【作者】 周文；

【导师】 张素芳； 郑新才；

【作者基本信息】 华北电力大学 ， 工业工程， 2012， 硕士

【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。更多还原

【Abstract】 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.更多还原