论H电力企业的营销策略研究.docxVIP

论H电力企业的营销策略研究 摘要 伴随着我国电力市场的逐渐扩大，及新一轮电力改革的实施。电力企业间竞争加 剧，如何以有效的电力营销策略扩大其市场占有率和提高电力企业销售业绩成为电力行 业持续发展所重点思考的问题。本文以电力市场营销有关理论为基础，对H电力企业市场 营销现状及存在的一些问题进行详细分析，并运用SWOT分析模型，对H电力企业的市 场营销内外部环境进行分析，寻找出有利于H电力企业发展的营销策略。最后，利用 “4p”理论从不同角度阐述了H电力企业营销策略实施方案。因此本文对H电力企业在新 一轮电改形势下，增强其营销水平，提高竞争力，扩展电力市场份额具有指导作用。 关键词:电力企业；营销策略；SWOT分析 ABSTRACT With the gradual expansion of the electricity market in China, and the implementation of a new round of electricity reform, electric power enterprise competition, how to power an effective marketing strategy to expand its market share and improve sales performance of electric power industry to become the enterprise sustainable development the key thinking of problem. In this paper, the electric power market marketing related theory, a detailed analysis on the current situation of marketing H power enterprises and the existing problems, and the use of SWOT analysis model, the analysis of the H marketing of power enterprise internal and external environment, find out H is conducive to the development of electric power enterprise marketing strategy. Finally, using the π4Pπ theory from different angles, this paper expounds the implementation scheme of H electric power enterprise marketing strategy. Therefore, in this paper, the H electric power enterprises in the new round of electricity reform situation, enhance its marketing level, improve competitiveness, expand the market share of electricity has a guiding role. Key words： power enterprise； marketing strategy； SWOT analysis TOC \o 1-5 \h \z 一绪论 1 \o Current Document （一）研究背景 1 \o Current Document （二）研究目的和意义 1 \o Current Document .研究目的 1 .研究意义 1 \o Current Document （三）国内外研究现状 2 \o Current Document .国外电力市场研究现状 2 .国内电力市场研究现状 2 \o Current Document （四）研究内容及框架和方法 3 \o Current Document .研究内容 3 \o Current Document .研究框架 3 \o Current Document .研究方法 3 \o Current Document 二相关理论基础 5 \o Current Document （一）SWOT分析模型 5 \o Current Document （二）“4p” 理论 5 \o Current Document 三H电力企业的市场营销现状与问题分析 6