摘要
随着WTO的加入和电力体制改革的进一步深化，当前湖南省电力市场在供求方面的状况是在许多地区已由卖方市场转为买方市场，湖南省电力公司(简称湖南电力)现在所面临的问题是如何开发和占领市场以使湖南电力在激烈的市场竞争环境下获得生存和发展，并在我省的经济建设中发挥更大的作用。因而明确当前湖南电力市场的营销状况并实施积极的营销战略是湖南电力工作中的重中之重。
湖南电力一直以来沿用计划经济时期的经营模式，缺少市场和服务意识，公司运作缺乏改进效率和最大限度满足顾客要求的动力。本文根据市场营销理论，分析了电力行业的改革与发展趋势，对湖南电力经营环境和状况进行系统的研究，提出了具体而有效的湖南电力市场营销战略。
本文首先介绍了电力的作用、电力企业的特点及其湖南电力的概况，提出湖南电力确立市场营销观念的必要性，随后本文用SWOT方法对湖南电力市场营销环境进行了分析，结合市场营销的有关理论，提出了湖南电力的市场营销战略和市场营销组合，然后在此基础上提出了湖南电力市场营销战略的支持策略并着重阐述了湖南电力的服务营销策略、网络营销策略和绿色营销策略，最后本文对湖南电力的市场营销战略提出了部署和实施方案，并强调湖南电力应致力于实现“顾客让渡价值”。
对湖南电力提出电力营销的观念，并对其进行分析和研究，是创新性的尝试，本文的研究成果对湖南电力在电力经营、销售和服务方面都具有较强的实际意义，对其他电网经营企业也具有一定的参考价值。
As the entrance of World Trade Organization (WTO) and the electric power structural reform, the supply and demand statue of Hunan electric market is converting from seller's market to buyer's market. The problems of Hunan Electric Power Company (herein after referred to as HEPC) facing how to exploit and maintaining the market to make HEPC surviving and developing in furious market competition, and play more contribution in the economic construction of Hunan province.
HEPC is running planned economy term's managing pattern all along, HEPC lack of market and service consciousness, and the running of HEPC lack of power that improve efficiency and maximum satisfy the requirement of customer. According to the theory of marketing, the thesis analyzes the revolution and developing trend of electric power industry and systemic study the management environment and status, and then put forward concrete and effective marketing strategy of HEPC.
The thesis firstly explains what are the functions of electric power, the features of electric enterprises and the background of HEPC, and then put forward HEPC should establish marketing conception. Subsequently the thesis use SWOT method to analyze the marketing environment of HEPC, integrate some theory relate to marketing, bring up the marketing strategy and marketing mix of HEPC. On these bases, the thesis put forward the supporting tactics of HEPC marketing strategy, and the thesis emphasizes service marketing tactic, network marketing tactic and green marketing tactic. At last the thesis bring up the plan of deploy and enforce HEPC marketing strategy, and the thesis emphasize HEPC should commit itself to achieve customer value-delivery.
It is a new trial to propose marketing concept for HEPC and do relevant analyze and research. It believed that the research output would give practicable meanings to HEPC electricity sales, operation and service. I hope it also can give some references to other grid enterprise.
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