《Human Resource Management——Gaining a competitive advantage》.中国人民大学出版社269-304
[19] 李斌著.《电价策略在促销中的应用与研讨》. 供电企业管理(2002.04). 9-11
[20] 于尔铿著.《新一代电力市场技术支持系统》. 中国电力企业管理(2002.04).55-57
[21] 杰伊.巴尼著.《获取并保持竞争优势》.重大管理学院.50-334
[22] 周金富著.《电力营销中的战略与战术》. 中国电力企业管理(2002.01).19-21
[23] 黄桂华著.《电力服务营销初探》.中国电力企业管理(2002.07).32-34
[24] Christopher.Lovelock著.《Services Marketing——people.technology.strategy》.清华大学出版社128-151
[25] 张旭著.《服务营销》.中国华侨出版社26-38
[26] 吴运生著《电力企业的服务营销》. 中国电力企业管理(2002.01). 21-22
[27] Christian Gronroos著.《Service Management and Marketing——A customer relationship management approach》.电子工业出版社
[28] 黄惠英著.《在实践中完善电力客户经理制》. 中国电力企业管理(2002.11).35-37
[29] 宝利嘉著.《CRM的理念、方法与软件资源》.中国经济出版社39-49
[30] 余鑫炎著.《品牌战略与决策》.东北财经大学出版社16-83
[31] 《重庆市杨家坪供电局2002年鉴》1-259
[32] 侯健著.《电力体制改革，多经企业怎么办》.供电企业管理(2002.03). 58-60
[33] 孔庆军著.《实施服务品牌战略，提升供电企业核心竞争力》. 供电企业管理(2002.02). 14-16
[2] 菲利普.科特勒著.《营销管理——分析、计划、执行和控制》.上海人民出版社.230-233
[3] N.Gregory.Mankiw著.《Principles of Economics》.机械工业出版社.317-326
[4] Philip Ketler著.《A Framwork for Marketing Management》.北京大学出版社
[5] Dr.Nicholas Samuel著.《市场营销学课程精华集》.暨南大学出版社.8-10
[6] James.C.Anderson & James.A.Narus著.《Business Market Management——understanding creating and delivering value》.北京大学出版社27-29
[7] 刘树杰著.《我国电力市场化改革中的政府监管》. 中国电力企业管理(2002.10).4-7
[8] 《打破垄断、引入竞争、构建新电力市场体系》. 中国电力企业管理(2002.04).3-4
[9] 唐仲南著.《改革开放的中国电力工业》. 中国电力企业管理(2002.11). 6-9
[10] 《电力体制改革方案》.中国电力企业管理(2002.05).7-9
[11] 马占国著.《电力市场下的调度运营》. 中国电力企业管理(2002.06).56-57
[12] 沙亦强著.《美国能源企业遭遇危机》. 中国电力企业管理(2002.09).11-14]
[13] 刘学东著.《亚美尼亚共和国电力工业改革》. 中国电力企业管理(2002.08).65-66
[14] 陈永杰著.《如何推进垄断行业的改革》. 中国电力企业管理(2002.04).5-7
[15] Louis.W.Stern & Adel.I.Ei.Ansary & Anne.T.Coughlan著.《Marketing Channels》.人民大学出版社274-276
[16] 邵卫克著.《浅论供电系统多种经营的机遇与挑战》. 供电企业管理(2002.02). 59-63
[17] Stephen.P.Robbins著《Organization Behavior》. 中国人民大学出版社487-510
[18] 雷蒙德.A.诺伊 & 约翰.霍伦拜克 & 拜雷.格哈特 & 帕特雷克.莱特著.《Human Resource Management——Gaining a competitive advantage》.中国人民大学出版社269-304
[19] 李斌著.《电价策略在促销中的应用与研讨》. 供电企业管理(2002.04). 9-11
[20] 于尔铿著.《新一代电力市场技术支持系统》. 中国电力企业管理(2002.04).55-57
[21] 杰伊.巴尼著.《获取并保持竞争优势》.重大管理学院.50-334
[22] 周金富著.《电力营销中的战略与战术》. 中国电力企业管理(2002.01).19-21
[23] 黄桂华著.《电力服务营销初探》.中国电力企业管理(2002.07).32-34
[24] Christopher.Lovelock著.《Services Marketing——people.technology.strategy》.清华大学出版社128-151
[25] 张旭著.《服务营销》.中国华侨出版社26-38
[26] 吴运生著《电力企业的服务营销》. 中国电力企业管理(2002.01). 21-22
[27] Christian Gronroos著.《Service Management and Marketing——A customer relationship management approach》.电子工业出版社
[28] 黄惠英著.《在实践中完善电力客户经理制》. 中国电力企业管理(2002.11).35-37
[29] 宝利嘉著.《CRM的理念、方法与软件资源》.中国经济出版社39-49
[30] 余鑫炎著.《品牌战略与决策》.东北财经大学出版社16-83
[31] 《重庆市杨家坪供电局2002年鉴》1-259
[32] 侯健著.《电力体制改革，多经企业怎么办》.供电企业管理(2002.03). 58-60
[33] 孔庆军著.《实施服务品牌战略，提升供电企业核心竞争力》. 供电企业管理(2002.02). 14-16