【作者】 李雪；

【导师】 章健；

【作者基本信息】 郑州大学 ， 电气工程（专业学位）， 2018， 硕士

【摘要】 面对“互联网+”的迅速推进和电力市场化的不断发展,电力公司在我国的发展所面临的改革阻力以及市场挑战等问题,都应是国网安阳供电公司管理者思考的问题,管理者要以其独特的观念对电力营销市场做出合理预期,制定出有针对性,充分满足市场电力需求的营销策略,以应对电力市场的竞争。论文以互联网+时代国网安阳供电公司营销策略为研究课题对此进行了深入研究,通过论文的研究得出了以下几点。(1)国网安阳电力公司电力市场营销现状研究,同时分析了国网安阳供电公司营销策略管理存在的问题,主要有电网建设滞后、电价制定僵化、营销渠道单一、营销服务体系和传输机制乏力、一体化营销系统环境程度不高、工作人员营销业务水平不高等方面。(2)国网安阳电力公司电力市场营销环境分析及策略选择。从政治、经济、社会、科技、四个方面对电力市场环境宏观分析。针对国网安阳供电公司市场营销环境提出STP营销策略优化的方案,主要有供电目标市场的细分、供电目标市场的定位等四个方面。4P营销策略优化的方案,主要有做好供电产品的创新、制定阶梯电价、大力拓展营销渠道、加大促销的力度等四个方面。重点结合“互联网+”的信息技术体系,以使国网安阳电力公司占据更多市场份额,应对同行竞争及市场风险。(3)国网安阳电力公司电力市场营销策略的实施保障。国网安阳供电公司营销策略管理体系优化的保障举措,主要有营销体系保障、人力资源保障、销售服务保障、信息一体化保障等方面。更多还原

【Abstract】 In the face of "Internet +" rapid advance and development of power market,the development of electric power company in our country are facing resistance as well as the reform of market challenges and other issues,should be its anyang power supply company managers thinking problem,managers need to with its unique concept of electric power marketing make reasonable expectations,develop targeted,fully meet the market demand for electricity marketing strategy,to cope with competition in the electricity market.This paper studies the marketing strategy of anyang power supply company in the Internet + times,and the following points are obtained through the research of the paper.(1)existing problems in marketing strategy management of national network anyang power supply company.Main grid construction lag,electricity pricing rigidity,simple marketing channels,marketing service system and transmission mechanism is lack of power,do not have a high level of integration marketing system environment,the staff of marketing business level is not high six aspects.(2)the optimization plan of STP marketing strategy of guodian anyang power supply company.There are two aspects,such as market segmentation of power supply target market and positioning of power supply target market.national network anyang power supply company 4P marketing strategy optimization scheme.It mainly has four aspects,such as the innovation of power supply products,the development of ladder electricity price,the expansion of marketing channels and the intensification of promotion.(3)the guarantee measures for optimization of marketing strategy management system of national network anyang power supply company.There are four aspects: marketing system guarantee,human resource guarantee,sales service guarantee and information integration guarantee.更多还原